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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.
ADMA ticket map

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.

Luke Brown, CEO of Affinity, said: “Thanks to Ooh’s vision and investment in their network, we’ve been able to deliver a truly unique campaign for ADMA, and it’s just a taste of things to come in how data will quickly change the role of the out-of-home channel.”

Michaela Chan, chief marketing officer at Ooh, said: “Outdoor is experiencing its own renaissance by working closely with partners like Affinity who share our passion for data, technology and innovative ideas – now we can really begin to demonstrate how powerful out-of-home can be.”

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