oOh!Media Strikes Up Deal With Quantium To Target Audiences In OOH Advertising

oOh!Media Strikes Up Deal With Quantium To Target Audiences In OOH Advertising
SHARE
THIS



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

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

oOh! chief executive officer Brendon Cook said, “Our partnership will revolutionise the way advertisers can target growing audiences when they are away from home through geographically-specific data.

“It provides the foundation for an audience-led future that will help advertisers to plan and measure Out Of Home campaigns with greater effectiveness and efficiency.

“We have 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, and 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.”

Cook said 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. 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,” he added.

Quantium chief executive officer Adam Driussi added, “Both our companies have felt for some time that our data could deliver significant benefits to Out Of Home advertisers and as a clear leader, oOh! is our natural exclusive Out Of Home partner.

“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. It’s now possible to activate multi-channel campaigns that speak directly to audience segments based on real purchase behaviour.”

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

“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.”

 

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’
  • Media

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’

CBS Studios International has announced an agreement with Working Dog Productions for the exclusive, worldwide format rights to comedy quiz show Have You Been Paying Attention? Now in its sixth season, HYBPA? is broadcast on the CBS-owned Network Ten in Australia, and is the number one quiz show and the third-highest-rated overall show on the […]

Delacon Appoints Kenshoo Sales Chief As Director Of Operations
  • Marketing
  • Technology

Delacon Appoints Kenshoo Sales Chief As Director Of Operations

Call analytics provider Delacon has appointed Ezri Lerba to the newly created position of director of operations to manage partnerships and business development. Lerba joins Delacon after more than eight years with marketing technology company Kenshoo where he most recently held the role of director of sales across Australia and New Zealand. As first boots […]

Abstract spherical technology network background.
  • Advertising
  • Marketing
  • Media
  • Opinion
  • Technology

Why Tech Is The Best Thing That Happened To Agencies

In this opinion piece, Schedugram CEO Hugh Stephens (pictured) tackles the complexity of agency business models. Agency models are high touch, human resource heavy and require the constant balancing and correcting of clients to account managers. With too many clients, staff will struggle under the workload (a big part of high agency attrition rates) or […]

Opinion

by B&T Magazine

B&T Magazine
Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids
  • Advertising
  • Campaigns
  • Media

Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids

This year Sanitarium Weet-Bix via The Mix Agency, Shopitize and The Kanga Group, is celebrating 90 years of Australian breakfasts. Sanitarium is celebrating by inviting Aussie kids (young and young-at-heart) to help them celebrate with the release of limited edition birthday packs and personalised Weet-Bix bowls. From Kalgoorlie to Kiama, Bowen to Broome and Darwin […]

Admation Agency Management Software Integrates With Mediaocean Finance Software
  • Media
  • Technology

Admation Agency Management Software Integrates With Mediaocean Finance Software

Automaton integrates finance software with admation – its agency management and workflow solution to enhance productivity for ad agencies. Automaton is always evolving admation, its agency project management and approval workflow software, to enable ad agencies to better manage their creative projects and resources. The business recently completed phase one of its integration with Mediaocean’s […]

Indie Agency KWP! Snares Tourism NT’s Creative Account
  • Advertising

Indie Agency KWP! Snares Tourism NT’s Creative Account

Tourism NT has appointed KWP! as its lead strategic and creative agency. The independent agency, with offices in Darwin and Adelaide, has won the two-year contract following a competitive pitch in September this year. As the lead agency, KWP! is required to formulate sound strategic insights based on ongoing analysis of market research, consumer insights and […]

by B&T Magazine

B&T Magazine
McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game
  • Campaigns

McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game

Most army recruitment ads tend to steer clear of the blindingly obvious of military life – you get a gun to shoot the enemy or you get shot yourself. More so, agencies aren’t overly keen on promoting recruitment ads that are heavy on the guns or violence, preferring lifestyle or technical aspects of military life. Not so McCann’s new action-packed spot for the US […]

by B&T Magazine

B&T Magazine
Are You Dragging The Wrong People Into Pointless Meetings?
  • Opinion

Are You Dragging The Wrong People Into Pointless Meetings?

Donna McGeorge (pictured below) is a speaker and  mentor who helps people make their work work. McGeorge is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In her latest guest post for B&T, McGeorge offers her tips on avoiding every workers’ hell- the pointless meeting… We all complain about having to attend too […]

Opinion

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]