APN Outdoor have announced the launch of a new research service ‘IRIS Powered by Pureprofile’ as they partner with global media, data and insights company Pureprofile (ASX: PPL) for all of their panel research requirements for 2018. They will now be offering clients and advertisers access to one of the biggest online consumer panels in the country for measures of campaign effectiveness.
James Warburton, CEO of APN Outdoor told us “We are really excited about what promises to be a successful and very powerful partnership which will drive the development of insights and data to benefit the industry and our advertisers. It is clear that through their own alliances in the online space, Pureprofile is moving in a direction that is set to create unique opportunities combining behavioural and survey data.”
‘IRIS Powered by Pureprofile’ will leverage Pureprofile’s active and highly engaged consumer panel of over 170,000 Australians. Pureprofile have spent more than sixteen years collecting answers from real people about products and issues that matter to them. In return, panellists receive personalised content, insights and financial rewards.
Nic Jones, CEO of Pureprofile was quoted as saying “This significant partnership with one of Australia’s strongest media companies holds great innovation potential for both businesses, with Outdoor promising so much opportunity in the connected, audience empowered world we now live in. Pureprofile’s business is about delivering insights from deep and increasingly complex consumer data and building partnerships with content companies that understand this is the core of their future business success.”
The recent launch of the Pureprofile app means there is the potential to leverage panellists’ mobile location data and deliver surveys to relevant audiences in the Outdoor environment. Later this year, APN Outdoor will be trialling geo-targeted surveys.
The partnership kicked off last week with a Pureprofile consumer promotion advertised on APN Outdoor’s XTrack TV network in rail stations across the country. The promotion is live to encourage commuters to join the Pureprofile panel and download the app for their chance to win $250,000.