VMO unveils first outdoor screen with real time analytics

VMO has unveiled a new large digital outdoor billboard screen, claiming it is the first smart outdoor screen with real time analytics.

The screen, located on Surfers Paradise Boulevard, is embedded with Audience Measurement Device (AMD) technology which measures audience engagement in real time.

Anthony Deeble, managing director of VMO said it will be the first large format screen in the Australian market with real time analytics.

“Previously some of the real time metrics that have been deployed have been around using mobiles or using other proximity type methodologies as opposed to VMO’s screen which uses the Dart metric – and Dart is using a facial recognition technology to assess the pedestrian traffic that will be viewing and engaging with this screen in real time,” he explained to Mumbrella.

“It will be the first large format screen to be in market that has real time analytics.

“For the first time you have a platform that in real time is assessing and providing audience insights as opposed to historical traffic information that might be provided for viewing done by more static billboards and the traditional approach for large format in general,” Deeble said.

He said the screen, which will also track vehicle traffic, will provide advertisers with insight into who is engaging with creative content, which will allow them to target, tailor and optimise screens based on viewing habits.

For Deeble, the new screens will provide accountability which had not been seen in large format outdoor previously.

“Clients are investing to build their brands and they want confidence that that investment is being delivered upon in terms of reaching the type of audience they are seeking to reach, and having the type of impact they are seeking to obtain.

“Delivering accountability, knowing who’s actually viewing content and when they’re viewing it is hugely important,” she said.

He said real time insights will be the future in outdoor.

“The year of outdoor screens providing down the baseline historical information is passing quickly. What I think is occurring is the market is expecting outdoor to be offering more real time insights and provide this type of platform so I think we’ll see more and more operating within the sector look to provide analytics in terms of who is actually viewing the screen.”


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