Outdoor company QMS has partnered with data analyst company DSpark.
The news was announced by QMS CEO Barclay Nettlefold during the company’s annual general meeting (AGM) on Friday.
Speaking on the move, Nettlefold said: “There are a number of key data and analytics projects in development, that we are excited to be launching in the second half of FY19.
“What I can tell you today, is that QMS has developed a major data partnership with DSpark, the leading provider of Mobility Intelligence data in Australia and Singapore, using anonymised mobile network data.
Nettlefold added: “This partnership will give us the ability to tap into the actual anonymised movement patterns of the Australian population and international visitors, providing our clients and advertisers with unrivalled dynamic audience insights in relation to QMS’ quality asset base.
“This is an extremely exciting development for QMS and signals a new phase of innovation leveraging location aware services in Australia.”
The partnership follows QMS’ acquisition of international sports technology and a series of digital media assets earlier this year.
In August, QMS Media Limited acquired the majority interest of TGI Systems Corporation (TGI) and TGI Europe GmbH (TGIE).
The move sees QMS continuing the expansion of its existing sports technology and media rights business, QMS Sport.
The key commercial arrangements include a total investment by QMS of approximately $40 million to acquire a 90 per cent stake in TGI and TGIE, both internationally recognised sports media companies providing digital technology solutions across the USA, Europe and South America.
QMS is the second outdoor company to partner with DSpark this year.
In February, oOh!media tapped DSpark to better target Chinese travellers.
oOh!Media partnered with DSpark to publish a study which helped advertisers reach Chinese tourists, Australia’s largest spending inbound tourist market.
When the study was published, the two companies revealed that based on the location data from mobile phones of Chinese travellers that entered Australia over a six-month period, six of the top 10 most visited shopping areas were in suburban areas.
Read more about the study here.