Transactional data powers Mondelez’s new campaign in Australia

oOh!media in exclusive partnership with Australia’s largest data analytics company Quantium launched a Cadbury Favourites campaign using an optimised planning solution that harnessed real transaction data. Using ‘oOh! Insight powered by Quantium’, Cadbury Favourites was able to more effectively target those identified, based on transactional behaviour, as having a greater propensity to purchase for social occasions.

This optimised approach meant the campaign would reach more than 15% more of target audience than would traditionally have been possible. Brendon Cook, CEO of oOh!, was quoted saying: “After 18 months of testing and learning with Quantium we have now reached the point where our clients can start benefiting from smarter planning,” Cook said.

“We have created a methodology that links those exposed to each of oOh!’s out-of-home assets nationally with Quantium’s anonymous transactional data, to enable us to identify and target transaction-based buying audiences for specific advertisers. By overlaying the most comprehensive transactional data across each of oOh!’s assets in 21,000 locations across the country, advertisers and their agencies can now plan like never before. Mondelez International, as one of the trail-blazers of using data to plan media more effectively, have shown how to tap into our purchased based targeting capability to reach audiences that have a greater propensity to purchase for the occasion,” he said.