Audience Measurement System

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Audience Measurement System for Digital Displays
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Every Face Counts
systems deliver accurate
viewing measurements for

• In-door (OOH)
• Digital Signs (DS)
• TV Monitors
• Non-digital Signs

• In-store
• Product Shelves
• Window Product Displays
• End cap displays

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Every Face Counts
s solutions make targeted
proactive merchandising/advertising possible
(change content at real time per viewers)
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Corporate

• Technologies Inc
• Incorporated in Delaware
• 55 Employees
• HQ Tampa, Florida 9 employees
• RD/International support - Israel 44 employees
• International sales 1 Spain, 1 Netherlands
• Customers in 6 continents

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Origins

• Spin-off from homeland security company
  
• Leader in video analytics for security and
  behavior tracking
• Developed over 4 years within HLS-focused RD
  program
• Technology and key employees were transferred to
  TruMedia in September 2006.

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Why Measure Outdoor Advertising
Outdoor advertising accounts for less than 5 of
total ad spend due to lack of a reliable audience
measurement system. ACNielsen
In spite of tremendous growth, outdoor
advertising is undervalued
Rates will go up by 50-100, matching local TV
rates with the introduction of accurate
measurement tools
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Is It Working?

• If no-one looks at it,
• why is it there?

If everyone looks at it, why isnt there more of
it?
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The Solution

• video analytics
  technology accurately captures, tracks and
  analyzes faces, generating real-time audience
  data

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Privacy Statement

• TruMedia is fully respectful of the audiences
  privacy and is completely anonymous
• No personally identifiable information is ever
  collected
• No video or still images are ever recorded
• No photo archive or database is used.

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Products

• 
  for Digital Signage
• Maximize out-of-home advertising value
• Increase in-store promotion effectiveness
• for End-caps Gondolas
• Optimize shopper marketing
• Evaluate shopper engagement (by proximity)
• Opportunity to See Counter
• Determine Impact Ratio

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Digital Signage Roadmap
Competitors
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How it works

• Sensor placed above screen/display

Up to 20ft
125

• iCapture Video Analytics Accuracy
• 90 - People Counting
• 90 - Gender Classification
• 85 - Age Group Classification

Identifies any number of concurrent viewers
within the field of view.
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iCapture
SmartBox Video Processor for DS Networks

• Data accessed via internet from TruMedia server
• Dimensions
• 152mm (L), 107mm (D), 54mm (H)
• Embedded no Windows XP, no moving parts

CAT5 or coax up to 100m
iCapture Sensor
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iCapture Mini
For small displays, kiosks and interactive screens
CAT5 or coax up to 100m

• Coverage
• 90 angular coverage at a measurable distance of
  up to 15ft
• OR
• 120 angular coverage at a measurable distance of
  up to 12ft

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Advanced WDR Sensors

• All TruMedia Sensors are Wide Dynamic Range
  (WDR)
• Overcomes harsh, demanding, bright lighting
  conditions
• Captures detail in shadows manages bright glare
  and reflections

Hi-Res Sensor
WDR Sensor
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iTally

• Embedded small overhead people counting device
• Accurate (90)
• bi-directional counting
• Lens selection per scene geometry (height, aisle
  width)

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Sync Playlist

• Linking audience measurement data with players
  play-log, is done by loading the play log text
  file to the ASP server. This can be done from any
  computer with a standard internet browser.

