VLC was engaged by the Measurement of Outdoor Visibility and Exposure Pty Ltd (MOVE) to modernise their existing audience measurement system to better represent the digital signage that is rapidly becoming the dominant format in the outdoor marketing stable.

The client had undertaken a collaborative research project with University Neuroscientists to evaluate the effectiveness of such panels and, as such, they needed a way to integrate the outcomes of this research into the results of their audience measurement system.

Client requirements

MOVE required their audience measurement system to maintain industry relevance as new data and metrics become available. This project helped MOVE evolve by updating the underlying reporting engine to incorporate the neuroscience impacts of signage and the uplift in audience caused from modern digital advertising media

Outcomes

VLC developed significant software updates to the underlying reporting engine which calculates the audience for a campaign to apply digital uplift factors and extract neuroscience impact factors. As the overall amount of computation required to achieve this has increased significantly, the cloud architecture was also restructured to allow for more cost-effective utilisation of AWS-based resources. VLC worked closely with the digital design team at Red Ant to deliver all of this within a refresh of the look and feel of the front-end website.