VMO Launches Real-Time Programmatic Ad Serving In World First

VMO Launches Real-Time Programmatic Ad Serving In World First
SHARE
THIS



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.

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.”

Please login with linkedin to comment

B&T competition Guidelines

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]