Ooh!Media has formed an exclusive data partnership with Quantium which it says will “revolutionise” the way advertisers can target audiences using out of home (OOH).
The partnership, which is being called an Australian-first, will see Ooh!Media add Quantium's transaction and behavioural data to its existing data insights and audience profiling tool.
Quantium, which is 50% owned by Woolworths, signed a data deal with Facebook in July last year.
Ooh!Media chief executive officer Brendon Cook says the partnership will allow advertisers greater effectiveness in audience-targeting abilities using its outdoor assets.
“It provides the foundation for an audience-led future that will help advertisers to plan and measure OOH campaigns with greater effectiveness and efficiency,” Cook says.
“We have spent 12 months on data interrogation – developing a methodology to link Quantium’s data to Ooh!’s data in a de-identified and privacy compliant way, and analysing the outputs they produce.
“This agreement sets us on a very clear but differentiated path of building best in class data and follows Quantium’s other media partnerships with Facebook, MCN and News Corp Australia.”
Cook says the transaction data allows advertisers to target audiences based on actual location and transaction behaviour, rather than just having to target a broad demographic.
Ooh!Media will integrate the Quantium data with other audience profiling and mapping tools, audience measurement and research.
Quantium chief executive officer Adam Driussi says: “Both our companies have felt for some time that our data could deliver significant benefits to OOH advertisers and as a clear leader, Ooh! is our natural exclusive OOH partner.
“We’re excited that advertisers and agencies can now leverage our data and segments in another major marketing channel, in addition to our partnerships in TV, digital display and social media.
“It’s now possible to activate multi-channel campaigns that speak directly to audience segments based on real purchase behaviour.”
Quantium hired former MCN insights and analytics director, to the business in August last year.
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