Quantium is delighted to announce a long term partnership with oOh!media, Australia’s largest out-of-home (OOH) media business. oOh!media will be Quantium’s exclusive partner in the OOH media category.
As the market leader in its Road, Retail, Fly and Place divisions, oOh!media is the dominant force in OOH advertising. This agreement will allow advertisers and their agencies to buy oOh!media’s extensive portfolio of OOH inventory across all of these formats directly against Quantium’s 150+ QSegments. This creates an unprecedented audience targeting capability for OOH advertisers and will give oOh!media global best practice targeting tools.
Quantium’s QSegments have been developed from billions of consumer transactions capturing actual spend behaviour from the majority of Australians. This data is sourced from Quantium’s best in class data partners and spans virtually all advertising categories including online and offline transactions for FMCG, liquor, travel, telco, all retail categories and a full range of services.
Adam Driussi, Quantium’s CEO, said: “We are delighted to have oOh!media as Quantium’s exclusive out-of-home partner. Both our companies have felt for some time that our data could deliver significant benefits to OOH advertisers. As the market leader, oOh!media is our natural OOH partner. We’re excited that advertisers and agencies can now leverage our data and segments in another major marketing channel, in addition to our partnerships in TV, digital display and social media. It’s now possible to activate multi-channel campaigns that speak directly to audience segments based on real purchasing behaviour, such as ‘heavy cinema goers’, ‘dog owners’ or ‘people who buy yoghurt’.”
The partnership with oOh!media adds to Quantium’s existing media partnerships with other industry leaders including Facebook, MCN and News Corp. With QSegments being available through all of these partners, they are fast becoming an industry currency for media trading.
The partnership will see Quantium link its rich transactional data sets to oOh!media’s OOH media inventory at an individual panel level. All of oOh!media’s inventory, including Road, Retail, Fly and Place formats will be scored as part of the agreement. It will also be possible for oOh!media’s clients to target their OOH media to bespoke QSegments, built specifically for a given brand or campaign based on real transaction data.
17 March 2016
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