Scala Partners with Audience Measurement Co.
Scala, a digital signage provider, has partnered with TruMedia Technologies, a provider of real-time audience measurement and proactive advertising solutions, to provide the AlliO audience measurement system and AlliO Proactive Marketing Solution to Scala Certified Partners.
Scala, a digital signage provider, has partnered with TruMedia Technologies, a provider of real-time audience measurement and proactive advertising solutions, to provide the AlliO audience measurement system and AlliO Proactive Marketing Solution (PROM) to Scala Certified Partners, the companies announces.
According to Scala officials, AlliO PROM is an application programming interface (API) that allows real-time integration of the AlliO audience measurement system with Scala's digital signage software platform. By using PROM, end users can adapt their signage content to match viewing audience demographics, says the company.
As a result of this partnership, three new features are now available for Scala 5 Player customers (Release 5 or later): Targeted Carousel, which defines different play lists for specific demographic groups, then customizes the choice of ads from the selection to target the current audience; Always Right, a function that uses several demographic-oriented versions of the same brand, depending on the audience on site; and Play List Sync, which generates a per-ad audience report by uploading Scala play logs into TruMedia's web-based portal.
AlliO uses sensors to analyze facial images of people watching the displays in real time to provide such data as audience counts, individual exposure times, and gender and age group demographics. According to the company, this data can be used to select the media most appropriate for the audience for better media planning and targeted advertising.
"We are very impressed with TruMedia's audience measurement solutions and we are pleased to be able to offer Scala partners the opportunity to measure their viewing audience," said Gerard Bucas, CEO of Scala, in a statement. "Now they can accurately target their content to the viewer and maximize advertising effectiveness."
"We are pleased to add Scala to our growing list of Premium PROM Partners," said Moti Gura, chairman of TruMedia, in a statement. "Proactive marketing sets digital signage apart from any other medium by making it possible to target the ad to the viewing audience in real time and save precious advertising dollars."