VideoMining Corporation, the leading provider of in-store intelligence for shopper marketing, announced that U.S. Patent and Trademark Office (USPTO) awarded two new patents to the company in the important area of “narrowcasting” of digital media in public spaces. These patents – U.S. 7,921,036, U.S. 7,930,204 – deal with ability of digital content to dynamically change based on the demographics and behavior of the people in the public places, such as in retail stores or malls.

“Targeting is important because of the precious seconds marketers have to connect with shoppers,” said Dr. Rajeev Sharma, Founder and CEO of VideoMining, “New media such as digital signage can have the maximum impact by matching the content with who the audience is and their behavior.”

An advertising content for the same product can be more effective if there are different ad copies for men versus women. If a person is engaged with a particular content, a digital media should be smart enough to play other related content. If the viewer is bored, then the content can be switched, etc.

A particular promotion for a product can be played if the system detects that shopper has just spent time interacting with that product without purchasing. A host of such targeting is achievable by use of automatic video analytics that converts video into real-time information about audience demographics and behavior.

“We are delighted to add these patents to our intellectual property portfolio since they nicely complement and further strengthen other patents on audience measurement and advanced shopper analytics,” said Namsoon Jung, Vice President of Research & Innovation for VideoMining.

The two patents enhance VideoMining’s intellectual property portfolio of over 50 patents related to video analytics and shopper marketing.