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.
“What’s a data?”
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In the age of data breaches and privacy, how is it possible that people can be geo tracked from home to point of sale down to the transportation they took to get there? Did Big Brother turn out to be OoH media?? Open Banking isn’t a thing yet so also keen to understand how consumer transactional data is monitored? Listen from an advertiser POV this all sounds glorious, but where does the consumer tracking opt-in or opt-out come into the fray? Last thing a brand needs is a privacy breach being tied back to their advertising habits. *Asking for a friend.
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At at time with increasing scrutiny on peoples data. Sentences like “we are able to identify the areas people came from to attend the event, how they got there and where they went afterwards” You sound like a f******g stalker.
Is this medias inevitable end? Are we just going to keep wanting more and more and more and more and more information about people until we are told not to? Until we run into incredible fines for breaching privacy?
I think it’s the case of, a company employs a data person who job it is to do a few things and to justify their job they just keep going and going and going until somebody stops them because that’s what they are hired to do.
Please, for the love of humanity, take a step back and actually think about this announcement.
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“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…”
Mark Baum: I don’t get it. Why are they confessing?
Danny Moses: They’re not confessing.
Porter Collins: They’re bragging.
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I made a comment here 24 hours ago that was hyper relevant and it was not posted. Mumbrella you bastards.
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Hi ‘K’,
Nice to see your passion.
We get a lot of comments per day, and we simply hadn’t found time to moderate yours yet.
It has now been published, so you can relax.
Vivienne – Mumbrella
Stalker qualities precisely what I envisioned. More like a deranged ex.
Where do these freaks draw the line.
Next thing you know they’ll be frolicking around our bins come bin day to see what we are upto.
Now that I think about it they are doing that anyway through smart fridges.
When will this need for personal data ever end.
It’s time to tell these village idiots to calm Dow and fuck off.
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The opt in is when you tick the terms and conditions box every time without reading it.
The opt in is when you tick the terms and conditions box allowing Woolworths and Coles to track your purchases and Coles partners ‘mysteriously’ target you through your flybuys purchases.
The opt in is when you allow Facebook and Instagram to access your location, contacts, photos etc etc.
The opt in is when you allow Google Pay, Twitter, My Fitness Pal, Beauty apps….you get the point.
We opt in, we’re just dumb.
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