In a global first, VMO has launched a Programmatic Outdoor product that allows advertisers to target specific demographics in real time across its outdoor networks. The product has launched today in New Zealand with its first partner – global brand Subway.
It’s 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.
It’s DART’s ability to recognise when a majority of a target demographic is present that is redefining outdoor targeting. It is this intelligence that allows VMO to target ads in real time to the right audience.
VMO managing director Anthony Deeble said: “Using DART our exclusive audience measurement system enables us to ensure we are delivering the client’s creative dynamically at the right time to the right audience – a giant leap forward in effectively targeting audiences in out of home environments. The benefit to the advertiser is simple – less wastage.”
“The benefit to the advertiser is simple; less wastage”
VMO managing director Anthony Deeble said: “Using DART our exclusive audience measurement system enables us to ensure we are delivering the client’s creative dynamically at the right time to the right audience – a giant leap forward in effectively targeting audiences in out of home environments. The benefit to the advertiser is simple – less wastage.”
The first partner to trial Programmatic Outdoor in the New Zealand market is global fast-food group Subway. Each time a majority of the target audience is detected across the VMO Work network, the Subway creative is advertised.
Ikon Communications client service director Vanessa Williams said: “for our latest Subway campaign (BBQ Pulled Pork) we have looked at ways we can target the hard to reach males 25-54 audience. The programmatic offering from VMO gives us the ability to minimise wastage and ensure we are delivering the right message at the right time to our audience.”
To meet growing interest and demand in the product VMO invested in the creation of a programmatic sales team, headed by digital & innovation director Mathew Bushby.
“The Subway campaign is live now,” Deeble says.
VMO Programmatic is available in Australia and New Zealand and is fully supported by a programmatic sales team. More details at
- More details at: www.valmorganoutdoor.com
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