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Nielsen to Measure Samsung DOOH Networks

Samsung Electronics America announced that The Nielsen Co. will offer complete, ongoing measurement for Samsung Prom digital out-of-home (DOOH) signage networks.

Samsung Electronics America announced that The Nielsen Co. will offer complete, ongoing measurement for Samsung Prom digital out-of-home (DOOH) signage networks.

"Combining our DS solutions with Nielsen's research offerings will provide our customers with one complete integrated solution including screen, player, as well as ongoing research and measurement capabilities," said Doug Albregts, vice president of sales and marketing for Samsung Information Technology Division, in a statement.

According to the company, Samsung Prom is an integrated content-management solution for digital signage that allows users to change content in real time based on measured audience characteristics such size and demographic. Samsung will directly feed audience measurement data to Nielsen for use in its On Location reports. Nielsen On Location is a syndicated reporting service for out-of-home digital signage networks that provides audience data to help clients and agencies understand the value of out-of-home advertising, says the company.

Samsung Prom uses software developed by TruMedia Technologies that is designed to detect and track viewers' faces in order to measure true visual exposure to digital video and signage. According to the company, the technology respects 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, in a statement.

Both Samsung and Nielsen are members of the Out-of-Home Video Advertising Bureau (OVAB). "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, in a statement. "This agreement with Samsung is the next step in Nielsen's commitment toward meeting ongoing measurement needs in the DOOH space."



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