A data-driven, audience-led approach

07 Mar 2018

  • Data-driven Marketing
  • Data
  • Mobile

oOh! presents unrivalled insights on Chinese travellers

Chinese travellers in Australia spent $11.7 billion in 2017 – a lucrative audience that oOh!media felt deserved deeper investigation in order to learn more through their movements in Australia. In a tie up with global mobile data specialists DSpark, oOh! uncovered a data-led opportunity for advertisers never seen before in this market. As a result oOh! now has an indepth analysis of Chinese traveller’s mobile roaming data. 

In this data driven age, the insights gleaned from this project allow oOh! to help customers make better informed media decisions. It means oOh! can target this audience across their national network of classic and dynamic assets - well beyond just airports. Given the opportunity, the Chinese traveller audience is not to be ignored!

“In 2012 we defined that we would be a data driven, audience led business, and this is the next evolution of that,” Michaela Chan, oOh!media Chief Marketing Officer says.

“Its why we continue to invest in technology, audience profiling tools and partnerships with leading data providers. Captured through roaming data and our national portfolio, oOh! now has the targeting capabilities to reach and engage the lucrative Chinese traveller audience”.

Watch the video above to see Michaela Chan & Paul Rybicki, Country Head, DSpark Australia recap the project and present the study’s findings to an audience at ADMA’s Data Day.

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