Screens that have the capacity to rise above any clutter and deliver clear lines of sight, by being placed above thoroughfares, in main walkways, escalators and on the retail path-topurchase, are the most recalled by shoppers. This has all been factored into the strategic placement of the World Square screens, capturing traffic flow through major entry and exit points as well as escalators leading to key retailers, all of which offer the best possible points to connect with shoppers in the right moment and engage them to take action. Adding to the modern retail experience, a wide range of engaging content that is relevant, entertaining, and informs and inspires, will seamlessly connect screens and brands to audiences at a deeper level, further enhancing the premium nature of the World Square shopping environment. As consumer attention increasingly becomes a key measure of advertising success, the outdoor advertising industry has seen an evolution of digital screen capabilities. VMO has now taken this to a new level with next generation digital LED screens with real intelligence, crystal COPYRIGHT©
clear resolution (five times that of existing LED formats) and, importantly, greater meaningful data capabilities.
With data being key to successful retail advertising, the company recently launched DART R&F, which fuses VMO’s real-time audience measurement platform, DART, with accredited third-party consumer data and machine learning to determine hourly audiences down to a unique screen level. This further builds on VMO’s ability to measure the number of consumers whom are viewing content – based on their age, gender, when they viewed and how many viewed – thereby providing more insights and analytics of real-time audience viewing habits. Now, DART R&F provides gamechanging technology for advertisers and retailers alike, by not only providing the most robust audience reach measurement but also offering the
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best possible ways to target shoppers on the path-to-purchase. This provides valuable audience and traffic movement information to better inform shopper insights that can lead to improved overall retailer placement and help attract retailer brands whom seek greater shopper intel. Audiences are constantly being measured so that advertisers can be specific with targeting and delivering contextually relevant ads or optimise their campaigns’ ROI screen by screen. As VMO’s largest capex investment across a single retail asset, these truly intelligent, next generation screens not only deliver the perfect space for an immersive consumer experience but also offer state-of-the-art opportunities to engage shoppers with impact. Despite the challenges of 2020, VMO is investing in new iconic large LED digital formats with premium placements and integrating best-inmarket new technology to enhance the advertiser and audience experience. This in turn will give brands access to the best locations, while also delivering consumer engagement opportunities at scale. SCN SHOPPING CENTRE NEWS 71
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