Flybuys Launches Data Arm ‘Unpacked’
Flybuys has announced the launch of its new data division, Unpacked by Flybuys.
Previously known as Flybuys Digital Audiences, the division, spearheaded by Flybuys’ Chief Product Officer Harley Giles, partners with marketers to arm them with data, insights and measurement into their audiences to enable unrivalled ROI on their marketing spend.
Giles said of the launch, “We have established Unpacked by Flybuys out of FMCG marketers’ need to have better access to tangible data and transparent results, to get their media spend working harder. Our team is determined to help brands see the impact of their marketing at every step, using Flybuys’ first-party data.”
The name Unpacked by Flybuys comes from the division’s ability to help agencies and brands unpack their marketing objectives and media spend to achieve better results, based on insights derived from the shopping baskets of 8.6 million active Flybuys members.
Flybuys’ chief executive John Merakovsky sees the launch as an opportunity to help the brands that Flybuys members purchase from every day, optimise their marketing activity.
“We’ve been continuously investing in our platform, products and people, so the launch of the Unpacked division is a natural next step for Flybuys as we seek to offer the very best in first-party data insights, marketing activation and measurement to Australian brands,” said Merakovsky.
Following significant investment in its data division with the appointment of Sales Director Alex Hunt and several new hires across technology, product, partnerships and marketing, Unpacked by Flybuys has expanded its offering for media agencies and marketing managers. Its capability now offers customer insights, and measurement of both Flybuys-activated and externally run digital advertising campaigns. It has recently partnered with some of Australia’s leading businesses to enhance the access marketers have to first-party data, including:
- Launching in October 2020 will be Nine – Australia’s largest locally owned media company. This upcoming new partnership will allow advertisers the ability to access Flybuys data across all of its digital assets including 9Now, The Age, The Sydney Morning Herald and Nine.com.au.
- News Corp Australia to enable Flybuys data solutions across News Corp’s digital marketing platform, News Connect. The partnership allows the Flybuys audience segments to be accessed across the News Connect platform, allowing clients to seamlessly plan, book and measure digital campaigns based on News Corp’s audience reach of 12 million Australians. The partnership also extends to Flybuys’ FMCG measurement solutions.
- TEG Analytics, the analytics division of leading live entertainment business TEG, owner of Ticketek. The partnership allows FMCG brands to accurately measure the sales uplift they get from sponsoring and advertising within live sport and entertainment for the first time, using Flybuys’ Insights, Activation and Reporting Solutions.
- Through TEG Analytics, Seven West Media will activate segments, measure outcomes, as well as integrate Flybuys data into the broadcaster’s 7REDiQ customer data platform for audience insights and analysis.
- Industry-leading measurement provider Nielsen, to develop a range of media measurement solutions. By bringing together Nielsen Digital Ad Ratings (DAR) and Flybuys’ first-party data, the partnership enables agencies to add additional audience profiling, conversion and sales lift metrics insights beyond age and gender.
“Unpacked by Flybuys offers media performance visibility all the way through to sales uplift, and the ability to test and learn for the strongest ROI,” continued Giles. “There is no room for wasted media in today’s economic climate, so we use a mix of thousands of transactional and life stage segments straight from shopping carts across the country to help our clients respond to their business problems and briefs.”
Please login with linkedin to comment
flybuysLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.