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VMO launches hourly audience measurement tool at screen level across its entire portfolio

By Press release - VMO

13 October 2020 2min read

By Press release - VMO

13 October 2020 2min read

Val Morgan Outdoor (VMO) has evolved DART, its audience measurement platform, to create a "new benchmark" in outdoor measurement, ‘DART R&F’.

DART R&F harnesses VMO’s facial analytics data with third-party consumer data and machine learning.

This allows VMO to determine hourly audience at a screen level across VMO’s retail, health club and petro-convenience environments.

DART R&F’s granularity of data enables VMO to build accurate measurement of impressions hourly and at an individual screen level.

VMO worked with Data2Decisions to independantly build and verify the audience reach methodology, which from today will apply to all campaigns.

“DART represents an enormous wealth of human interaction data that, when calibrated against third-party and independent data sources, it provides a highly accurate and scalable view of true audiences at VMO locations," Paul Butler, Managing Director VMO said.

"Whether clients are buying traditional campaigns or programmatic campaigns, marketers can have confidence the audience methodology applied is consistent across all VMO assets and has been independently built and verified."

Let’s go. What do you think?

By Press release - VMO

13 October 2020 2min read

Market Voice

Putting the aah into ooh: How programmatic is dialling up Outdoor’s wow factor

Next year programmatic outdoor will disrupt the way marketers plan, buy and optimise out of home media. VMO believes its automated trading solution, underpinned by robust third-party verified impression data, will drive double digit growth and enable marketers to bring digital measurement, and budgets, to the real world in real time.

Go deeper 2min read

Braden Clarke

Director - Programmatic Outdoor, VMO

Val Morgan Outdoor

19 October 2020 2min read

Putting the aah into ooh: How programmatic is dialling up Outdoor’s wow factor

Next year programmatic outdoor will disrupt the way marketers plan, buy and optimise out of home media. VMO believes its automated trading solution, underpinned by robust third-party verified impression data, will drive double digit growth and enable marketers to bring digital measurement, and budgets, to the real world in real time.

Go deeper 2min read

By Braden Clarke - Director - Programmatic Outdoor, VMO