LENS Outdoor has officially rolled out the newest site testing technology for the out-of-home sector – an industry first portable audience measurement tool, LENS Rover.
Using LENS Outdoor platform technology developed to quantify digital out-of-home audiences in specific locations, the core purpose is to show the potential of new digital sites through accurate audience numbers.
Media owners and operators will be able to evaluate audience volumes, quality and visitor frequency for proposed new sites and locations, providing an increased degree of certainty for expanding into new areas.
This will be particularly impactful for smaller provincial cities and towns across New Zealand, where uncertainty of audience numbers have restricted OOH providers from investing confidently in new properties due to lack of recent, localised traffic data for the area.
Chief Technology Officer for LENS Outdoor, Robin Arnold, says it’s a beneficial addition to the out-of-home industry, which can now see the potential of a new site before building and securing advertisers.
“The LENS Rover means that through the LENS technology, OOH providers can collect true audience numbers prior to launching or building a new site. These pre-site numbers mean right off the bat any OOH company will be able to supply clients and advertisers with up-to-date, accurate audience evaluations.
“The unit will help OOH providers communicate the potential of new sites, and through the LENS technology, will be able to provide real-time audience metrics to their clients for greater transparency of the footfall in the area.”
Fully self-sufficient, the rover uses solar powered battery technology and has 4G mobile internet capability.
With more in the production line, this first LENS Rover will begin its journey in select locations around Auckland before heading across New Zealand to monitor audiences in potential new locations for digital and static OOH.