APN Outdoor this week announced the launch of its data and analytics capability Dn’A, an innovation that we are told, will maximise the impact and effectiveness of outdoor advertising.
Developed over the past three months by APN Outdoor in conjunction with data scientists from PwC and data from the data exchange technology platform Data Republic [1], the Dn’A capability and IP are owned and controlled exclusively by APN Outdoor and represent a significant investment by the company.
The first phase of Dn’A draws on attitudinal and behavioural data sources including anonymised, aggregated Westpac transactional data, Roy Morgan Helix Personas, The Nielsen Company, the Australian Bureau of Statistics and APN Outdoor to create a campaign planning and optimisation capability based on real-world behaviours. More data sets will be added as Dn’A deepens and expands.
APN Outdoor Chief Executive Officer and Managing Director, James Warburton told us “Earlier this year, we made a commitment to the market that we would invest in data innovation to increase the insights we can deliver to advertisers, to make their outdoor campaigns more effective. The first phase of our proprietary capability Dn’A is the result of that promise. Our mission at APN Outdoor is to deliver innovative media solutions that amplify, engage and inspire. What this means for our advertisers is that we combine powerful data and a national network of connection points to cut-through and convince more of the right audiences to stop, look and interact with brands”.
Dn’A is built around 34 billion data points, including 4.2 billion transactions, 300 merchant categories, 56 audience segments, 2,500 postcodes, 58,000 geographic areas and 15,000 Census variables.
Combined with APN Outdoor’s own data sets and media location analysis, the wealth of real-world behavioural data generated through Dn’A will provide unique and new insights into audience behaviour, help advertisers find and target new audiences and better target existing audiences. The result will be smarter, richer and more targeted campaigns.
Data Republic Chief Analytics Officer, Steve Millward was quoted as saying “It’s fantastic to see APN Outdoor develop such a powerful tool using multiple data sources securely exchanged on the Data Republic platform. Our partnership with APN Outdoor ensures that maximum insights can be delivered to its clients through safe, multi-party data collaborations, where customer privacy is protected at all times”.
We understand that Dn’A fits also with IRIS, the creative and campaign effectiveness service APN Outdoor launched in February 2018, in partnership with the global media, data and insights company Pureprofile.
IRIS leverages Pureprofile’s consumer panel of more than 170,000 Australians whom are active panellists. Through IRIS, APN Outdoor can run pre and post testing of creative work, conduct polls, measure brand health metrics and evaluate the effectiveness of ad campaigns.