Out-of-home giant Ooh! has signed a deal with data company Quantium in a bid to ‘revolutionise’ audience targeting in the outdoor media sector.

Quantium, which is 50 per cent owned by Woolworths, is set to provide Ooh! with a suite of data and  audience profiling tools to offer clients wanting to know more consumer specific information.

The data will offer insight into what products are being bought in certain areas, so billboards and signage can be targeted accordingly.

Ooh! chief executive Brendan Cook says the data partnership will zero in on micro-audience sectors to offer the most specific audience analytics for clients wanting to buy outdoor space.

The deal follows a strong half-year revenue for Ooh!, which saw both print and digital outdoor media pushing revenue to $279m, and revealed 2016 plans to convert a number of roadside billboards to digital.

Quantium chief executive officer Adam Driussi says Ooh! media is the data company’s ‘natural exclusive OOH partner’, and is the first and only out-of-home group it has collaborated with.

Quantium also partners with big name corporations such as Google, Westfield and News Corp, and signed a lucrative deal to provide Facebook with data in July last year.

Cooke recently told ProPrint that printed outdoor media had a central place in the company’s ongoing strategy.

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