OMG launches groundbreaking data collaboration in New Zealand

AUCKLAND, Today: Omnicom Media Group (OMG) has launched a new data collaboration solution in New Zealand. Partnering with InfoSum, this innovation allows brands to collaborate securely using first-party data. Launch partners include Trade Me, NZME, and TVNZ.

Chris Daley, OMG’s head of Annalect, is thrilled about this first-to-market service. “This new service for our clients is a major circuit breaker when it comes to allowing deep insight into audiences, their behaviour, and how we connect with those customers.”

Daley added, “It allows us to balance data privacy with data utility, unlocking opportunities to build rich consumer intelligence from a network of local data partners and publishers. We’ll now be able to activate campaigns to precise audiences, all while not contravening privacy laws or comprising the ownership of that data.”

Local OMG media agency PHD Aotearoa kicked off a pilot campaign with Trade Me. Using Trade Me’s lifestyle and shopping data, they aim to boost media performance and gather insights for future campaigns.

This approach gives OMG clients deeper insights into real New Zealand consumers. It facilitates more precise connections and improves business outcomes through better communication and activation strategies.

“As a customer-centric business, ensuring the privacy and security of our customers is paramount, so we’re pleased to be able to move forward with this solution for our partners.” – Ivan Fuyala

Ivan Fuyala, Trade Me’s head of ads, emphasised the partnership’s value. “This partnership ensures we are well positioned to deliver highly targeted campaigns to our advertising customers in a privacy-compliant manner beyond 2025.”

Fuyala continued, “As a customer-centric business, ensuring the privacy and security of our customers is paramount, so we’re pleased to be able to move forward with this solution for our partners.”

Daley concluded, “Technology changes have impacted the viability of traditional identity signals, making multi-party data collaboration crucial for brands in the next iteration of digital marketing.”

He added, “With this technology, in addition to knowing more about who we are talking to with every message, you can profile your customers, understand what type of media they consume, what kind of programming they watch, for example, and what they are buying.”

Daley finished by saying, “All of this helps us to create insights that will not just guide us with digital performance media. This will also have a significant impact on how we plan and activate, and will lead to new product innovations for clients. We’re looking forward to rolling it out to more of our clients across OMG New Zealand.”