New Zealand-based LENS Outdoor (LENS) launched Monday with plans to revolutionise audience measurement in the Out-Of-Home Advertising sector with, what they call, the launch of the most sophisticated platform in the industry.
In a move to drive a new industry standard, the platform which is known as LENS, will initially be rolled out by LUMO Digital Outdoor, with discussions currently underway with several Australian and UK-based media operators.
Robin Arnold, LENS’ Chief Technology Officer told us “The industry as a whole is waking up to the fact that historical ways of audience measurement for out-of-home is simply not up to scratch, lacking both the accuracy and transparency that advertisers are now demanding. It’s great to have several foundation partners onboarding LENS and we’re excited to develop the product alongside our clients.”
LENS partnered with software developer Latch Digital to build the audience measurement platform, with the aim of delivering world leading transparency and accuracy.
The LENS platform will encompass four key components that inform its outputs:
- Unique audience reach and visitor frequency measures
- Detailed vehicular insights
- A Site based demographic overlay
- A livestream camera network – displaying all screens in real-time
When asked what separates LENS from other Outdoor providers’ systems in this space, David Roper from Latch Digital said “LENS presented us a brief to design and develop a client-focused audience measurement platform that delivers real-time transparency and accountability specifically for roadside DOOH media operators. The priority was on accuracy and relevancy to the dynamic nature of DOOH.”
LENS partnered with AXIS and Vaxtor to install a site-based Automatic Number Plate Recognition (ANPR) camera network across LUMO’s digital billboard portfolio. This site-based camera infrastructure delivers millions of data points each day which offers a high degree of accuracy and reliability.
Agencies and advertisers will have access to an intuitive dashboard which will provide them with weekly, daily and hourly data insights which are live. Primarily used for post-campaign reports and media proposal validation, a DOOH media planning feature is under development and will be introduced soon.
LENS is excited to have LUMO as their foundation client who are now actively introducing the platform to their customers.
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