Inlink Unveils Out-of-Home Analytics Platform

Australian company Inlink, a digital out-of-home (OoH) advertising specialist, has launched a real-time audience measurement and analytics platform using Wi-Fi to count footfall volumes, dwell time and the proximity of people to specific locations.

The Media division of Sydney-based Inlink offers a network of more than 2,700 digital screens located in a range of 'high dwell' environments such as office towers, cafes and fitness centres. This network boasts an audience of over two million unique viewers.

Through its new solution, the firm will capture millions of data points each day, in order to provide a real-time view of people volumes, along with analysis of trends and traffic behaviour. In addition, it will use existing data to provide campaign-specific reach and frequency information. Clients will initially be able to measure traffic volumes at sites across Sydney, Melbourne and Brisbane, with the first audience analytics being made available at the end of this month. Perth and Adelaide will be added in October.

Dan Howlett, General Manager of Product and Innovation, comments: 'This is a major step forward for out-of-home, moving from modelled audience measurement to real time audience analytics. With the increasing digitisation and cloud connectivity of OOH inventory, analytics should also become the norm. We're only just seeing the tip of the iceberg in terms of what's possible'.

Web site: www.inlink.com.au .