We’ve launched DART 2.0.

DART 2.0 gives brands the most intelligent out of home audience measurement system in market.

 DART 2.0 anonymously tracks over 2 million Australians and measures those viewing content based on their age, gender, when they viewed and how many viewed providing more insights and analytics of real time audience viewing habits.

DART 2.0 reads audience characteristics with precision. Now identifying 18 demographic profiles (previously 8).

It even highlights facial features and can determine moods.

Yes, DART 2.0 now makes programmatic outdoor possible. Have your content triggered when the relevant target audience is mostly watching.

DART – Digital Outdoor Audience in Real Time

It’s VMO’s exclusive real time audience measurement system.

Why choose DART 2.0?

At VMO, we recognised that current Out of Home methodologies lacked the sophistication to capture audience engagements in Digital Outdoor. And so we developed DART as an advanced audience measurement tool to provide greater accountability for our partners.

We launched DART in November in 2014 and since its initial launch we’ve been learning and testing the software to further advance its capabilities. We’re now proud to offer clients;

• More possibilities via technological advancements.
• More insights and meaningful data
• Greater accountability.

How does it work?

DART is a shining example of (AI) Artificial intelligence. Through Audience Metrics Devices (Image scanners no bigger than a thumbnail) our screens anonymously tracking those viewing content.
These images are then processed using facial recognition software that analyses and assess those viewing by their age, gender, facial expression and level of engagement.
Reports are provided weekly. This gives our clients the ability to review their campaign performance and make meaningful marketing decisions with detailed audience data in hand.

Programmatic in Digital Outdoor

YES! It can be done. In fact it was VMO that founded it here in Australia.

What does that mean for our clients?
We are able to program a campaign so that the ads only run when a majority of the target audience are watching.

Your message delivered at the right time to the right audience on their path to purchase.

The benefit to the advertiser is simple; less wastage – more of the people they want to see the advertisement.

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