New Zealand based LENS Outdoor (LENS) has launched, with plans to revolutionise audience measurement in the Out-Of-Home Advertising sector both here and abroad with the most sophisticated platform in the industry.
In a move to drive a new industry standard, the platform – to be 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, says: “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.
As digital out-of-home (DOOH) rebounds from the impact of the pandemic and with the introduction of programmatic trading, LENS comes at the perfect time, allowing for strategic decisions based on real-time data.
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, and a livestream camera network – displaying all screens in real-time.
Agencies and advertisers will access 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.