Monday, 5 October 2020, 11:14 amPress Release: LENS Outdoor

New Zealand-based LENS Outdoor (LENS)launched today with plans to revolutionise audiencemeasurement in the Out-Of-Home Advertising sector both hereand abroad with the launch of the most sophisticatedplatform in the industry.

In a move to drive a newindustry standard, the platform - to be known as LENS willinitially be rolled out by LUMO DigitalOutdoor, with discussions currently underway withseveral Australian and UK-based mediaoperators.

The industry as a whole is waking up tothe fact that historical ways of audience measurement forout-of-home is simply not up to scratch, lacking both theaccuracy and transparency that advertisers are nowdemanding. Its great to have several foundation partnersonboarding LENS and were excited to develop the productalongside our clients. Robin Arnold, LENS ChiefTechnology Officer.

LENS partnered with softwaredeveloper Latch Digital to build the audience measurementplatform, with the aim of delivering world leadingtransparency and accuracy. As digital out-of-home (DOOH)rebounds from the impact of the pandemic and with theintroduction of programmatic trading, LENS comes at theperfect time, allowing for strategic decisions based onreal-time data.

The LENS platform willencompass four key components that inform itsoutputs:

When asked what separates LENS fromother Outdoor providers systems in this space, DavidRoper from Latch Digital commented, LENS presented us abrief to design and develop a client-focused audiencemeasurement platform that delivers real-time transparencyand accountability specifically for roadside DOOH mediaoperators. The priority was on accuracy and relevancy to thedynamic nature of DOOH.

The Covid-19 pandemicexposed a significant weakness in the various datasets thatare used in the OOH sector. Without the ability to collectand report on current audience metrics, the other platformsrely upon modelled data that is outdated, inaccurate, lackstransparency and site specificity.

This dilemma wasresolved by LENS partnering with AXIS and Vaxtor to installa site-based Automatic Number Plate Recognition (ANPR)camera network across LUMOs digital billboard portfolio.This site-based camera infrastructure delivers millions ofdatapoints each day which offers the highest degree ofaccuracy and reliability of any roadside OOH measurementsystem in the world.

Agencies and advertisers willaccess an intuitive dashboard which will provide them withweekly, daily and hourly data insights which are live.Primarily used for post-campaign reports and media proposalvalidation, a DOOH media planning feature is underdevelopment and will be introduced soon.

LENS isexcited to have LUMO as their foundation client who are nowactively introducing the platform to theircustomers.

If you are interested in learning more,contact hello@lensoutdoor.nz

LENS leverages theinnovative Kiwi spirit by looking beyond the status quo andanswering the needs of its core client base.

Createdamidst the challenges of the Covid-19 pandemic, LENS wasdeveloped in New Zealand to specifically account for thedynamic volume, patterns and trends of Digital Out-Of-Home(DOOH) audiences. Its unique use of data and technologyoffers real-time insight, accuracy and transparency, unlikeany currently available in the OOH sector anywhere in theworld.

LENS Outdoor is the inaugural platform thatuses multiple site-based high-resolution cameras,specialised number plate recognition software and anintuitive dashboard to deliver truthful insights of DOOHaudiences as they travel past digital billboards, every hourof everyday.

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LENS - The Evolution In Out-Of-Home Analytics - Scoop.co.nz