One of Queenstown’s most popular and well known shopping centres, Five Mile, recently partnered with LENS, to provide audience and customer analysis for their tenants. The two organisations launched a new solution, aiming to give tenants a unique understanding of the visitors to the shopping centre.
The LENS solution captures images specifically from passing vehicles, using advanced Licence Plate Recognition (LPR) technology coupled with high-resolution video cameras. \
Previously, marketers would spend a lot of time, effort and capital on researching where their target demographic was most likely to see, and respond to an advertising banner or display, and install it, hoping for the best.
The new solution drills much deeper into specific details about the traffic passing one of these display advertisements, giving marketers more control over what ads are displayed, to whom they are displayed, and when. Essentially, this allows much more targeted and effective advertising and therefore a better use of marketing budgets.
The LENS platform, in conjunction with the Axis cameras, gives advertising clients insights and campaign validation unlike any other OOH operator. The platform and information provided by the cameras offers stakeholders the ability to be smarter in planning campaigns and improve the return-on-investment of their advertising spend.