MTMN challenges Australia's top OOH advertisers with new data edge

The Media That Moves Network (MTMN), recognised as the nation's largest ensemble of mobile billboards and digital screens, is emerging as a formidable contender against Australia's Out-Of-Home (OOH) advertising firms. This shift is attributed to MTMN's recent partnership with tech company LUMOS, which provides an advantageous data edge.

Charles Tremlett, Director of MTMN, describes the scenario as reminiscent of David and Goliath, where national OOH providers have leveraged their scale to maintain dominance for an extended period. However, according to Tremlett, MTMN is now poised to challenge this dominance by offering superior data and metrics that enhance its competitive stance.

MTMN's new approach allows clients to access detailed demographics of the actual people reached through their mobile OOH campaigns. This data includes insights into gender, age, interests, and buying habits. Furthermore, advertisers can identify real consumers from these demographics and subsequently retarget them with advertisements directly to their mobile devices.

One prominent member of MTMN, Perth Outdoor Media, is already witnessing positive feedback. Director Daren Reid noted that clients are particularly pleased with the ability to identify and retarget engaged audiences across over 2,000 websites and apps. Advertisers are now able to track retargeting campaigns meticulously, observing which clicks directly translate into sales.

MTMN's capability to offer such precise retargeting is facilitated by LUMOS, which gathers data from a staggering 41 million anonymised smart devices throughout Australia. This repository provides in-depth marketing insights into the preferences and purchasing behaviours of more than 18 million Australians. LUMOS's methodology prioritises a digital-first unified audience approach, bridging a critical gap that media buyers have long needed to address.

Tremlett added, “Not all data is created equal. Our metrics offer far more detail compared to the Outdoor Media Association's OOH audience measurement tool, MOVE, which relies on historical averaged data rather than real-time insights. Utilising LUMOS allows us to deploy budget-friendly Digital OOH campaigns across an entire city, ensuring every advertising dollar is effectively utilised.”

MTMN is acclaimed for delivering Mobile Out Of Home advertising and Digital LED Screens across Australia for various reputable clients, including TK Maxx, Domino's, state governments, Coles, and Woolworths. The network comprises eight members: Running Boards, Perth Outdoor Media, Big Vision, Mobile Marketing Australia, Media Dash, Tasmania Outdoor Media, AAV Media, and Mobile Outdoor Media.