TruMedia launches real-time Scala integration for audience measurement

AMSTERDAM — TruMedia Technologies, provider of real-time audience measurement systems, and Scala, provider of end-to-end digital signage software, announced the availability of TruMedia's iCapture audience measurement system to Scala partners in Europe, Middle East and Africa during Scala's 2007 EMEA Partner Conference.

TruMedia also announced the introduction of the iCapture PROM (PROactive Merchandising) feature, an API that enables real-time integration between the iCapture audience measurement system and Scala's InfoChannel 5 digital signage platform. Using PROM, digital signage content can be adapted to match the viewing audience demographics for truly proactive advertising.

"We are very impressed with TruMedia's audience measurement solutions and are pleased to be able to offer Scala partners the opportunity to measure their viewing audience and also accurately target their content to the viewer and maximize advertising effectiveness," said Gerard Bucas, Scala chief executive.

TruMedia's PROM is just one of the features available as part of iCapture, an audience measurement solution that generates true viewing data for digital, product and window displays by analyzing face images of people watching the displays. Viewers' face images are analyzed in real time to generate business-critical information such as audience counts, individual exposure times as well as gender and age group demographics.