VMO Launches Real-Time Programmatic Ad Serving In World First

VMO Launches Real-Time Programmatic Ad Serving In World First

In a global first, VMO has launched a Programmatic Outdoor product; VMO Programmatic. VMO Programmatic is redefining outdoor by allowing advertisers to target specific demographics in real time across its outdoor networks.

Nicolette Onsley
Posted by Nicolette Onsley

The benefits for advertisers are enormous. Using real time audience insight advertisers can deliver highly personalised content in outdoor environments driving a new level of outdoor efficiency.

It’s all being made possible by VMO’s exclusive real-time audience measurement system; DART (Digital Outdoor Audiences in Real Time). DART is now so advanced that it can detect up to 18 different demographic profiles.

Its DART’s ability to recognise when a majority of a target demographic is viewing that is redefining outdoor targeting. It is this intelligence that allows VMO to match multiple demographics and ads simultaneously.

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.”

To meet growing interest and demand in the product VMO have invested in the creation of a programmatic sales team. The technology and methodologies have been rigorously tested and importantly already deployed to market. This team is headed by Mathew Bushby, director, digital and innovation and supported by Lorna Briggs, GSM strategic partnerships.

Paul Butler, general manager sales and marketing added: “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.”

Before officially launching VMO Programmatic, VMO had worked with top FMCG and telco brands in world first real time Programmatic outdoor campaigns in retail environments. The campaigns on VMO Shop – a path-to-purchase digital outdoor network within retail environments – have delivered significant reduction in audience wastage.

Just last week VMO Work – New Zealand’s only digital office tower network – launched the very first Programmatic outdoor campaign. The first partner to trial VMO Programmatic in the New Zealand market is global fast-food group Subway.

VMO Programmatic is fully supported by a programmatic sales team and is available to brands in retail environments on VMO Shop and a one-to-one basis on VMO On-the-go. It is also available in New Zealand on VMO Work and will be rolled out across Australia’s largest health club network, VMO Active, later this year.

Deeble added: “Live data is changing the way content is generated and consumed. VMO Programmatic is changing the way out of home is able to engage – truly targeting the right audience with accuracy and relevance at the right time.”