Quantium Enables Advertisers to Accurately Target Audiences Using Retail and Media Consumption Behavior
AUSTRALIA — oOh! Media has entered into a partnership with Quantium, an Australian-based data and analytics company, to provide out-of-home advertisers with deeper audience targeting capabilities. Quantium analytics services collects retail and media consumption data to help marketers to connect with customers by monitoring billions of consumer interactions.
The company captures consumer spending behavior data which enables advertisers to accurately target audiences based on location and transaction history. oOh! Media will integrate Quantium’s data with other audience profiling and mapping tools, audience measurement and research. The deal complements oOh! Media’s existing suite of data insights and audience-profiling tools.
“This partnership will revolutionize the way advertisers can target growing audiences when they are away from home through geographically-specific data. It provides the foundation for an audience-led future that will help advertisers to plan and measure out-of-home advertising campaigns with greater effectiveness and efficiency,” said Brendon Cook, Chief Executive Officer, oOh! Media.
“We have spent the last 12 months developing a methodology to link Quantium’s data to oOh! Media’s data in an anonomous and privacy compliant way, and analyzing 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,” said Cook. “Over the coming months we look forward to diving deeper into Quantium’s data and working even closer with advertisers to help them deliver campaigns centered around delivering results.”
“Both our companies have felt for some time that our data could deliver significant benefits to out-of-home advertisers and as a clear leader, oOh! is our natural exclusive out-of-home partner,” said Adam Driussi, Chief Executive Officer, Quantium. “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 behavior.”
“For advertisers, it means they will be able to get consistent data and reporting across every oOh! format in metropolitan and regional areas,” added Mr. Cook. “It is a milestone investment in our digital and data strategy and another industry leading step in building our world leading approach to location-based audience connections for out-of-home advertisers.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media