oOh!media Unveils World-first Transactional Data Campaign For Cadbury

oOh!media Unveils World-first Transactional Data Campaign For Cadbury
SHARE
THIS



oOh!media has announced the launch of the latest campaign for Cadbury Favourites using the world’s first optimised planning solution to harness real transactional data.

The campaign is the result of oOh!’s exclusive partnership with Australia’s largest data analytics company, Quantium.

Using ‘oOh! Insight powered by Quantium’, Cadbury Favourites will be able to more effectively target those identified, based on transactional behaviour, as having a greater propensity to purchase for social occasions.

This optimised approach means the campaign will now reach more than 15 per cent more of this valuable audience than would traditionally have been possible.

Brendon Cook, CEO of oOh!, said Mondelez International’s latest campaign for Cadbury Favourites was a game-changer for not only the out-of-home industry, but for how media is planned and bought.

“After 18 months of testing and learning with Quantium we have now reached the point where our clients can start benefiting from smarter planning,” Cook said.

“We have created a methodology that links those exposed to each of oOh!’s out-of-home assets nationally with Quantium’s anonymous transactional data, to enable us to identify and target transaction-based buying audiences for specific advertisers.

“By overlaying the most comprehensive transactional data across each of oOh!’s assets in 21,000 locations across the country, advertisers and their agencies can now plan like never before.

“Mondelez International, as one of the trail-blazers of using data to plan media more effectively, have shown how to tap into our purchased based targeting capability to reach audiences that have a greater propensity to purchase for the occasion.

“Ultimately, by giving advertisers access to this exciting planning solution, they can have greater confidence in buying out-of-home media.”

oOh!, has been working with Mondelez International and its agencies Carat and Posterscope since May 2017 to plan the campaign using the Quantium data.

Jessica Finger, senior brand manager gifting & christmas for Mondelez, said: “We’re very pleased to be able to use the data to inform our media planning, ensuring we are targeting the most relevant audience possible. We expect to see greater efficiency and precision being delivered across our out of home activity.”

Tess Eastcott, client lead at Carat, said: “The challenge for any FMCG is typically not having direct access to first-party customer data, however the Cadbury Favourites campaign has been a great opportunity to bring to life a more data-driven approach to brand-building for Mondelez International.”

The Mondelez International campaign, currently in market, is the first campaign to go live from a number of trials oOh! is undertaking with a small number of advertisers to test, learn and validate the functionality of the Quantium powered insights offering by oOh!.

The campaign is running across oOh! retail locations across the country across August and September.

oOh! is continuing further trials of the offering before its makes it available to the broader market later this year.

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine