Will Israel's TruMedia Redefine Traditional Advertising?

Online, the internet advertising wars are heating up--especially in Israel with Yahoo! and Walla! declaring war on Google.



But offline, the war between "entities" may be a little bit blurrier to see, which may have to do with the fact that advertisers using billboards, regular signs, television, etc. have a harder time knowing who exactly is seeing their ad.



TruMedia is hoping to change this with some useful technology, without going "big brother" on interested onlookers.

(Israel 21^st Century) Called iCapture, TruMedia is able to tell ad owners how many people their ad stopped on the street, in the subway or in the mall, how long they gazed at it, and the approximate age of the person.



The company now has its technology installed in about 30 sites across America, and in partnership with Adspace Networks is testing its system in shopping malls in Chesterfield, Missouri and Monroeville, Pennsylvania. [...]



"We just provide numbers," Cohen-Doukhan assures. "You can't go to look to see who watched. A company will just get numbers."  [...]



TruMedia's iCapture technology is based on a camera and computer algorithms to measure distances between facial features on a person to determine gender and age. TruMedia says its technology: "provides a true count of impressions with an accuracy that surpasses any other direct or indirect measurement technology.  

Even though companies will probably be a little sad that they will not be able to read the facial expressions of the various onlookers, they will probably be thrilled that TruMdia's iCapture will be able to at least have some way of reporting results, without having to conduct expensive polling which may simply "guestimate" how effective the ad was.



Note: I wonder how long it will take before Google snaps up this company? (as it would compliment their print, radio and television ad departments)





Image Credit: TruMedia

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