The product Magellan has been based on research at the University of Surrey and developed by OmniPerception. It has been integrated into SMS' Fredi analysis system. The aim is to provide more detailed analysis of brand, logo and product exposure, and totally consistent quality.

SMS MD Stephen Proctor was quoted in a company release saying, "The biggest challenge has been to create a system that can faithfully mimic the human eye, and thanks to OmniPerception’s technology this has now been achieved. With the traditional 30 second spot under pressure from commercial break avoidance systems, brands are looking for new ways of getting their name and message across to consumers. This powerful new tool gives us a real edge in helping advertisers and sponsors to analyse very accurately what value they are receiving, and how this can be enhanced".

SMS and OmniPerception will exploit the widest possible market for Magellan through a dedicated joint venture operation. They will endeavour to bring the advanced capabilities of this new British technology to advertising and brand management customers worldwide.