APN Outdoor to work with Pureprofile on new research service

APN Outdoor has launched a new research service, IRIS Powered by Pureprofile.

The announcement:

APN Outdoor announce the launch of a new research service ‘IRIS Powered by Pureprofile’. APN Outdoor are partnering with global media, data and insights company Pureprofile for all of their panel research requirements for 2018, and will be offering clients and advertisers access to one of the biggest online consumer panels in the country for measures of campaign effectiveness.

James Warburton, CEO of APN Outdoor said: “We are really excited about what promises to be a successful and very powerful partnership which will drive the development of insights and data to benefit the industry and our advertisers. It is clear that through their own alliances in the online space, Pureprofile is moving in a direction that is set to create unique opportunities combining behavioural and survey data.”

‘IRIS Powered by Pureprofile’ will leverage Pureprofile’s active and highly engaged consumer panel of over 170,000 Australians. Pureprofile have spent more than sixteen years collecting answers from real people about products and issues that matter to them. In return, panellists receive personalised content, insights and financial rewards.

Nic Jones, CEO of Pureprofile said: “This significant partnership with one of Australia’s strongest media companies holds great innovation potential for both businesses, with Outdoor promising so much opportunity in the connected, audience empowered world we now live in. Pureprofile’s business is about delivering insights from deep and increasingly complex consumer data and building partnerships with content companies that understand this is the core of their future business success.”

The recent launch of the Pureprofile app means there is the potential to leverage panellists’ mobile location data and deliver surveys to relevant audiences in the Outdoor environment. Later this year, APN Outdoor will be trialling geo-targeted surveys.

“Surveying panellists when we know they have come into contact with our sites will give us an unparalleled view of the real Outdoor audience, who they are, their experiences in the Outdoor environment and with our advertiser’s brands and campaigns,” added Warburton.

The partnership kicked off last week with a Pureprofile consumer promotion advertised on APN Outdoor’s XTrack TV network in rail stations across the country. The promotion is live to encourage commuters to join the Pureprofile panel and download the app for their chance to win $250,000.

Soruce: APN Outdoor


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