Val Morgan Launches DART: Digital Audience in Real Time

Two darts in the bull's eye. Shallow DoF.
B&T Magazine
By B&T Magazine



Val Morgan Outdoor is confident 2015 will be its biggest year yet with the launch of a new audience measurement system for its outdoor digital screens.

It’s called DART which stands for Digital Audience in Real Time and it’s got the out of home network provider tickled by the possibilities.

Val Morgan’s chief executive, Damian Keough says DART will use audience metric devices to measure an audience of more than 250,000 retail shoppers – in real time.  The technology allows for the “reporting of not only the demographic profile, but engagement on an individual campaign basis, which allows real accountability in real time,” he said.

Val Morgan Outdoor expects to engage 30 million shoppers each week and calls itself the biggest and most impactful digital outdoor network in the country.

DART technology measures audience engagement, what time of day and what day of the week they engage. DART can provide post-campaign metrics which is said to be more meaningful to advertisers.

The company’s petrol station offerings will also use DART to measure 50,000 consumers at fuel stations nationally.

The DART measurment scheme ties in with Val Morgan’s multimillion dollar investment in additional screens in both retail and pump TV business.

“Our shopping centre footprint will grow from 350 to 430 locations nationally by early next year,” said Keough. “We will be the world’s biggest digital screen network in shopping centres.”

The screens are said to be strategically placed in high traffic areas such as outside supermarkets and within the vicinity of food courts.

Keough added that as well as its out of home digital screen expansion, the cinema industry is in great shape. He said: “The level of enthusiasm for cinema at a global level is incredible.” Keough implored advertisers and marketers to use cinema as an addition to their TV and online campaigns.

“Ad skipping and ad-avoidance is at an all-time high, which makes the environment of cinema more powerful than ever,” Keough said, adding that “audiences are present and without distraction – ready for your message”.




Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]