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

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

3 things marketing leaders need to do to effectively lead hybrid teams

Many marketing leaders are scrambling to give their people more flexible work. And they need to: PWC’s Future of Work report showed 90 per cent of staff want some form of hybrid or remote workplace.

Scott Stein

Leadership consultant

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

Sign in