VMO looks to redefine outdoor with launch of VMO Programmatic
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.
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.”
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This is not ‘programmatic’ is this creative optimisation based on cameras ability to identify an audiences segment.. programmatic enables a digital media buyer to target 1-1 a specific audience based on numerous data metrics. A generic age and gender bracket in a one-to-many environment is not ‘Programmatic!’. The industry needs to be very careful how it goes about throwing around various terminology..
Finally, facial recognition cameras just like those cameras on our smartphones have a focal point that they must focus the camera on. Could VMO please elaborate on what theirs are set to? Is VMO only profiling people 1-2m from the camera/screen or 5m? What about those 10m+ away but still within viewing range? Let’s clear the air and proactively strive towards transparency as an industry!
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