Vividata Audience Intell Feeds OOH Ad Network Quebecor

In Canada, OOH advertising network Quebecor is integrating technology from cross-media and consumer insights provider Vividata into its Out-of-Home ad platform, to offer advertisers deeper intelligence on the audiences passing through locations.

Quebecor's national network of 16,000 advertising sites span four verticals: Large Format, Outdoor OOH, Transit and Indoor OOH. Vividata is a not-for-profit, tripartite industry organization with its origins in the 1980s, governed by a Board of Directors made up of leaders from the Canadian media and consumer goods and services sectors, and a Research Committee consisting of cross-industry insights specialists. The organization provides print and digital audience currency data for publishers and advertisers, and surveys more than 75,000 Canadians each year.

Vividata Spatial brings the firm's consumer and cross-media data together with hyper-local geographic intelligence, helping clients to build more precise audience segments at the postal code level, based on demographics, psychographics, shopping behaviour, brand preferences and media consumption. This will now be integrated into Quebecor's Connect platform, to help advertisers understand the audiences moving through high-value out-of-home environments, including super boards, transit shelters, service stations, fitness centres and shopping centres.
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Trent Martin, Director, Connect Platform, Quebecor Out-of-Home says the deal will help advertisers build more relevant campaigns and 'better connect the right message with the right audience in the right place.' According to Pat Pellegrini (pictured), President and CEO of Vividata: 'Out-of-home remains one of the most powerful ways for brands to reach people in the real world, but the next stage of the medium is about connecting those locations to a deeper understanding of audiences. Quebecor Out-of-Home is showing how a major media owner can use Vividata Spatial to make OOH planning more intelligent, more accountable, and more connected to the rest of the media plan. This is exactly the kind of industry adoption that demonstrates the value of bringing trusted, privacy-safe consumer and cross-media data into audience planning.'

The integration was accomplished through the data science and technology capabilities of a third party, Manifold Data Mining. Web sites are at www.quebecor.com , www.manifolddatamining.com and www.vividata.ca .