Page 21 - AdNews Magazine Jan-Feb 2021

in partnership with
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DART Audience Measurement: Essential Services Jan-Nov 2020
VIC only National excl. VIC
VIC lockdown officially lifted
Curfews lifted and some ease of restrictions
26 Sep 26 Oct 26 Nov
Uncertainty triggers panic-buying behaviours
Weekly norm (±10%)
Lockdown easing begins
VIC 2nd wave lockdown begins
26 May 26 Jun
26 Jan
26 Feb
Varying levels of lockdown begin
26 Mar 26 Apr
26 Jul
26 Aug
*Audience results provided are derived from VMO’s proprietary audience measurement tool, DART. The results are based on data from a sample of locations and screens.
“Using real-time audience insights, we help brands find their audiences and set up automated targeting to reach them at the right time, in the right place.”
fundamental puzzle piece that helps marketers and agencies prove their OOH investment was delivered across each screen as planned.
Programmatic OOH
is the future
In 2018, VMO identified an appetite for programmatic trad- ing. We moved quickly, building the required infrastructure, and forming partnerships with the major trading platforms. Like many businesses in the tech space, 2020 accelerated growth. From a standing start 12 months ago, programmatic will represent five per cent of revenue to our business during 2020.
Using real-time audience insights, we help brands find their audiences and set up automated targeting to reach them at the right time, in the right place. Our inventory is available across all the major exchanges and DSPs for
ease of transaction. We have built a robust model for the future of OOH trading.
The evolution of supporting technologies such as dynamic cre- ative and ad verification to better support Programmatic Outdoor will be an important enabler to further growth and adoption. We predict it will represent 10 per cent of revenue for VMO in 2021 and continue to hockey-stick up in the near term.
There is a lot to get excited about in 2021. Advancements in technology combined with greater trust and transparency will see investment return to pre- COVID-19 times. We predict greater appetite and investment in programmatic OOH. That is why we firmly believe digital out- door has never been more com- pelling, and why now is the time for brands to harness insights and immediacy to better plan, invest and execute their OOH in 2021.
Opportunity to see (OTS)