Out-of-home company VMO has globally launched its programmatic product VMO Programmatic which aims to redefine the outdoor sector by allowing advertisers to target specific demographics in real time across its outdoor networks.
VMO claims the benefits of the platform are “enormous”.
“Using real time audience insight advertisers can deliver highly personalised content in outdoor environments driving a new level of outdoor efficiency,” a press statement said.
The programmatic platform is driven by VMO’s real-time audience measurement system DART which now can detect up to 18 different demographic profiles.
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VMO managing Director, Anthony Deeble said: “Using DART our exclusive audience measurement system enables us to ensure we are delivering the clients creative dynamically at the right time to the right audience – a giant leap in effectively targeting audiences in out of home environments. The benefit to the advertiser is simple; greater efficiencies and less wastage.”
Alongside the platform, VMO has formed a programmatic sales team headed by Matthew Bushby, director of digital and innovation, and supported by Lorna Briggs, GSM strategic partnerships.
Paul Butler, general manager sales and marketing said: “VMO’s programmatic approach provides a targeted campaign solution like no other in Out of Home. Our advanced technology and real time audience insights pave the way for an exciting future in Digital Out of Home. We’ve invested in the team and infrastructure to make this future a reality.”