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DOOH mall networks in Spain to get audited

June 25, 2012

Neo Advertising will audit digital signage networks at Spanish shopping malls with measurements based on TruMedia Technologies Ltd. facial-recognition technology, according to an announcement today from TruMedia.

The Tampa, Fla.-based TruMedia, which has sales offices and research and development facilities in Israel, specializes in marketing-optimization and audience-measurement solutions for retail store chains and digital out-of-home networks. According to the company, Neo Advertising has reached an agreement with OJD Interactiva regarding auditing digital signage networks in major shopping malls in Spain. According to the agreement, OJD Ineractiva will audit the digital screens at GolT Centros Comerciales in several major shopping centers in Spain.

The auditing includes audience measurement that is based on TruMedia's facial-recognition technology. Special sensors compilate traffic information, attention to the contents and even the gender and age of the screen viewers. These sensors are placed on top of the screens at GolT Centros Comerciales networks in order to measure visual attention toward the screens. Based on this information, OJD Interactiva provides the audience certificates. TruMedia said that its advanced imaging systems, based on video analytics, deliver accurate viewing measurements for out-of-home advertising.

"It is important that digital signage can show with data and numbers its efficacy, and for this reason we have bet for the measurement and for auditing the information of our network, which is already present in 30 shopping centers and has more than 220 screens," said Neo Advertising CEO Roi Iglesias, in the announcement. "We believe that this kind of data is very important in this new digital out-of-home advertising arena."

Read more about audience measurement.