In Australia, WPP's media investment company GroupM has launched a data-driven digital out of home (DOOH) planning and activation platform called 'Journeys', through which advertisers can deliver audience-based campaigns.
With Journeys, GroupM agencies Mindshare, Wavemaker, Essence and MediaCom will be able to tap into more than 500 audience segments, over 2,300 points of interest, and millions of geo-location data points, and then link online and real-world consumer behaviour to target actual people. Journeys can also identify a cluster of an audience with a specific interest - such as in sports - and use that real-time data to target physical sites in and around that cluster. The new solution builds on GroupM's advanced programmatic DOOH solutions and technology suite Sightline, launched last year in partnership by Xaxis and Kinetic.
Ryan Menezes (pictured), GroupM's Chief Technology and Transformation Officer, comments: 'Journeys allows for more precise data-informed audience targeting taking the guessing game out of campaign planning and enabling advertisers to get more value out of their DOOH investments. We can now provide precision at an individual screen level to understand the audience movement patterns to choose the right inventory at the right time.'
Web site: www.groupm.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.