Press Release

VMO sets new benchmark in Outdoor measurement: hourly audience planning, at screen level

October 12, 2020
  • VMO has launched a new revolutionary audience planning tool, DART R&F
  • DART R&F is the only OOH planning tool that measures audiences hourly at a screen level
  • DART R&F enables VMO to build impression scores to power programmatic campaigns
  • Built in partnership with independent marketing effectiveness consultancy Data2Decisions


Val Morgan Outdoor (VMO) has evolved DART, its audience measurement platform, to create a new benchmark in outdoor measurement, ‘DART R&F’.

DART R&F harnesses the extraordinary power of VMO’s facial analytics data with third-party consumer data and machine learning. Together, this allows VMO to determine hourly audience at a screen level across VMO’s retail, health club and petro-convenience environments. DART R&F delivers clients a new benchmark in OOH audience planning and provides actionable results for campaigns.

“DART represents an enormous wealth of human interaction data that, when calibrated against third-party and independent data sources, it provides a highly accurate and scalable view of true audiences at VMO locations. Whether clients are buying traditional campaigns or programmatic campaigns, marketers can have confidence the audience methodology applied is consistent across all VMO assets and has been independently built and verified.  DART R&F utilises the best data science in market to deliver a highly accurate third-party measurement tool that will revolutionise OOH audience planning,” Paul Butler, Managing Director VMO said.

DART R&F’s granularity of data enables VMO to build accurate measurement of impressions hourly and at an individual screen level.  This is a fundamental requirement in measuring programmatic campaigns, further cementing VMO’s position as a leader in this space.

VMO worked with Data2Decisions to independently build and verify the audience reach methodology, which from today will apply to all campaigns.

“Using the latest machine learning techniques to combine datasets, we were able to create a prediction model of specific audiences by the hour at an individual screen level. This has helped us, in partnership with VMO, to create reach and frequency calculations that provide the most robust measure of OOH audiences to date,” John Price, Managing Partner Data2Decisions​ said.


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For further information contact:

Paul MacGregor

0410 199 033


About Val Morgan: Val Morgan is an industry leader delivering premium, highly attentive audiences across Cinema, Outdoor and Digital platforms. Located throughout Australia and New Zealand, Val Morgan provides a 100% digital, full-screen, advertising solution for brands looking to connect with engaged and active consumers. The Val Morgan network comprises of over 14,000 location-based digital advertising screens in cinema, retail, petro-convenience and fitness locations, and offers digital publishing opportunities via The Latch and Fandom – the world’s largest entertainment fan site.

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