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TruMedia measuring digital signage viewership in Copenhagen Airport

Tel Aviv, Israel-based TruMedia Measurement Ltd, a provider of real-time audience measurement solutions for the retail, banking and digital signage markets, announced the launch of its Copenhagen Airport audience measurement project.

February 23, 2015

Tel Aviv, Israel-based TruMedia Measurement Ltd., a provider of real-time audience measurement solutions for the retail, banking and digital signage markets, announced the launch of its Copenhagen Airport audience measurement project. TruMedia provides the audience measurement solution to the Egmont Group, a global media corporation and the prime contractor of the project.

Copenhagen Airport has installed 550 screens for advertising purposes, and TruMedia sensors are connected to the screens, gathering information on traffic, gender and age groups of the screen viewers and their attention to the content played.

At the first phase, the information gathered from the solution will be used to demonstrate to advertisers what audience viewed their advertisements. The second phase will encompass advertisement changes in real time, depending on the unique demographics of the viewers.

"We are excited and honored to take part in this exclusive project with our long-time partner in Denmark, Fineman A/S," TruMedia CEO Moshe Shlisel said in the announcement. "It is important that digital signage can demonstrate with data and numbers its efficacy for the advertisers. Just as people meter has become a standard for the TV-rating world and pay-per-click is the business model for the internet space, we see that the players in the out-of-home advertising space require a metrics for measuring the effectiveness of their advertisements."

TruMedia's technology, through advanced imaging systems, delivers accurate viewing measurements for out-of-home advertising networks, according to the company. The technology automatically detects and tracks viewers' faces in order to measure true visual exposure to media and merchandise while respecting the customers' privacy. No images are recorded, and no uniquely identifiable data can be extracted. The data collected is anonymous. Images from the company's sensors are processed and converted in real-time into data.

"Airports are an ideal setting for targeted advertising," Shlisel said. "The amount of different people passing by throughout the day, night and week is substantial; thus, there is a sizeable potential for advertisers to maximize their effectiveness by real-time targeting based on audience measurement information.

"We hope and believe that this is the first of many projects we will take part in as the need for accurate out-of-home advertising measurement will propel growth and high ROI for advertisers."