We’re incredibly excited to announce the launch of a truly groundbreaking project — the Public Immersive Audience Measurement System (PIAMS) at Outernet London. Developed in close collaboration with Virgin Media O2’s O2 Motion platform, this new real-time audience analytics system is powered by Meshh spatial analytics, and it’s setting an entirely new standard for audience measurement in immersive, live environments.

At Meshh, we’ve always believed in the power of data to drive better decision-making — and PIAMS is the embodiment of that belief in action. Installed across the Outernet district, one of the busiest entertainment areas in central London, PIAMS is providing a level of real-time insight that simply hasn’t existed before.

Using our cutting-edge sensors, combined with anonymised mobile data from O2 Motion, we’re now capturing behavioural data every five minutes across multiple visitor zones. We’re talking footfall volumes, movement paths, dwell times, and even engagement patterns by time of day — all aligned with live content schedules on Outernet’s huge digital screens. This means we can now validate exactly what people saw, how long they interacted with it, and where they spent the most time.

As Dan Patton, Director of Digital Publishing & Operations at Outernet, puts it:

“By bringing together cutting-edge technology from Virgin Media O2 and Meshh, we’ve created a system that tells a powerful story about how audiences move, dwell, and interact with content in real-time. For our clients, that means smarter campaigns, clearer ROI, and insight at a level the industry has never seen.”

From concerts to brand activations and retail installations, PIAMS is already reshaping how brands evaluate their success in physical spaces. The insights are helping Outernet fine-tune content strategy, maximise campaign performance, improve staffing decisions, and ultimately deliver more meaningful experiences to over 80 million annual visitors.

As our own CEO, Caroline McGuckian, shared:

“This is the culmination of 9 months of research, planning, testing and validation. The data generated is extremely robust because it is measured in real-time.”

This is a landmark step in audience measurement — and we’re proud to be at the heart of it.