NEWS19 February 2010

Nielsen to measure Samsung out-of-home signage

New business North America

US— Samsung Electronics America has signed Nielsen to provide ongoing audience measurement for its digital out-of-home (DOOH) signage networks, PROM.

Samsung PROM is an integrated content management system that allows users to change the content of digital signs to suit the audience. Audiences are identified via a high resolution camera placed on top of the sign which detects and tracks viewers’ faces.

Audience data will be fed directly from the cameras to Nielsen where it will be integrated into the firm’s On Location out-of-home digital signage syndicated reports service.

Dough Albregts, vice president of sales and marketing at Samsung’s information technology division, said: “Combining our digital signage 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.”

Nielsen’s vice president of On Location Media Paul Lindstrom added: “This agreement with Samsung is the next step in Nielsen’s commitment toward meeting ongoing measurement needs in the DOOH space.”