APN Outdoor creates data and analytics division

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, chief executive officer and managing director at APN Outdoor (pictured), said: “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.”

APN Outdoor provides outdoor advertising across Australia and New Zealand.