F.Y.I.

The Media That Moves Network leverages data to compete with large OOH companies

Supported by “a new data advantage”, The Media That Moves Network is going up against big OOH companies.

The announcement:

The nation’s largest network of mobile billboards and digital screens, the Media That Moves Network (MTMN) is competing with Australia’s big Out-Of-Home (OOH) companies, thanks to a new data advantage.

MTMN is revolutionising mobile Digital OOH advertising after partnering with tech company, LUMOS.

Director of MTMN, Charles Tremlett says, “it’s a David and Goliath battle – for so long the national OOH providers have used their scale to dominate, but now we’re offering data and metrics that give us a competitive edge”.

MTMN clients can now access demographics of actual people reached on their mobile OOH campaign including gender, age, interests and buying habits. After identifying real consumers, they’ll be able to retarget them with ads to their mobile devices.

Perth Outdoor Media is one of 8 members of the MTMN. Director, Daren Reid says their clients are thrilled – “audiences who’ve engaged with a campaign are identified and can then be retargeted across 2000+ websites and apps. Advertisers can track their retargeting campaigns to see which clicks result in sales.”

MTMN is achieving this by using LUMOS data from a whopping 41 million anonymised smart devices across Australia, providing unbelievable marketing insights into the interests and shopping habits of more than 18 million Australians. LUMOS prioritises a digital-first (unified) audience approach with its methodology, complimenting the gap that media buyers need to fill.

“Not all data is created equal. Our metrics are so much more detailed than the Outdoor Media Association’s OOH audience measurement tool, MOVE, which uses historical averaged data rather than real time data. Using LUMOS means we can deliver budget Digital OOH campaigns across a whole city and make every advertising dollar hit the mark”, adds Charles Tremlett.

Source: MTMN

ADVERTISEMENT

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

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

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