Global media and entertainment company Outernet London has launched PIAMS, a pioneering immersive audience measurement system that uses Virgin Media O2 and Meshh technology to track real-time visitor behaviour in live entertainment environments.
The system uses anonymous mobile data and sensors placed throughout Outernet to measure visitor numbers, how long people stay, and how they move around the space, all updated every five minutes. This gives venue operators, event organisers, and brands precise data on audience engagement rather than relying on estimates.
“We’ve created a system that tells a powerful story about how audiences move, dwell, and interact with content in real-time,” said Dan Patton, Director of Digital Publishing & Operations at Outernet. “For our clients, that means smarter campaigns, clearer ROI, and insight at a level the industry has never seen.”
The technology can distinguish between people just passing through and those genuinely engaging with content. It tracks peak times, measures how different content performs, and helps optimise everything from staffing to campaign planning.
Caroline McGuckian, CEO of Meshh, called the results “genuinely groundbreaking” after nine months of development and testing. With over 80m annual visitors to the Outernet district, the system provides detailed insights that could transform how the entertainment and events industry measures success.
Emily Alcorn from Talon noted that combining spatial sensors and mobile data at this level is “very impressive” and represents a comprehensive approach to audience measurement.
Meshh is a global provider of enterprise-class location-based intelligence and interaction solutions for event agencies, organisers, venues, brands.
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