VMO's New Screens Size Up Their Audience

In Australia, digital screen ad network VMO has unveiled DART 2.0, described as the country's 'most intelligent out of home audience measurement system'.

The technology uses facial recognition software to assess age and gender, and gauges the engagement level of individuals exposed to advertising on the firm's 8,000 digital screens, calculating how many people viewed a campaign and when. It also identifies facial features such as glasses, beards and moustaches and estimates the mood of the viewer.

MD Anthony Deeble says DART's evolution since its launch in 2014 has allowed the outdoor industry 'to completely move away from dated and subjective OOH measures'. He comments: 'The more prized metric - viewer engagement - provides agencies and marketers with more meaningful data than ever before... The benefit to the advertiser is simple; less wastage'.

Web site: www.valmorganoutdoor.com .