Digital out of home network Inlink is launching a real-time audience measurement and analytics platform to give clients and agencies detailed and accurate information on the reach and effectiveness of their brand campaigns.

In a step change for the Australian out of home industry, the new Inlink platform uses Wi-Fi technology to count foot-fall volumes, dwell time and proximity of people to specific locations. The platform is similar to that used by Westfield and others to measure traffic volumes in shopping centres.

Inlink has installed the platform in CBDs across Sydney, Melbourne and Brisbane with the first audience analytics to be available at the end of September. Installations are underway in Perth and Adelaide, to be added to the platform in October.

“This is a major step forward for out of home, moving from modelled audience measurement to real time audience analytics,” said Dan Howlett, Inlink general manager of product and innovation. “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.”

Under development for the past 12 months, Inlink’s platform will capture millions of data points each day to provide a real-time view of people-traffic volumes and provide analysis of trends and traffic behaviours. It also provides campaign specific reach and frequency information using current data.