Outdoor ASIA - July 2018

58 August 2018

THINK DIGITAL

Exterior Media to market The

Picture Works’ in-pub formats

APN Outdoor creates data &

analytics division

U

K’s Exterion Media and Dublin-based The Picture

Works have announced a strategic partnership

that will strengthen the services that both companies

deliver and enable opportunities for technological

innovation in Out-of-Home environments. As part of this

partnership Exterion Media will take responsibility for

the sales and marketing of I-Sites, The Picture Works

network of nationwide in-Pub advertising formats, with

a key focus on developing mobile and digital projects.

The Picture Works is a Dublin based media company

that develops digital and technology driven services for

major brands in OOH and entertainment locations. Colin

Leahy, managing director of Exterion Media was quoted

in Ad World as saying: “This strategic partnership is

O

ut-of-home media company APN Outdoor has launched a data and analytics arm, Dn’A, as it looks to improve

its audience insights. The division has been developed by APN Outdoor in conjunction with data scientists from

PwC and data from Data Republic. The unit’s first phase will use attitudinal and behavioural data from anonymised,

aggregated Westpac transactional data, Roy Morgan Helix Personas, The Nielsen Company and the Australian

Bureau of Statistics. More data sets will be added in future.

The move will provide APN Outdoor’s clients with location-based behavioural data based

on transactions, which the company said would result in "richer and more targeted"

campaigns. James Warburton, CEO & MD, APN Outdoor was quoted by ResearchLive as

saying: “Dn’A will enrich our understanding of audiences and lead to smarter campaigns

that will have smarter impact. By running Dn’A in-house rather than outsourcing it, we

can ensure greater flexibility in terms of responding to our advertisers’ needs, expanding

data sets and giving our clients the insights they need to drive greater effectiveness and

better results.”l

a great fit for our

company and comes

at a time when both

on and offline digital

development in

the Irish market is

coming of age. There are exciting opportunities ahead

of us to create impact and deliver memorable campaign

opportunities for our clients.”

Mark Hooper of The Picture Works said: “This alliance

allows us the opportunity to create campaigns that

resonate with consumers, connect brands and

consumers digitally and enhance audience engagement

and consumer experience.”l