Outdoor media company VMO has installed what it claims is Australia's first ‘smart’ large format outdoor screen embedded with Audience Measurement Device (AMD) technology.
The digital billboard measures 6 metres wide by 4 metres high and is placed on the façade of the Chevron Renaissance Shopping Centre, Surfers Paradise Boulevard.
It will be able to measure the audience engagement of pedestrians using VMO's Digital-Outdoor Audience in Real Time measurement system to capture real time insights like a person's age and mood. It does this by using facial recognition technology and VMO says the sensors will be able to detect people in vehicles that pass by.
VMO claims this digital scren in Surfers Paradise is an Australian first.
“The Chevron site is now home to Australia’s very first smart outdoor screen. In the first instance DART technology will be used to capture real-time audience insights – delivering real-time accountability for roadside clients,” VMO managing director Anthony Deeble says.
“We are changing the roadside experience. VMO is testing Vehicle Recognition Technology (VRT). This technology will give us the capacity to recognise the make, model and year of oncoming vehicles – leading to an enormous opportunity for advertisers.”
VMO's Shop portfolio has increased to 410 locations reaching a fortnightly cumulative audience of over 50 million people. This includes 62 premium large format screens.
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