Atomic 212° Launches New Media Tracking Business

Atomic 212° Launches New Media Tracking Business

Australian independent media agency Atomic 212° today announced the launch of partner company FaceSync, offering a revolutionary 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, giving its users a fast and efficient 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 innovative new service is initially available in Sydney and will be rolled out nationally over the next month.

FaceSync co-founder and chief digital officer of Atomic 212°, James Dixon (featured image) said: “What started as a technology to help our clients track television adverts and ROI has become something of greater value, particularly with the rise of facial recognition software.

“We’ve extended the platform to recognise celebrities on TV, as well as product placement, logos and corresponding branding.”

He continued: “The facial recognition software is very accurate and uses machine learning, image recognition and streamed media – capabilities much broader than we first thought.

“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.

“We are in the business of offering clients transparent, data-driven media solutions with clear ROI.

“The development of FaceSync is another step in cementing our commitment to delivering smarter, faster, accountable media.”

SoftPoint CEO and FaceSync co-founder, Juan de Portugal said: “It is empowering to leverage the latest AI technologies and learnings against television data.

“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.

“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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Atomic 212 FaceSync James Dixon SoftPoint

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