VMO has launched “Social Journeys,” a programmatic outdoor solution designed to enable brands to extend their social media campaigns across VMO’s outdoor network in Australia and New Zealand.
VMO’s network encompasses over 10,000 screens in 2,000 locations, including shopping centres, petrol stations, convenience stores, health and wellness clubs, and office towers.
“Social Journeys” utilizes programmatic audience targeting to facilitate precise connections with audiences within VMO’s environments, aiming to reduce campaign waste.
VMO has partnered with Nova, a creative automation company, to allow brands to adapt existing social media creative for VMO’s screen network, streamlining the artwork development process.
Advertisers can also create cross-platform partnerships between VMO and Val Morgan Digital’s publications, including The Latch, POPSUGAR, BuzzFeed, Tasty, LADbible, and SPORTbible, to extend digital campaigns into relevant VMO locations, potentially increasing reach and campaign performance.
Director of programmatic at VMO Sabarish Chirakkal said: “We have consistently challenged conventions and redefined the possibilities of programmatic outdoor, and with Social Journeys, we take another bold step forward in doing outdoor differently.
“We’re enabling brands to extend their social campaigns to connect with consumers in impactful ways, blending data-driven insights, dynamic storytelling, and real-world engagement to create truly immersive and meaningful outdoor experiences,” he added.
Meanwhile, Gavin Merwood, GM – APAC of Nova added: “At Nova, we lead the Social Display and video category, enabling brands to run their top-performing social ads across the open web. We’ve launched the industry’s first scalable creative automation solution for Connected TV. This marks our first global collaboration in DOOH, and we’re excited to partner with VMO, a leader in programmatic digital outdoor in Australia and New Zealand to help advertisers seamlessly activate their social campaigns into the physical world.”