Val Morgan Outdoor thinks it has a better solution for audience measurement and engagement of its digital outdoor screens.
The firm thinks DART will hit the mark with media buyers and advertisers because it will measure viewer engagement, rather than opportunity to see, and it claims the data will be available in real-time from an audience base of more than 300,000 people at any given time.
Boss Anthony Deeble claims DART (Digital outdoor Audience in Real Time) gives advertisers post-campaign measurement metrcis that are therefore more meaningful to advertisers.
The additional measurement push comes as Val Morgan is investing in expanding its digital screen network, increasing its large format digital panels to 450 screens, and growing its petrol pump network by more than 600, taking its total petrol station nework to some 2,000 screens.
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