Australian independent media agency Atomic 212 has launched a new partner company, FaceSync, which offers its own media tracking capability for television.
Using proprietary image detection technology developed by software and technology consultancy SoftPoint, FaceSync provides logo and facial recognition across all Australian free-to-air television stations.
The platform gives its users a way to determine precisely when a listed individual appears on television, and for how long, in real-time.
Atomic 212 and SoftPoint have jointly established FaceSync. The new service is initially available in Sydney and will be rolled out nationally over the next month.
FaceSync co-founder and Atomic 212 chief digital officer James Dixon says what started as a technology to help agency clients track television adverts and ROI has become something of "greater value", particularly with the rise of facial recognition software.
Atomic 212 has extended the platform to recognise celebrities on TV, as well as product placement, logos and corresponding branding.
“The facial recognition software is very accurate and uses machine learning, image recognition and streamed media – capabilities much broader than we first thought," Dixon says.
"We recently tracked candidates through the Federal election campaign to provide reach and frequency information to political parties.
"The facial recognition software was able to capture the politician even when it was a fleeting background reference or when there was egg on their face."
Dixon says the agency is in the business of offering clients "transparent, data-driven media solutions with clear ROI".
He added the development of FaceSync is another step in "cementing" the Atomic 212's commitment to delivering accountable media.
“We can see unlimited global potential for this product and are currently extending the service through Europe. We eagerly anticipate integrating machine learning across logo detection for global brands," SoftPoint CEO and FaceSync co-founder Juan de Portugal says.
“Unlike other media monitoring services, FaceSync’s USP is its ability to capture the person or product when not stated within the subtitles, also measuring the duration and time a person or brand is on television alongside the network they appear on. FaceSync also provides the corresponding footage in real time."
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