In the US, outdoor advertising company JCDecaux has partnered with consumer data company Neustar, to provide advertisers with Out-of-Home (OOH) media analysis based on granular consumer attributes and behavioural data.
Neustar uses data science, programmatic ad buying software and proprietary first party data assets to provide cross-platform ad targeting services for clients. The firm has access to more than 20,000 audience profiles, ranging from psychographic and behavioral to attitudes, preferences and buying patterns. By combining customer history data with consumer demographics and behavioral data, it creates audience groups unique to a business, channel and product.
Following the deal, JCDecaux will use Neustar's 'geographic opportunity analysis', to identify areas and activities where OOH communications would be most relevant. In addition to using the syndicated profiles available, JCDecaux can combine them to create custom audience definitions, pinpointing where specific audiences work and live.
Julie Fleischer, Neustar's VP of Product Marketing, says that JCDecaux can now bring the same audience segmentation capabilities that brands have come to expect in online media, to OOH media on city streets. Jean-Luc Decaux, Co-CEO of the ad firm in North America, adds: 'Our ability to harness the rich audience data from Neustar allows us to better understand the intersection of audiences and our locations, and deliver a more relevant and targeted media planning approach for brands. Out-of-Home has always been a powerful medium for brands, but in the digital age, it requires the targeting and accountability brands demand'.
Web sites: www.jcdecaux.com and www.neustar.biz .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.