TAMPA, Fla., September 29, 2008 – Attention retailers – customers in aisle two are
looking at your end-cap display – and then walking right towards it.
How valuable would that type of information be – on a real-time basis – to the
marketing departments of large chains, box stores and other retailers – who spend
extensive resources in an effort to understand what turns shoppers on and off?
TruMedia Technologies, Inc. has created just that information resource by
adapting its revolutionary out-of-home digital measurement solution to retail
environments. Its new iCapTM solution measures consumer reaction to end-cap and stand
alone displays. The system’s proprietary video analytics technology can tell marketers if
a shopper saw and ultimately approached a display as well as their average dwell time. It
also reveals shopper age and gender without recording or offering any personally
identifying characteristics. When combined with TruMedia’s other products like the iTallyTM, an
opportunity-to-see (OTS) people counter, marketers have even more information at their
fingertips to determine the most effective location and best creative content for their endcap
displays.

“Research shows that 70 percent of purchase decisions are made in stores, making
retail locations a vital venue for marketers and researchers,” said Dr. Vicki Rabenou,
chief measurement officer, TruMedia. “With a better knowledge of audience
composition, coupled with what motivates shoppers to buy at the point of sale, marketers
can better target their messages and merchandising to boost sales.”
StoreCheck, a company that provides IT solutions to evaluate marketing
performances at the point of sale, has been testing out the iCap system in a convenience
store in Mexico City.

“We’ve been using the TruMedia technology for a few weeks now and it’s
incredible what we are seeing,” said Rodrigo Sola, commercial manager, StoreCheck.
“We had always assumed certain things like the traffic pattern in the store and what
displays worked better than others, but now we are able to see hard data that
communicates to us important shopper behavior information.”
Most marketers hire people to physically monitor stores for this type of
information which is costly, time consuming and prone to human error. By using an
automated system, marketers can quickly tell how their ads are affecting consumer
behavior and alter their creative to optimize their in-store efforts and stimulate sales.
“Hundreds of millions of dollars are spent in the U.S. alone on in-store
marketing. With that only expected to increase, marketers need a better understanding of
their return on investment,” said Dr. Rabenou. “TruMedia provides objective, automated
technology to support qualitative in-store efforts by marketers.”
Brand marketers, retailers and researchers looking for product information about
iCap should contact Dr. Vicki Rabenou at Vicki@tru-media.com or 813-637-2588.
About TruMedia

TruMedia Technologies Inc. (www.tru-media.com) is the leading provider of realtime,
automated audience measurement solutions for the out-of-home display industry. Its
proprietary and field-tested video analytics technology measures visual attention towards
posters, digital signs, TV monitors, display windows and in-store product displays. The
company’s solutions accurately track exposure to media, advertising and merchandise
and can be used to proactively change content.
Headquartered in Tampa, Fla., TruMedia has sales offices in The Netherlands and
Spain and research and development facilities in Israel. The company’s privacy policy
ensures that it will not record, share or store any images or personally identifiable data.
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iCap is a trademark of TruMedia Technologies.
This release is available on the KCSA Strategic Communications site at www.kcsa.com