MediaWorks’ new partnership means more data-led solutions for clients

MediaWorks is celebrating being able to offer customers enhanced data-led advertising options, thanks to a partnership with Factori.

Factori is an outdoor data and advertising solutions company, formerly known as Lifesight. This partnership will allow MediaWorks to use Factori’s Screen IQ planning tool and its attribution tool to bolster its data-led approach for site selection and campaign effectiveness.

Key benefits of the partnership include:

• Enhanced planning capabilities: The integration of Screen IQ empowers MediaWorks to gain deeper
  insights during the out of home planning stages. It allows for site selection based on a
  comprehensive databank of audience insights, consumer behaviour, and category involvement and
  affinity.
• Data-driven site selection: This enables smarter site selection, by focusing on locations with the
  highest potential to engage target audiences at scale. By presenting a more granular view of
  audience and category affinity, MediaWorks can deliver quality audience engagement for advertisers.
• Proven effectiveness: With confidence in Factori’s solutions, MediaWorks will track attribution to
  measure the impact of its outdoor assets, monitoring how effectively they drive consumers to
  advertisers’ websites or physical locations.

Brad Glading, Head of Research & Insights at MediaWorks says: “We are thrilled to be partnering with Factori on this initiative. Factori’s impressive depth of data in Screen IQ will vastly improve our data-led thinking in the outdoor planning stages, giving us confidence in driving stronger results for our advertisers. What’s more, their attribution tools will effectively demonstrate how our media influences consumer behaviour.”

Factori’s robust and continuously growing dataset will significantly enhance MediaWorks’ data-led decision-making processes, providing strategic direction during the planning stages and site selection. This partnership will allow for precise analysis of outdoor attribution, ultimately helping customers better understand how campaigns drive traffic to their websites and physical locations.

Peter Madani, Director of Sales & Partnerships at Factori adds: “We’re excited to partner with MediaWorks and enhance their out of home planning and reporting capability. Brands accessing MediaWorks Outdoor network will receive audience led outdoor strategy and can close loop on performance outcomes through footfall attribution.”

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