TruMedia PROM™ (Proactive Marketing) is an innovative, patent-pending technology that enables content-management systems to select and play messages targeted towards the current audience of a digital sign or another displays. Audience images are captured by iCapture Cam and processed by an embedded video processor to produce accurate audience counts as well as gender, age group, gaze time and dwell time (presence duration) for each viewer – all in real time in order to guarantee effective targeting. To consider the entire audience in message selection, the patent-pending iCapture Cam detects viewers at wide angles (up to 125) and at distances of up to 20 ft. from the screen. By using wide dynamic range (WDR) sensors, iCapture effectively copes with harsh lighting conditions. When competitors try to clone PROM using low-cost webcams and PC software, their solution will suffer from several disadvantages – the most significant of which is limited field of view. The large picture below shows the audience captured by iCapture Cam, while the smaller picture inside has been captured by an Ultra Wide angle webcam. Most standard webcams have an even narrower field of view and capture less of the audience. When reading webcam specifications, note that the usual 70 quoted, is indeed the diagonal dimension, which with the customary 4:3 aspect ratio translates to 56 for the critical horizontal dimension: less than 50% of iCapture’s 125horizontal FOV. Any message selected based on a fraction of the audience, may bring more damage than value. Also, failing to track viewers outside the webcam’s field of view shall provide wrong dwell time estimates resulting again in wrong selection of messages. (look photo)