Quebecor Out-of-Home signs Vividata deal
By Rob Bale
Quebecor Out-of-Home has signed an agreement with Vividata to integrate the latter company’s Spacial audience measurement service is to the former company’s Connect campaign planning system. The move is intended to provide advertisers with additional audience information when planning out-of-home campaigns. It will be applied to the company’s billboard, transit shelter, service station, fitness centre and shopping mall inventory. The Spatial service provides audience data related to demographics, shopping behaviour, brand preferences and media consumption. The integration is being conducted in collaboration with Manifold Data Mining.
“With Connect, our goal is to make out-of-home planning faster, smarter and more accountable for advertisers,” said Trent Martin, director of the Connect platform at Quebecor Out-of-Home. “By integrating Vividata Spatial into the platform, we are giving agencies and brands a deeper understanding of the audiences moving through our network, including who they are, where they go and what matters to them. This helps advertisers build more relevant campaigns and better connect the right message with the right audience in the right place.”