Digital out-of-home provider, VMO, has just unveiled a large format digital outdoor billboard directly facing busy Surfers Paradise Boulevard. Significantly, it’s Australia’s first ‘smart’ outdoor screen – the only outdoor screen embedded with AMD (Audience Measurement Device) technology.
AMD technology is used to measure audience engagement via VMO’s exclusive real-time audience measurement system DART (Digital-Outdoor Audience in Real Time).
VMO managing director Anthony Deeble said, “The Chevron site is now home to Australia’s very first smart outdoor screen. In the first instance DART technology will be used to capture real- time audience insights – delivering real-time accountability for roadside clients.
“We are changing the roadside experience. VMO is testing Vehicle Recognition Technology (VRT). This technology will give us the capacity to recognise the make, model and year of oncoming vehicles – leading to an enormous opportunity for advertisers.”
It’s a clear point of difference for VMO over their competition. For the very first time, advertisers in this space will have access to real-time audience data – marking a shift away from historical data in outdoor.”
Deeble added, “This is the new era of outdoor screens. And we are making it happen now. Soon, historical data will no longer be acceptable for large format outdoor.”
Designed for maximum impact, the new screen is a staggering 24 square metres (6m wide x 4m high). Strategically placed on the façade of the Chevron Renaissance Shopping Centre, the site will anonymously measure live pedestrian traffic and use facial recognition to detect people in vehicles.
“We’re incredibly excited about the new opportunity this site and others like it will bring. This innovation is testament to our focus on continually growing our market- leading digital portfolio giving our clients the best and biggest opportunities to reach their audience,” Deeble said.
The VMO shop portfolio has increased to 410 locations reaching a fortnightly cumulative audience of over 50 million people. The network now includes 62 premium large format screens across the country.