VMO has unveiled a series of new digital screens at Sydney's Manly Wharf that it says will give advertisers access to Manly's well-heeled community of commuters and tourists.
VMO won the rights to the sites through a competitive pitch process.
The screens will be equipped with VMO's recently launched programmatic serving capability, which allows advertisers to target specific audiences in real time using its audience measurement system Digital Outdoor Audiences in Real Time (DART).
The screens will also offer an opt-in wifi feature, allowing VMO to map the movement and demographics of people visiting the wharf, which MD Anthony Deeble calls a “bonus for advertisers”.
“We are working with trying in our own analytics with DART metrics using wifi, we'll be able to pinpoint a specific demographic and group them when they are present, meaning far greater effectiveness,” says Deeble.
The site is attractive to advertisers because of its affluent nature and high density foot traffic, with roughly six million people visiting the wharf annually. According to Deeble, the screens will best lend themselves to automotive, telco, entertainment and retail advertising.
The Manly Wharf screens are the first of a number of high profile locations in the pipeline for VMO, with further CBD sites planned.
“Manly was an opportunity to get into a commuter hub, it's the gateway to one of the most iconic and best loved suburbs in the country,” Deeble says.
“This is a landmark commuter location for VMO, more importantly, Manly Wharf represents yet another pillar in our network of CBD location that locals visit every day.”
The screens see the outdoor company edging closer to its 2017 strategy of reaching 10,000 screens nationally, and according to VMO MD Anthony Deeble, the company is only a few thousand off target.
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