Outdoor advertiser oOh!media has introduced its new Audience Intelligence Hub, an online data resource tool that provides clients with up to date insights for engaging Out of Home audiences.
The platform includes data from over 4,000 Out of Home locations nationwide, delivering insight into people movement patterns, audience and behavioural trends across roadside billboards, shopping centres, offices, cafes and university campuses.
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| 'Audiences coming back in a big way': Tim Murphy, oOh!media |
Tim Murphy, oOh!’s chief sales officer, says with movement patterns having changed because of Covid, it’s crucial for businesses to relearn how they target OOH audiences.
“Audiences are coming back in a big way, and it’s important for advertisers to understand where the momentum is strongest. The worst of the pandemic appears to be past us and Australians are starting to get out and about again, which is great news for businesses.
“The Audience Intelligence Hub supports campaign planning, and we are confident it will be a valuable resource for marketers seeking to better understand consumer behaviour. The Hub and the Pulse Report are backed by our global-leading oOh! DataScience capabilities, informing audience targeting and helping to create unmissable campaigns with widespread impact across our network, which enables us to reach over nine in 10 metro Australians weekly.”
The Audience Intelligence Hub covers both national and state-level numbers, and builds on the success of the Pulse Reports produced for clients throughout last year that tracked the impact of the pandemic. This week, oOh! relaunched those reports, which will now be published monthly with more in-depth data and analysis.
Recent data shows that oOh!’s retail and road networks delivered an average of over 450 million contacts weekly across the nation in early 2021. In regional areas where audiences are at or above year on year levels, the network is delivering over 152 million contacts. In overall terms, total Out of Home audiences have recovered from the depths of the pandemic and are up 91 per cent since April 2020.
The Audience Intelligence Hub and the new Pulse Report can be found here.
