Val Morgan sharpens DART

Rachael Micallef
By Rachael Micallef | 4 November 2015

This first appeared in the 30 October Issue of AdNews in print. Subscribe to AdNews in Print, or get it now on iPad.

Holograms and mood targeting are on the outdoor advertising agenda for 2016 as Val Morgan rolls out enhanced capability of its audience measuring tool that will allow advertisers to determine the mood of their outdoor viewers in real-time.

The outdoor sector has been awash with innovation of late, with AdShel launching its digital street furniture network, and Ooh! Media amping up its retail footprint and the Excite network.

Val Morgan Outdoor is updating its bespoke measurement tool - Digital outdoor Audience in Real Time (DART) – to capture the mood of its viewing audience, using its existing facial recognition technology, allowing “smart marketers” to serve an ad to people based on the mood they have at the time.

Val Morgan Outdoor managing director, Anthony Deeble, told AdNews: “Without a doubt one component of it is relevance, but it is also about insight – what are people’s likely moods at different parts of the day as they move around their shopping journeys?” Deeble said.

There is no specific formula on how the tech should be applied yet, but he said, “it's early days so we have to be quite open about how it is used”.

While DART's new features won't be available until next year, Val Morgan Outdoor is already showing off the capability to media buyers as part of its annual digital innovation showcase. In its second year, the showcase takes the form of mini-upfronts and is part of a quarter of a million dollar investment by the company to highlight its offering.

Along with DART's mood recognition technology, Val Morgan will be launching new demographic profiles, ramping up across programmatic, augmented reality, virtual reality and gesture control, and giving a first taste of its investment in hologram technology, which it is also bringing to market in 2016.

“We don't think it's something every client is going to want to use on every occasion, but we see it as a tactical tool aligned to something in the way of an activation,” Deeble said.

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