New Lens report tells real-time OOH audience metrics

AUCKLAND, Today: “It’s not all gloom,” says Lumo founder/ceo Phil Clemas, taking issue with some of the negative reports emerging from media sectors coping with the Covid effect on their numbers.

Digital out-of-home measurement company Lens Technology shows OOH audience numbers have almost bounced back to pre-lockdown levels as the majority of New Zealand heads into Level 2.

Their DOOH Audience Report has revealed OOH audiences lifted to 96.2% of normal levels in Wellington, Christchurch, Hamilton and Tauranga, a snap back to the status-quo almost overnight.”

Auckland, still in Level 4, remained at 25.3% of normal traffic volumes before lockdown whereas Wellington hit 93.5%, Christchurch 93.7%, Hamilton 91.9% and Tauranga 122.8% after restrictions dropped to Level 2 on Wednesday.

“Lens has established a new benchmark in audience accountability, unique in the world. It is the most accurate measurement around.”

The live data was taken from 32 DOOH placements in prime locations across the country through Lens’ partnership with Lumo Digital Outdoor. The network normally sees on average over 800,000 commuting New Zealanders per day.

Phil Clemas: “The Lens report highlights the value of site-based, real-time data and its importance when informing the market about what is actually happening now. “Unfortunately, we still see reports published locally that rely upon third-party sources, not built for purpose and lacking site-specificity and depth of insight.”

“Lens has established a new benchmark in audience accountability, unique in the world. It is the most accurate measurement around, and although some are focused on doom and gloom, we are certainly seeing are far more optimistic picture.”

• www.lensoutdoor.com
• www.lumodigital.nz