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

Latest Videos

More Videos

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Here’s an article on solving the most complex customer queries without a delay. Hope it helpswww.engati.com/blog/address...

soham

How to manage social media during Covid-19

Read more

Thank you for explaining the rules. This article covers the principles of design, which arrange the elements of art into a composition. ...

Pierce Fabreverg

Reports: Brands have an important role to play during the COVID-19 crisis - if they're useful

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in