Feb 20 2010
Samsung Electronics America Inc., a subsidiary of Samsung Electronics Corporation, the world-leading supplier of professional LCD display products, today announced that The Nielsen Company will offer complete, on-going measurement for the Samsung PROM digital out-of-home (DOOH) signage networks.
“Samsung’s mission is to become the undisputed leader in professional digital display solutions,” said Doug Albregts, vice president of sales and marketing for Samsung Information Technology Division. “Combining our DS solutions with Nielsen’s leading research offerings will provide our customers with one complete integrated solution including screen, player, as well as ongoing research and measurement capabilities.”
Samsung PROM is an integrated content-management solution for digital signage that allows users to change contents in real-time based on measured audience characteristics such as size and demographics. Samsung will directly feed audience measurement data to Nielsen for measurement and use in its On Location reports. Nielsen On Location is a syndicated reporting service for out-of-home digital signage networks that provides reliable audience data to help clients and agencies understand the value of out-of-home advertising.
“Nielsen’s expertise in audience measurement can seamlessly adapt to the evolving technology in the DOOH industry,” said Paul Lindstrom, senior vice president of Nielsen On Location Media. “This agreement with Samsung is the next step in Nielsen’s commitment toward meeting on-going measurement needs in the DOOH space.”
Samsung and Nielsen are both members of the Out-of-Home Video Advertising Bureau (OVAB), a forum for substantive, ongoing collaboration between advertisers, agencies, out-of-home video networks and their suppliers to drive consistent growth for the DOOH industry through the development industry-wide standards, best practices and research.
Samsung PROM uses software developed by TruMedia Technologies Inc. that detects and tracks viewers’ faces in order to measure true visual exposure to digital video and signage. The technology is respectful of audience privacy and complies with The Point of Purchase Advertising Institute’s Privacy Code of Conduct for Consumer Tracking Research.
“TruMedia has worked with Samsung over the past two years on embedded measurement solutions with direct interfaces to leading services, like Nielsen On Location,” said Moti Gura, CEO of TruMedia Inc. “We are excited to see that the DOOH industry is adapting to our approach.”