Ooh Media launches ‘global-first’ data offering

Outdoor provider Ooh Media has launched a new data proposition calling it a ‘global-first’.

Smart Reach will offer advertisers the ability to “precisely engage consumers during their journeys” and comes as the company rebrands its data and insights capability Ooh Data Science.

Smart Reach will combine data sets to allow advertisers to maximise their media spend and reach 25% more buyer audience according to the Ooh Media announcement.

Ooh Media says Smart Reach will give advertisers more control than ever before

CEO Brendon Cook said Smart Reach will ensure brands are targeting the right audience and provides access to more than 500 specific audience segments based on buyergraphics, demographics, psychographics and consumer behaviours.

“Our data partners and data scientists have combined trillions of data points including 2.5 billion banking and purchase transactions annually 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 in fact for advertisers putting their message in front of more of the right people.”

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 behavior – 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.

“It is about giving advertisers more audiences for their investment and ultimately by delivering a better return for advertisers, we will see our share of the advertising pie increase.”

The introduction of the product forms part of Ooh’s plans for growth in data and insights strategy, and is something that has been four years in the making for the brand, which owns over 35,000 assets across Australia.

“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,” said Cook.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.