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Counting Specifications

• Viewer must look for a minimum of 1 second to be
  recorded
• Optional track merging makes it possible to
  correlate multiple gazes of the same viewer up to
  30 seconds apart

0001
01
1st gaze
2nd gaze
3rd gaze
1 viewer
30 seconds
1 second
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ASP Architecture
Software license, implementation, integration,
hosting and maintenance charges are all included
in this service model
Optional ASP Server located at customer site
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Portal Options

• TruMedia Portal data is stored on TruMedia
  servers and retrieved via TruMedia Web Portal
• Web Service data is stored on TruMedia servers
  and retrieved via Partner application
• Partner Portal data is stored on partner server
  and retrieved via Partner Portal

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Data Access Storage

• Info sent to servers (US  Asia) oncean hour
• Single internet connection per site (Wireless
  or DSL)
• Very low bit rate can be sent via cellular phone
  once per month
• SmartBox stores up to 30,000 impressions (backup
  in case of no network) - ideal for banks, subways
  and locations w/o internet connection
• Data is stored for up to 3 years on TruMedia
  server

30K
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TruMedia Portal

• Collects, audits, and then posts viewing data
• Client users access the portal via their web
  browser multiple password levels
• Customized interface look feel (including
  language localization) available
• User-customizable reports displayed and exported

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Generating Reports

• Reports are fully customizable and user defined
• All graph elements including colors, titles and
  legends are user defined
• Reports can be generated as tables and/or graphs
• Report time frames are fully customizable

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Reports
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Impact Ratio


Impact Ratio
Ratio between the number of shoppers who passed
the display vs the number of shoppers who
actually saw the display
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Mixed Reports Content Effectiveness
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DS Location - Viewers vs Traffic
Display A Display B
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Gender Distribution
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AD PROM Advertising Proactive Merchandising

• Analyze audience in real-time, recognizing
  pre-defined image attributes
• Content management system
• adapts content to audience
• Target by
• Audience size
• Gender majority male/female
• Children vs. adults
• Family
• Logo/Text Year 2009

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AD PROM by Audience Size

• Maximize your advertising exposure by audience
  size
• 1-5 viewers regular advertising play list cycle
• 20 viewers play premium rate to have your ad
  played

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Audience Parameters

• It is possible to establish up to 20 parameter
  sets of audience groups. For example
• 90 female 
• 70 female
• 90 male
• 70 senior citizen
• Adults, child, family

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AD PROM Logic

• Ad change modes
• Change next ad by current audience
• Stop and insert new ad now
• Ad selection criteria
• Audience size (most valuable ad)
• Match demographics
• Pricing models
• Pay per qualified viewer

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AD PROM Scala Integration
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TruMedia Technology Advantages

• Greater Data Capture
• Coverage up to 20 ft. from screen
• Coverage of 125 degrees
• Gender recognition with an accuracy 90

• Easy to Implement
• User-friendly interface
• No need for fixed IP address
• Does not require audience cooperation

• Increased measurement possibilities
• Content delivery synchronization
• Opportunity to See (OTS) counter for real rating
• Supports proactive merchandising

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Technology Comparison
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Statistical Sampling

• For statistical sampling it is sufficient to
  install iCapture on 15-20 of the network
  (applicable for networks with no less than 100
  screens)
• For example
• For AD PROM feature, iCapture must be installed
  on each individual screen

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Award Winning Technology

• The Digital Signage Group, a solutions based
  digital signage distributor which holds the
  annual DIGI Awards, awarded TruMedia best
  product/service for the digital signage/audience
  measurement installation using iCapture

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Case Studies
AdSpace Networks US Malls
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Case Studies
iCapture integrated into Venco screen
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Case Studies
Katowice Airport - Poland
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Case Studies
Supermarket - Japan
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Case Studies
La Caixa Bank - Spain Network will reach 30,000
screens
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Case Studies
Storm Night Club The Netherlands Installation
in dark environment
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Case Studies
Large consumer goods manufacturer
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Gaze to Gaze Near Future
How many who saw the product ad went to the
product shelf within 10 minutes?
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Future
Miniature Device CMOS imager FPGA /
ASIC Wirelessly Connected Built into display bezel
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Vision

• TruMedia will do for out-of-home advertising,
  what Nielsen did for TV advertising.

If the 20th century was known in marketing
circles as the advertising century, the 21st
may be the advertising measurement century.
22 February, 2007
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Thank You