VMO launches “DART360” audience intelligence platform
VMO has today revealed its audience intelligence platform DART360. Evolving from its proprietary tool DART (Digital outdoor Audience in Real Time); DART360 enables clients to plan and optimise their campaigns to engage active consumers across the VMO network. The platform empowers VMO’s clients to gain a deeper understanding of audiences – what consumers think, what they do and where to locate them.
The architecture of DART360 is a simple three step process by which clients can plan, optimise and prove their campaign with one tool. Partnering with leading data providers, VMO now has access to behavioural and attitudinal insights as well as mobile search data, category transaction data and product scan data, down to the basket level.
Paul Butler, GM Sales & Marketing, VMO says, “As the Outdoor industry has grown, so has the demand for a better understanding of the audience. The industry has gone from selling assets to selling audiences and as such, we recognised a need for a tool that would provide clients with a deeper understanding of their consumers. We’ve listened to the industry and developed DART360 to ensure clients buy what they need and get what they paid for. It is not a cookie cutter approach. The platform gives clients the assurance that we’ll choose the best data points to suit the brief and deliver the best audience and results for their campaign”.
Advertisers can use DART360 to identify their target audiences and locate hotspots, the tool then optimises the VMO network connecting the dots to reveal the relationship between audience and location. DART360 has been designed to offer clients a new level of flexibility in Outdoor, not locking them into packages, rather offering tailored and optimised campaign solutions.
Dan Hill CEO, Val Morgan Group adds, “We led the industry with digital Outdoor measurement launching DART in 2014. DART360 is an evolution to better understand audiences. It is designed to benefit clients and drive outcomes and not for VMO to sell inventory the client doesn’t need. DART360 is a targeted, effective and efficient way for advertisers to maximise audience opportunity and minimise wastage.”
Through its beta phase, DART360 has already successfully delivered tailored campaign solutions for major brands. With the platform now live, several more campaigns will launch imminently across the VMO network.