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."