oOh! data proposition gives advertisers 25% more buyer audience

• Out-of-home operator rebrands data offering as Smart Reach

At a Thursday launch event this week, out-of-home company oOh! told advertisers they will be given the unrivalled ability to precisely engage consumers during their journeys through oOh!’s new offering, Smart Reach, as the company rebrands its data and insights capability, oOh! DataScience.

Smart Reach combines what oOh! is calling the most robust anonymised data sets available, enabling advertisers to maximise their media spend and reach 25% more buyer audience through targeting across the media landscape.

oOh! CEO Brendon Cook told advertisers Smart Reach ensures brands are targeting the right audience and provides access to more than 500 specific audience segments based on buyergraphics, demographics, psychographics and consumer behaviours.

This is the most robust data grouping by location anywhere in the world.

“Our data partners and data scientists have combined trillions of data points including 2.5 billion banking and purchase transactions annually, 18m weekly journeys and more than 3 billion geo-signals from mobile devices to tell a powerful story of who Australians are based on what they buy, and where they go and spend time in addition to where they live,” he said.

“The granular level of data enables razor sharp targeting to audiences who are more likely to buy – delivering on average 25% more buyers for advertisers putting their message in front of more of the right people.”

Cook added that on top of reaching consumers where they live and work, Smart Reach means brands can have their campaigns optimised and delivered across oOh!’s 35,000 strong network based on actual consumer journeys.

“Enabling audience rich and location specific data across the entire oOh! network means brands can use the best format, at the right location, at the right time to create a truly unmissable campaign,” he said.

oOh! chief customer officer David Scribner said Smart Reach enables brands to find the most powerful combination of oOh!’s network of assets and formats to maximise campaign performance.

“With Smart Reach, if an advertiser decided they wanted to target audiences based on their behaviour – for example those who frequent entertainment precincts – we are able to identify the areas people came from to attend the event, how they got there and where they went afterwards to target those audiences across our locations,” he said.

“When combining our transactional and mobile data, we now deliver stronger ROI results by understanding the performance personality of each of our assets and applying that at scale for advertisers.

Scribner said Smart Reach means advertisers can now plan, optimise, buy and create campaigns that engage more of their target audiences than ever before.

Cook said the introduction of Smart Reach is a significant milestone in oOh!’s ongoing commitment and investment in its data and insights strategy and is a game changer for the industry as a whole.

 “Launching Smart Reach and the rebrand to oOh! DataScience has been four years in the making and is the result of more than 20,000 hours of development,” he said.

We realised five years ago that reach and frequency wouldn’t be the ultimate measure. We wanted more understanding of audience at location.

“Our continued investment in the evolution of data and developing ways to use it within the business will help power our client performance over 35,000 assets across Australia and support our goal of oOh! as a priority media partner.

“The offering and the fact that we can now provide advertisers with the optionality to get to their audiences more effectively than any other media will play a big role in growing the out-of-home sector over the next few years.”

Cook spoke about the mix of media for a campaign as being the critical factor. “When we looked at campaigns with a budget of $1m or less, a lot of people would traditionally use digital and television. But in fact digital and out-of-home is the most effective combination for campaigns of less than $1m.”

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