APN Outdoor Debuts Dn'A Analytics Capability

Australian out-of-home advertising company APN Outdoor has launched an analytics capability called Dn'A, developed in conjunction with data scientists from PwC and data exchange tech platform Data Republic.

The firm, which is in the process of being acquired by outdoor giant JCDecaux for $1.12bn, provides outdoor advertising across Australia and New Zealand. Developed over the past three months, the first phase of Dn'A draws on attitudinal and behavioural data sources including anonymised, aggregated transactional data from Westpac, Roy Morgan Helix Personas, Nielsen, the Australian Bureau of Statistics and APN Outdoor to create a campaign planning and optimisation capability based on real-world behaviour.

Dn'A (Data and Analytics) uses around 34 billion data points, including 4.2 billion transactions, with analysis by 300 merchant categories, 56 audience segments, 2,500 postcodes, 58,000 geographic areas and 15,000 Census variables. More data sets will be added as Dn'A expands.

APN Outdoor CEO and MD James Warburton (pictured) comments: '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 - a remarkable capability, one that will enrich our understanding of audiences and lead to smarter campaigns that will have smarter impact'.

Web site: www.apnoutdoor.com.au .