Val Morgan Trades Outdoor Ads Based on Real-Time Audience Metrics

The future of digital out of home trading has arrived with Val Morgan Outdoor inventory across the PumpTV network being programmed and traded automatically based on real time audience viewing metrics.

This initiative marks a world first and was made possible through collaboration between Val Morgan, Videology, Starcom MediaVest Group and their clients Optus, GIO and Subaru. It marks a paradigm shift for the digital out of home industry, delivering targeted advertising to the right audience at the right time, whilst also improving implementation efficiencies.

With digital video content in high demand, the addition of the PumpTV network to the pool of video inventory available gives advertisers the opportunity to target an audience of active shoppers, just moments away from purchase with a fully automated trading platform based on targeted audiences.

The ability to make Val Morgan inventory available through the Starcom MediaVest Group Video platform is powered by Videology. Enhanced data and insights from Val Morgan’s audience detection data is used to serve targeted addressable digital out of home video ads. Ad serving parameters based on time, place, context and audience increase media value, drive efficiency and enhance accountability.

Anthony Deeble, managing director of Val Morgan Outdoor and chairman of the DPAA commented: “This new initiative marks a truly ground breaking leap forward for digital out of home. It allows advertisers to implement campaigns with the simplicity of automated and programmatic trading whilst delivering a targeted out of home audience measured in real time. Digital out of home now becomes part of screen strategy, alongside TV, digital, cinema and mobile.”

“This game changing initiative increases agency efficiencies by consolidating screen media in one interface,” adds Jason Tonelli, executive director of digital at Starcom MediaVest Group. “This approach enables our clients to be much more relevant and personalised in the experience they deliver to the customer, extremely close to the point of sale, in a programmatic way – and doing this in a scalable fashion.”

“Videology’s technology was built to support the needs of brand advertisers in the converging world of television and video. While we’ve seen tremendous growth across online video, mobile and connected TV, we know that the scope and possibility of connected screens is still evolving,” said Sarah Wyse, managing director, Videology ANZ.

“That’s why partnering with Val Morgan Outdoor and Starcom MediaVest Group to deliver the next frontier of addressable screens—outdoor advertising—is so exciting. Our screen-agnostic technology combined with Val Morgan Outdoor’s audience detection data, scale and reach will enable 1-1 marketing to out-of-home consumers for the first time ever in Australia.“

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