Tractor Outdoor’s deep investment in its forecourt audience measurement allows advertisers to establish the real reach of their campaigns. Powered by AllUnite and underpinned by the globally recognised Visibility Adjusted Contacts (VAC) framework, the new system introduces verified and quantified audiences, while the +165-screen Digilites network delivers brand presence and messaging frequency at scale.
‘This investment is an ongoing part of our strategy to innovate and engage the latest tech to ensure our clients stay top-of-mind in everyday environments,’ said Ruchelle Mouton, Chief Marketing Officer at Glynt, the parent company of Tractor Outdoor.
‘With the new measurement in place, advertisers can finally ‘buy’ certainty; not just in impressions, but in the true reach of their campaigns.’
Mouton says the updated methodology incorporates sensor and mobility data, capturing real movement patterns, dwell times, and audience flows around Digilite sites, while the VAC adjusts for angles, distance and site-specific factors to calculate viewed impressions.
This information is then validated against ground truth benchmarks. ‘Moreover, the three-sensor modelling provides a triangulated framework that ensures data consistency and reliability. Should one sensor be affected by power outages or signal issues, the model engages additional sensors to maintain accuracy, providing a credible measure of audience exposure by hour, day and location.’
Mouton says that owing to this new investment, Tractor is able to demonstrate scale and impact across the network, with a single booked slot delivering an average monthly reach of more than 400,000 unique individuals and over 5.5 million monthly viewed impressions, providing a highly accurate indication of reach and ensuring campaigns are measured on actual exposure. In total, the network delivers an audience universe of more than 65 million monthly viewed impressions.
‘For advertisers, this means Digilites campaigns can now be planned and reported with the same rigour as other digital media, with programmatic enablement, demographic insights for more precise targeting, and post-campaign delivery reporting included – which is verified data on actual campaign delivery, not just forecasts’, she added.
‘This offers a clear link to ROI, allowing them to connect their investment directly to audience delivery and business outcomes.’
TRACTOR OUTDOOR
www.tractoroutdoor.com
