oOh!media announces launch of the Audience Intelligence Hub

Audience Intelligence Hub

• “It’s important for advertisers to understand where the momentum is strongest”

oOh!media has launched the Audience Intelligence Hub, a new online data resource to provide clients with up to date insights for engaging out of home audiences.

The platform showcases data from over 4,000 out of home locations nationally for insight into people movement patterns, audience and behavioural trends across roadside billboards, shopping centres, offices, cafes and university campuses in Australia.

Containing data for advertisers and agencies, as well as actionable insights to inform campaign planning, the Audience Intelligence Hub covers both national and state-level numbers.

The Hub builds on the success of the Pulse Reports that were produced for clients throughout last year and tracked the impact of the pandemic. This week oOh! has also relaunched those reports, which will now be published monthly with more in-depth data and analysis. 

Recent data shows that oOh!’s retail and road networks are reaching audiences at scale, delivering on average over 450 million contacts weekly across the nation in early 2021. In regional areas where audiences are at or above year on year levels, the network is delivering over 152 million contacts. In overall terms, total out of home audiences have recovered from the depths of the pandemic and are up 91 per cent since April 2020.

Tim Murphy, oOh!’s chief sales officer, said with movement patterns having changed because of Covid, it was crucial for businesses to relearn how they targeted audiences through out of home.

“Audiences are coming back in a big way, and it’s important for advertisers to understand where the momentum is strongest. The worst of the pandemic appears to be past us and Australians are starting to get out and about again, which is great news for businesses.

“The Audience Intelligence Hub supports campaign planning, and we are confident it will be a valuable resource for marketers seeking to better understand consumer behaviour.   

“The Hub and the Pulse Report are backed by our global-leading oOh! DataScience capabilities, informing audience targeting and helping to create unmissable campaigns with widespread impact across our network, which enables us to reach over nine in 10 metro Australians weekly.”

The Audience Intelligence Hub and the new Pulse Report can be found here.

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