Out-of-home media player APN Outdoor has announced it has teamed up with global media, data and insights company Pureprofile to launch a research service.

IRIS Powered by Pureprofile will offer clients and advertisers access to one of the biggest online consumer panels in the country for measures of campaign effectiveness.

The service will leverage Pureprofile’s consumer panel of over 170,000 Australians, which the company has spent more than 16 years collecting answers from about products and issues that matter to them.

In return, panellists receive personalised content, insights and financial rewards.

The recent launch of the Pureprofile app means there is the potential to leverage panellists’ mobile location data and deliver surveys to relevant audiences in the outdoor environment. Later this year, APN Outdoor will be trialling geo-targeted surveys.

The partnership kicked off last week with a Pureprofile consumer promotion advertised on APN Outdoor’s XTrack TV network in rail stations across the country.

The promotion is live to encourage commuters to join the Pureprofile panel and download the app for their chance to win $250,000.

APN Outdoor chief executive James Warburton said: “We are really excited about what promises to be a successful and very powerful partnership which will drive the development of insights and data to benefit the industry and our advertisers.

“It is clear that through their own alliances in the online space, Pureprofile is moving in a direction that is set to create unique opportunities combining behavioural and survey data.”

“Surveying panellists when we know they have come into contact with our sites will give us an unparalleled view of the real outdoor audience, who they are, their experiences in the outdoor environment, and with our advertiser’s brands and campaigns.”

Nic Jones, CEO of Pureprofile, said: “This significant partnership with one of Australia’s strongest media companies holds great innovation potential for both businesses, with outdoor promising so much opportunity in the connected, audience empowered world we now live in.

“Pureprofile’s business is about delivering insights from deep and increasingly complex consumer data and building partnerships with content companies that understand this is the core of their future business success.”