oOh!Media signs exclusive out of home partnership with Quantium

The deal with the data and analytics company is set to provide OOH advertisers with an Australia first in audience-targeting capabilities

oOh!media has struck an exclusive long term partnership with data and analytics company, Quantium to provide out of home (OOH) advertisers with an Australia first in audience-targeting capabilities.

The deal is part of oOh!’s digital and data strategy and is set to complement its existing suite of data insights and audience-profiling tools with Quantium’s customer transaction and behavioural data.

“Our partnership will revolutionise the way advertisers can target growing audiences when they are away from home through geographically-specific data," oOh! CEO, Brendon Cook, said. “It provides the foundation for an audience-led future that will help advertisers to plan and measure OOH campaigns with greater effectiveness and efficiency.

According to Cook, oOh! has already spent 12 months on data interrogation, developing a methodology to link Quantium’s data to oOh!’s data in a de-identified and privacy compliant way, while analysing the outputs they produce.

“This agreement sets us on a very clear but differentiated path of building best in class data and follows Quantium’s other media partnerships with Facebook, MCN and News Corp Australia,” he added.

Cook claimed the most compelling aspect of the Quantium data is that it is developed from billions of consumer transactions, capturing actual spending behaviour from the majority of Australians and allows advertisers to target audiences based on actual location and transactional behaviour.

“Real buyergraphic data is used to build QSegments for targeting, rather than using assumptive demographics," he explained. "For example, it means we can help a telco target actual high-spending pre-paid customers versus the traditional demographic of 18 to 39-year-olds. Or help a dog food manufacturer to target dog owners rather than just a 25 to 54-year-old demographic.

Quantium CEO, Adam Driussi, said both companies have felt for some time that data could deliver significant benefits to OOH advertisers.

“We’re excited that advertisers and agencies can now leverage our data and segments in another major marketing channel, in addition to our partnerships in TV, digital display and social media," he said. "It’s now possible to activate multi-channel campaigns that speak directly to audience segments based on real purchase behaviour.”

Read our interview with oOH! Media CMO, Michaela Chan.

Cook said oOh! will integrate the Quantium data as a strategic build with other audience profiling and mapping tools, audience measurement and research and other leading research.

“For advertisers, it means they will be able to get consistent data and reporting across every oOh! format in metropolitan and regional areas, from our massive inventory of assets on road, in retail, airports, CBD office towers, cafés, universities, fitness centres, hotels and bars," he added. “It is a milestone investment in our digital and data strategy and another industry leading step in building our world leading approach to location based audience connections for Out Of Home advertisers.

“Over the coming months we look forward to diving deeper into the Quantium data and working even closer with advertisers to help them deliver campaigns centred around delivering results."

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Excellent post, congratulations !!! - Prof Paulo Coelho | https://www.drpaulocoelho.c...

Prof Paulo Coelho

The B2C and B2B marketing transformation helping Invisalign win more smiles

Read more

Great article - but regarding "For a team to achieve their full potential, Edmonson also advises leaders balance psychological safety wi...

Sim

3 skills you need to drive better collaboration - Business leadership - CMO Australia

Read more

I would invest money in machine learning. I think it's important to do that. Don't you agree?

Polly Valentine

Metcash to use AI for promotional planning optimisation in liquor division

Read more

Latest Podcast

More podcasts

Sign in