Launched in 2006, TruMedia Technologies Ltd. (www.tru-media.com) is a leading provider of real-time, automated audience measurement and targeted advertising solutions for the out-of-home display industry. Its proprietary and field-tested video analytics technology measures visual attention towards digital signs, kiosks, TV monitors, branded fixtures, display windows, end-caps and in-store product displays. The company’s solutions accurately track exposure to media, advertising merchandise and can be used to proactively change content.
What exactly does TruMedia measure?
TruMedia delivers better and more accurate viewing measurements than anything currently on the market. The company makes it possible to measure the effectiveness of displays in order to better understand consumer behavior. Specifically, TruMedia technology helps marketers answer the following questions:
Marketers and retailers today are all doing more with fewer resources. Marketing and promotional dollars are heavily scrutinized; labor costs are up; margins are thinner; and public and private companies are all trying harder to produce profits in the most efficient manner. This bottom-line mindset is forcing greater accountability in all forms of merchandising, retail sales and marketing expenses. As digital signage networks and out-of-home advertising proliferates, there is a growing requirement on the part of marketers to prove their return on investment. As a result, accurate and standardized metrics for audience impressions are needed to measure, maximize and validate advertising and retail expenditures. People counting methodologies gauge passing traffic but do not describe the audience actually watching displays. People-metering devices provide accurate segmentation of audiences near displays but rely on cooperative participants and do not count true impressions.
What type of technology does TruMedia use?
TruMedia relies on proprietary video analytics technology to generate true viewing data for digital, product and POP displays by analyzing facial images of people watching the displays. This technology automatically detects and tracks viewers’ faces in order to measure true visual exposure to media and merchandise. What are TruMedia’s main products?
TruMedia’s products address two key markets – digital signage and in-store.