iQ Media’s new platform can automatically find logos in all TV transmissions

While a startup like AdQuick is trying to bring the ecosystem of out-of-home advertising into the digital age, established media measurement firms are still wrangling one of the oldest media ad channels: broadcast and cable TV.

This week, the six-year-old iQ Media announced the launch of a new TV search platform that automatically finds still or moving imagery of brands’ logos — or those of competitors. On a 24 x 7 basis, it tracks 210 DMAs (Designated Market Areas) and 1300 channels on U.S. TV, looking for any of 3500 logos in its database.

Co-founder and head of innovation John Derham told me that, “to our knowledge, this is the only [platform] that can find images in paid and earned media [on TV] via software.”

This logo placement data is used to score ad and PR campaign performances, including sponsorships. All of the channels are recorded, adding to the company’s storage of six years of TV programming. While the platform focuses on broadcast and cable TV, Derham said it also has the ability to track over-the-top (OTT) TV.

[Read the full article on MarTech Today.]

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.