VMO Launch Promises Hourly Out-of-Home Measure

ANZ out-of-Home (OOH) advertising firm Val Morgan Outdoor (VMO) has launched an audience measurement platform called 'DART R&F', which uses facial analytics, third-party consumer data and machine learning to determine hourly audience at a screen level.

Located throughout Australia and New Zealand, VMO provides digital, full-screen advertising solutions across a network comprising more than 14,000 location-based screens in cinemas, retail sites, petro-convenience retailers and fitness locations. Built in partnership with marketing consultancy Data2Decisions, VMO's new DART R&F offers granular data through which to measure impressions hourly and at an individual screen level.

Data2Decisions Managing Partner John Price says the firms were able to build a prediction model of specific audiences by the hour using the latest machine learning techniques to combine datasets. According to Price, the reach and frequency calculations thus calculated provide the 'most robust measure of OOH audiences to date'.

VMO MD Paul Butler adds: 'DART represents an enormous wealth of human interaction data that, when calibrated against third-party and independent data sources, provides a highly accurate and scalable view of true audiences at VMO locations. DART R&F utilises the best data science in market to deliver a third-party measurement tool that will revolutionise OOH audience planning'.

Web sites: www.valmorganoutdoor.com and www.d2dlimited.com .