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"By merging OOH systems with data and technology, brands can move beyond traditional advertising and deliver hyper-targeted, high-impact campaigns."
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The Client
Manly Wharf is one of Sydney’s most vital transport and lifestyle hubs. With some ferries carrying up to 1,100passengers per trip, the precinct sees a constant stream of diverse audiences - both locals and tourists alike.
By integrating Viana™ by meldCX, Manly Wharf has moved beyond the "guesswork" of traditional outdoor advertising.
Closing the Gap
For many brands, the biggest challenge with Out-of-Home (OOH) advertising has always been the "measurement gap." Traditionally, advertisers had to rely on broad surveys and footfall estimates to guess the ROI of their campaign.
Manly Wharf has solved this by bringing digital-level transparency to the physical world.
By deploying Viana, in partnership with Australian Outdoor Media (AOM), the precinct now captures real-time, actionable business intelligence:
1
Verified Reach
Moving from estimates to exact counts of foot traffic.
2
Aggregated Demographics
Insights into age category and audience preferences.
3
True Engagement
Measuring exactly how long people look at a screen to gauge advertising impact.
Built-In Privacy
Built on the principle of "Privacy by Design," Viana does not collect or store any personal identifiable information.
All visual data is anonymised and de-identified in real-time. This ensures that no individual profiling is possible,balancing high-performance innovation with ethical practices that safeguard public trust.
Real Results for Advertisers
This partnership redefines how OOH advertising operates.
By extracting the right insights in the right place, Viana and AOM provide Manly Wharf with a comprehensive data set, including:
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Anonymous Audience Profiling
Real-time audience demographic distribution.
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Engagement
Metrics
Dwell time, sentiment analysis, and total content views.
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Campaign
Performance
Accurate counts of anonymised individuals and top-performing creative assets.
Advertisers no longer have to wonder if their campaign worked. They can see exactly how it performed, who itreached, and how to optimise for their next campaign.
