The Deep Learning Camera

We, at Hashbrown Systems, have developed a statistically sound AI-based sampling device- iRED that is capable of capturing traffic in intervals to identify and classify the objects for calculating ROI, impressions and viewership, determining socio-economic groups and ascertaining market segmentation.

iRED by Hashbrown

The device in its elements and in the elements. An all-weather device, iRED is equipped to handle adverse conditions – rain, dust, heat, moisture. The images, compiled from different installations, represent a virtual lifecycle of the device. Click on each section to view iRED in action.

  • Freshly Assembled

    The device put together and ready to be deployed in the field. The camera is built in house at Hashbrown and supported by our team.

  • Outside View

    View of the device installed on the billboard. The device is mounted atop the billboard and it transmits verifiable measurements for planning and performance audit.

  • Night Analysis

    With advent of DOOH and the importance of commuters who are travel through certain points during evenings, weekends and wee hours of night, the night traffic data is pertinent for brands looking to target such specific demography.

  • Device in the Sunshine

    iRED with a clear line of sight. Coupled with numbers, it provides a deeper perspective to brands and media planers, especially for media sites that cost higher and have greater impact.

  • Standing tall in the rain

    Viewership and consumer behavior are key points to be addressed at all times of the year for an effective media plan – especially monsoon, which constitutes a significant duration of the year.

  • After a hard day’s night 

    iRED is manufactured to withstand subcontinental conditions – power outages, low connectivity, heavy rain, high heat, extreme moisture and dust. Here is the device, dismounted after a month of being subjected to the vagaries of nature.

iRED in action / Videos from the field

Sample videos of various installations around India and Colombo, Sri Lanka. \ More information is available on request.


iRED at IISER Mohali

The first out of home installation of camera for traffic sampling and analysis.

iRED at Liberty Cinema, Karol Bagh

Algorithms and programmes were written to work smartly in Indian conditions. To maintain a consistent error rate has been a challenge.

iRED Colombo

The power of our deep learning model. It works as efficiently in Colombo as it does in Chandigarh.

iRED Ludhiana

As we advise media owners- as long as you sell the audience, the media will get sold. This is a spot with one of the highest returns on investment if a brand were to target middle to upper income households.

Traffic Movement and Estimation

Hourly, daily and weekly trends of traffic are essential to calculate impressions, views and circulations. A good metric helps in attribution and future planning.

Classification of Vehicles

Vehicular classification into Hatchbacks, Sedans, SUVs and Luxury cars helps in intelligent planning of media and provides valuable input for psychographic profiling.

Holidays and Weekends Trends

Sampling over a longer period of time provides a complete picture of movement of people and audience during weekends, festivals or holidays. These numbers help in dynamic pricing and discount adjustments.

Traffic Analytics and Location Analytics for Media Owners

Business Presentation

A selective service proposal that details the methodology, process and the scope of the solution. Kindly contact us for details assessment.

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Use Cases

Scientific numbers that are arrived at after painstaking research, rigorous sampling, testing and validation. The analysis can be used for pricing, planning, allocation and a whole gamut of other activities.

Dynamic Pricing

Traffic trends and psychographics, which provide a clear view of the audience, can be leveraged for better pricing and lowering of discounts with increased relevance.

Optimum Allocation

Media allocated as per audience will help in increasing budgetary allocation of the total spend.

Marketing Attribution

Data Mining of the surrounding areas and a thorough analysis of points of interest and pre and post campaign sales numbers would provide better attribution and actionable insights.

Campaign Planning

Access to first party verifiable and credible information would help design and implement a better marketing campaign.

Got Questions? Talk to an expert.

Book an appointment with a Hashbrown representative if you want to learn more, have further questions, an idea to discuss or a problem to solve. You can also fill in the Contact Us form below and we will get back to you soon!

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