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Australian pump-top DOOH network now autoprogrammed based on real-time viewer metrics

Australian digital out-of-home network Val Morgan Outdoor announced its inventory across the Val Morgan PumpTV gas station network is being programmed and traded automatically based on real-time audience viewing metrics.

September 18, 2014

Australian digital out-of-home network Val Morgan Outdoor announced its inventory across the Val Morgan PumpTV gas station network is being programmed and traded automatically based on real-time audience viewing metrics.

The digital signage advertising initiative, which the company says "marks a world first," was made possible through a collaboration between Val Morgan, Videology, Starcom MediaVest Group and their clients Optus, GIO and Subaru, according to the announcement. It is designed to deliver targeted advertising to the right audience at the right time, while also improving implementation efficiencies, the company said.

According to Val Morgan, the addition of the PumpTV network to the pool of video inventory available gives advertisers the opportunity to target an audience of active shoppers, just moments away from purchase with a fully automated trading platform based on targeted audiences. 

The ability to make Val Morgan inventory available through the Starcom MediaVest Group Video platform is powered by Videology. Enhanced data and insights from Val Morgan's audience detection data is used to serve targeted addressable digital out-of-home video ads. Ad serving parameters based on time, place, context and audience increase media value, drive efficiency and enhance accountability, the company said.

Anthony Deeble, managing director of Val Morgan Outdoor and chairman of the DPAA, said in the announcement that "[t]his new initiative marks a truly groundbreaking leap forward for digital out-of-home. It allows advertisers to implement campaigns with the simplicity of automated and programmatic trading whilst delivering a targeted out-of-home audience measured in real time. Digital out-of-home now becomes part of screen strategy, alongside TV, digital, cinema and mobile."

"This game changing initiative increases agency efficiencies by consolidating screen media in one interface," said Jason Tonelli, executive director of digital at Starcom MediaVest Group. "This approach enables our clients to be much more relevant and personalised in the experience they deliver to the customer, extremely close to the point of sale, in a programmatic way — and doing this in a scalable fashion." 

"Videology's technology was built to support the needs of brand advertisers in the converging world of television and video. While we've seen tremendous growth across online video, mobile and connected TV, we know that the scope and possibility of connected screens is still evolving," Videology ANZ Managing Director Sarah Wyse said in the announcement. "That's why partnering with Val Morgan Outdoor and Starcom MediaVest Group to deliver the next frontier of addressable screens — outdoor advertising — is so exciting. Our screen-agnostic technology combined with Val Morgan Outdoor's audience detection data, scale and reach will enable one-to-one marketing to out-of-home consumers for the first time ever in Australia."