iQ Media introduced a new product that is able to automatically identify brands’ logos that appears in moving or still imagery. The platform is able to constantly monitor 1,300 US TV channels in 210 Designated Market Areas(DMAs), scouring all the channels for any of the images in its database, which contains close to 3500 logos.
The data that is gathered is used to evaluate and rate the performance of marketing campaigns. The 1,300 channels that the program is currently monitoring are broadcast TV and Cable TV channels. However, the platform also has the capability of monitoring OTT (over-the-top) TV.
According to John Derham, Co-founder and head of innovation at iQ Media, “to our knowledge, this is the only [platform] that can find images in paid and earned media [on TV] via software.”
There are other companies that provide this type of logo monitoring, however they rely on machine vision to identify possible logo’s in a transmission, then rely on humans to verify the logo. iQMedia is designed to rely completely on machines to identify a logo. There are times when human confirmation is required, however, and in those instances, once verification is made, the program is designed to “learn” and recognize the logo the next time it appears in the same visual manner that required verification.
