Val Morgan Outdoor (VMO) has revealed its newest audience intelligence platform called DART360. It is an evolution of the company’s proprietary tool DART (Digital outdoor Audience in Real Time).
DART360 allows clients to plan and optimise their campaigns to engage active consumers across the VMO network. The architecture of the platform is a three-step process by which clients can plan, optimise and prove their campaign with one tool. Partnering with leading data providers, VMO now has access to behavioural and attitudinal insights as well as mobile search data, category transaction data and product scan data, down to the basket level.
Advertisers can use DART360 to identify their target audiences and locate hotspots. The tool then optimises the VMO network connecting the dots to reveal the relationship between audience and location. DART360 has been designed to offer clients a new level of flexibility in outdoor, not locking them into packages, rather offering tailored and optimised campaign solutions.
VMO’s general manager for sales and marketing Paul Butler said: “As the outdoor industry has grown, so has the demand for a better understanding of the audience. The industry has gone from selling assets to selling audiences and, as such, we recognised a need for a tool that would provide clients with a deeper understanding of their consumers. We’ve listened to the industry and developed DART360 to ensure clients buy what they need and get what they paid for. It is not a cookie cutter approach. The platform gives clients the assurance that we’ll choose the best data points to suit the brief and deliver the best audience and results for their campaign.”
Through its beta phase, DART360 has successfully delivered tailored campaign solutions for major brands. With the platform now live, several more campaigns will launch imminently across the VMO network.