OMG’s new data collab paves way for deep insights

Omnicom Media Group says its new data collaboration solution in Aotearoa will be a major circuit breaker for clients, allowing deep insight into audiences and their behaviours.

The new data capability, built in partnership with global technology platform InfoSum, enables brands to collaborate using first-party data while ensuring security and privacy. Launch partners include Trade Me, NZME, and TVNZ.

Commenting on the first-to-market innovation, OMG’s head of Annalect, Chris Daley says, “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.

“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 has launched a pilot campaign in New Zealand in collaboration with Trade Me. This initial campaign uses insights from Trade Me’s extensive lifestyle and shopping data to improve media performance and provide ongoing behavioural insights for future campaigns.

The approach allows OMG agency clients to gain deeper insights into genuine New Zealand consumers, facilitate more precise connections, and enhance business returns through improved communications and activations.

Trade Me’s Head of Ads, Ivan Fuyala adds, “This partnership ensures we are well positioned to deliver highly targeted campaigns to our advertising customers in a privacy-compliant manner beyond 2025.  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, OMG says, “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. 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.

“All of this helps us to create insights that will not just guide us with digital performance media. This will also have 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.”

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