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VMO results: Beards cut short, late male stragglers, and females remain fashionable at The Beacon Awards

While agency folk basked in champagne and celebration at The Beacon Awards last Thursday night, advertising network VMO sat discretely in the corner of the room harvesting data.

During the event, VMO’s large format digital screen captured real-time data. Using its proprietary audience measurement system DART (Digital outdoor Audience in Real Time), the screen measured and aggregated anonymous demographic data including, age, gender and mood throughout the evening.

Key findings saw the biggest loser was beards, with only 1.5 percent of guests donning furry chops. Other results showed ladies pipped males in attendees accounting for 54 percent and males 46 percent, while males were first to arrive and last to leave – which could mean a number of things.

For VMO, it was the perfect opportunity to demonstrate the capabilities of DART analytics and the multiple ways data is influencing content.

VMO’s presence continued into the night with its sponsorship of the ‘Best Use of Data’ category, with MBM taking out a Gold with Serato’s ‘Propensity to DJ’.

Gordon Frykberg, general manager of VMO New Zealand says MBM demonstrated the powerful capabilities of data, making it a very worthy winner of the ‘Best Use of Data’ award.

“It’s exciting to see data becoming a key pillar in consumer engagement.

The full list of VMO’s findings are here:

·       38 percent of guests checked the table seating plan – the others most likely got lost on the way to their table!

·       46 percent of guests were male, while 54 percent were female.

·       Happiness levels peaked in the middle of the night… our guess is champagne levels increased as well!

·       Males were first to arrive (and the last to leave), with females fashionably late.

·       And beards… not so trendy anymore! Only 1.5 percent of guests sported a beard.

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