VMO expands audience measurement capabilities with DART R&F.

Val Morgan Outdoor (VMO) has launched a new audience planning tool, DART R&F, which will make it the only outdoor provider that can measure audiences hourly at a screen level.

The tool will enable VMO to build impression scores which will then power programmatic campaigns and was created with independent marketing effectiveness consultancy Data2Decisions.

Using VMO’s facial analytics data and third-party consumer data and machine learning, DART R&F will allow the outdoor provider to determine hourly audience at a screen level across its retail, health club and petro-convenience environments.

Paul Butler, managing director, VMO, said DART R&F delivers a new benchmark in 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,” said Butler.

“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.”

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.