Affinity delivers Australia’s first hyper-targeted campaign via Ooh Media

Affinity has unveiled what it describes as a ‘hyper-targeted out-of-home campaign’ in conjunction with Ooh Media that features personalised messaging.

Developed for the Association of Data-driven Marketing and Advertising (ADMA), the campaign compiled data from ADMA, Ooh and 100 of Australia’s biggest advertising spenders to target delegates at the Global Forum conference and was rolled out across New South Wales, Victoria and Queensland.

Using data to identify potential attendees from 500 companies in Australia, the campaign combined company addresses with locations of Ooh retail, office and cafe environments, to deliver personalised messages within 50 metres of targeted office buildings.

The digital screens feature localised maps with the line ‘Your competitors are buying tickets right now’, to show prospective attendees where tickets had already been purchased. The screens also featured a clock countdown in the lead up to the two day conference.