oOh! partners with Flybuys and Westpac for enhanced data offering
oOh!media has inked long term partnership deals with Flybuys and Westpac to utilise their insights, measurement and data capabilities for a new data suite.
Through the deal, oOh! will have access to aggregated, de-identified transactional data from nine million Flybuys members and over two billion annual Westpac card transactions to offer “data-led campaign solutions and robust attribution reporting for advertisers and agencies across 800 audience segments, covering categories such as FMCG, beverages, retail, travel, banking, insurance, entertainment, QSR (quick service restaurants), as well as deep lifestyle targeting insights.”
The company explains: “Both data sets will be mapped to oOh!’s national network of 35,000 digital and classic assets and can be optimised using Smart Reach, an optimisation tool to identify the largest volume of buyers across oOh! locations. The offering then extends to provide exclusive attribution reporting from Unpacked by Flybuys to measure shifts in brand buying behaviour.”
Cathy O’Connor, CEO, oOh! said: “This market-leading data suite elevates the standard we have been known for in terms of data driven audience targeting, attribution, measurement and demonstrating ROI.
“We’ve now expanded into new categories, allowing brands to plan and measure their campaigns using our extensive data insights across both traditional and programmatic platforms. This allows us to demonstrate to brands how out of home can not only reach audiences at scale, but also deliver and provide reporting on campaign outcomes.
“The Unpacked by Flybuys partnership and access to the Westpac DataX offering aligns with our vision to continue leading at the forefront of data-driven marketing in out of home environments cementing our leadership role to drive a digital-first out of home future.”
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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