Ooh!Media launches 'global first' data proposition

Josh McDonnell
By Josh McDonnell | 5 September 2019

Ooh!Media has released its newest offering, Smart Reach, as the company rebrands its data and insights capability, oOh! DataScience.

The "global-first data proposition of its kind", Smart Reach combines anonymised data sets, enabling advertisers to maximise their media spend and reach 25% more buyer audience through unmatched targeting across the media landscape.

oOh! CEO Brendon Cook says Smart Reach ensures 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 says.

“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.

Cook says on top of reaching consumers where they live and work, Smart Reach means brands can have their campaigns optimised and delivered across oOh!’s 35,000 strong network based on actual consumer journeys.

“Enabling audience rich and location specific data across the entire oOh! network means brands can use the best format, at the right location, at the right time to create a truly unmissable campaign,” Cook says.

“And through our access to exposure data we can ensure they are getting more ‘one-plus reach’, which according to Analytic Partners’ most recent ROI research, drives significantly more ROI, as does campaigns that use multi-formats across the audience journey, with the combination of TV, Digital and Out of Home driving a 27 per cent increase on top of the ROI delivered by each medium separately.”

 oOh! Chief Customer Officer David Scribner added that Smart Reach will enable brands to use a combination of oOh!’s network of assets and formats to maximise campaign performance. 

He says advertisers can now plan, optimise, buy and create campaigns that engage more of their target audiences than ever before. 

“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,” Scribner says.

“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.”

Smart reach will be integrated into the company's street furniture assets this month, with rail assets to follow in October.

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