Outdoor advertising company oOh!Media is expanding its digital offering, launching a new product that connects trillions of data points with physical locations.
‘Smart Reach’ comes as a rebrand of the company’s existing oOh! DataScience offering and leverages data collected by oOH!’s partner Quantium to help advertisers reach the right customers at the right locations.
“Smart Reach is about the ability for advertisers to reach more of the people that they really want to, at location, with accurate robust data,” said oOh! CEO Brendon Cook.
Cook also said oOh! had used neuroscience to better understand the role of creativity in the “equation of success”.
Smart Reach gives brands access to more than 500 separate audience segments based on buyer graphics, demographics, psychographics and consumer behaviours.
These have been derived from trillions of data points, with an emphasis on banking and purchase transactions and geo-signals from mobile phones.
“The granular level of data enables razor-sharp targeting to audiences who are more likely to buy – delivering on average 25 per cent more buyers in fact for advertisers putting their message in front of more of the right people,” said Cook.
Taking a digital approach to out-of-home
Out-of-home stands as an advertising medium still largely ripe for digital disruption.
Cook discussed how using data that shows ‘contextual relevance’, which can be as simple as weather conditions, is able to boost the performance of the ad by 67 per cent.
And yet only 5-7 per cent of out-of-home campaigns are using this “creative power”.
Smart Reach – which oOh! said has been four years in the making and is the result of 20,000 working hours – aims to introduce some different metrics for out-of-home.
“When they look at campaigns that use category buyer data, rather than just reach and frequency… they see a significant improvement in performance,” Cook said.
As could be expected, geographic data holds an important role in Smart Reach.
Cook claimed oOh! has the “most advanced trip analytics in the world”, comprising of 70,000 geographic areas, with information on average household spend, as well as “all the journies per week”.
This helps the company “to determine how people move past a specific location”, Cook said.
This means as well as targeting audiences based on where they work or live, Smart Reach can also optimise a campaign based on actual consumer journies.
“Brands can use the best format, at the right location, at the right time to create a truly unmissable campaign,” Cook said.
oOh! chief customer officer David Scribner added: “It is about giving advertisers more audiences for their investment and ultimately by delivering a better return for advertisers, we will see our share of the advertising pie increase.”
Digital only?
But the company’s rebranded digital offering does not make its traditional offerings redundant, Cook explained.
“Classic is still a very, very important brand,” he said. “And the reason we call it classic, instead of static, is to be frank, because classic implies longevity, longevity implies performance and that is exactly what the product delivers.
“There are rational and strong reasons why we want a classic inventory as a mix with our digital performance.
“Classic delivers that ability for brands to really create and own a particular set out spaces, and that’s a rarity amongst other mediums.”
