oOh!media has launched an expanded data suite to enhance audience-led campaign planning and attribution.
The outdoor media specialist has signed a long term, out-of-home partnership (with attribution exclusivity) with Unpacked by Flybuys, the insights, data and measurement division of Flybuys.
And oOh!’s evolved data suite will integrate transactional banking data insights through Westpac DataX, the banking group’s data insights and analytics offering.
“This market-leading data suite elevates the standard we have been known for in terms of data driven audience targeting, attribution, measurement and demonstrating ROI," said Cathy O’Connor, CEO, oOh!.
"We’ve now expanded into new categories, allowing brands to plan and measure their campaigns using our extensive data insights across both traditional and programmatic platforms.
"This allows us to demonstrate to brands how out of home can not only reach audiences at scale, but also deliver and provide reporting on campaign outcomes.
“The Unpacked by Flybuys partnership and access to the Westpac DataX offering aligns with our vision to continue leading at the forefront of data-driven marketing in out of home environments cementing our leadership role to drive a digital-first out of home future.”
oOh! will empower data-led campaign using de-identified transactional data from nine million active Flybuys members and more than two billion annual Westpac card transactions.
The data includes reporting for advertisers and agencies across 800 audience segments, covering categories such as FMCG, beverages, retail, travel, banking, insurance, entertainment, QSR (quick service restaurants), as well as deep lifestyle targeting insights.
Both data sets will be mapped to oOh!’s national network of 35,000 digital and classic assets and can be optimised using Smart Reach, an optimisation tool to identify the largest volume of buyers across oOh! locations.
The offering then extends to provide exclusive attribution reporting from Unpacked by Flybuys to measure shifts in brand buying behaviour.
Unpacked by Flybuys, a joint venture between Wesfarmers and Coles, leverages de-identified customer transactional data from retailers including Coles, Coles Express, Liquorland and First Choice Liquor Market.
Anna Lee, CEO, Flybuys said the partnership will allow marketers to leverage real-world spending patterns that will enable advertisers and media agencies to make better, more granular buying decisions while offering robust post campaign measurement capabilities.
“Marketers are demanding greater accountability for their marketing spend and Unpacked by Flybuys has a rich source of data from more than nine million active members that can be used to better plan and measure the impact of their spend," she said.
Westpac DataX’s de-identified and aggregated solution, based on more than 12 million customers and six million daily card transactions will provide advertisers and agencies access to a comprehensive understanding of consumer behaviour.
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