VMO looks to redefine outdoor with launch of VMO Programmatic
Out-of-home company VMO has globally launched its programmatic product VMO Programmatic which aims to redefine the outdoor sector by allowing advertisers to target specific demographics in real time across its outdoor networks.
VMO claims the benefits of the platform are “enormous”.
“Using real time audience insight advertisers can deliver highly personalised content in outdoor environments driving a new level of outdoor efficiency,” a press statement said.
This is not ‘programmatic’ is this creative optimisation based on cameras ability to identify an audiences segment.. programmatic enables a digital media buyer to target 1-1 a specific audience based on numerous data metrics. A generic age and gender bracket in a one-to-many environment is not ‘Programmatic!’. The industry needs to be very careful how it goes about throwing around various terminology..
Finally, facial recognition cameras just like those cameras on our smartphones have a focal point that they must focus the camera on. Could VMO please elaborate on what theirs are set to? Is VMO only profiling people 1-2m from the camera/screen or 5m? What about those 10m+ away but still within viewing range? Let’s clear the air and proactively strive towards transparency as an industry!