Software in Cellphones Measures Customers' Exposure to Marketing

A small media research company called Integrated Media Measurement (im<>mi) is offering new technology that measures consumers' exposure to the audio in ads on television, radio, computers, mobile phones, DVDs and inside a movie theatre -- using a consumer's cellphone. The WSJ reports.

...im<>mi embeds its software into the cellphones of the company's 4,900 panelists. The software picks up audio from an ad or a TV show and converts it into its own digital code that is then uploaded into an im<>mi database, which includes codes for media content such as TV shows, commercials, movies and songs.

im<>mi's database then figures out what the cellphone was exposed to by matching the code. Cellphone conversations and background noise are filtered out by the software, im<>mi says, since there is no "match" in the im<>midatabase.

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emily | 9:07 AM | SMS Studies & Research |
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