oOh!media calls up analytics for targeted out of home advertising

oOh!media has inked an exclusive partnership with data and analytics company Quantium, which will see it providing an Australian first with audience-targeting capabilities for out of home advertisers.

Brendon Cook, oOh! chief executive, says the partnership will revolutionise the way advertisers can target growing audiences when they are away from home through geographically-specific data.

"We have spent 12 months on data interrogation – developing a methodology to link Quantium's data to oOh!'s data in a de-identifiable and privacy compliant way, and analysing the outputs they produce," Cook says.

He says the partnership provides the foundation for an audience-led future that will help advertisers plan and measure out of home campaigns with greater effectiveness and efficiency.

The Quantium data is developed from billions of Australian consumer transactions and allows advertisers to target audiences based on actual location and transactional behaviour.

"Real buyergraphic data is used to build QSegments for targeting, rather than using assumptive demographics," Cook says.

"For example, it means we can help a telco target actual high-spending prepaid customers versus the traditional demographic of 18- to 39-year-olds. Or help a dog food manufacturer to target dog owners rather than just a 25- to 54-year-old demographic," he says.

The Quantium data will be integrated as a strategic build with other audience profiling and mapping tools, audience measurement and other leading research, Cook says.

He says advertisers will be able to get consistent data and reporting across every oOh! format.

The company is a leading operator in Australia and New Zealand's out of home advertising industry with an inventory of assets on road, in retail, airports, CBD office towers, cafes, universities, fitness centres, hotels and bars.

Adam Driussi, Quantium chief executive, says the data could deliver significant benefits to out of home advertisers.

"We're excited that advertisers and agencies can now leverage our data and segments in another major marketing channel," Driussi says.