The solution powers OOH audience-based planning and execution as part of omnichannel media mix

TransUnion announced a partnership between its marketing solutions business, TruAudience®, and AdQuick, a leading out-of-home (OOH) advertising platform. The partnership enhances AdQuick’s offerings by integrating with TruAudience’s consumer insights platform and curated audience taxonomy to enable advertisers to plan, execute and buy OOH as part of holistic, omnichannel campaigns.

TransUnion’s identity-based consumer insights and audiences will now give AdQuick customers access to:

• Audience-Based Planning: Utilizing the TruAudience consumer insights modules purpose-built for digital out of home planners, AdQuick’s advertisers can plan their OOH investments alongside all other channels, including Connected TV, Display and Video.
• Audience Data for Campaign Planning and Execution: AdQuick’s platform offers the ability for clients to access TruAudience’s taxonomy as well as additional third-party audiences from AdQuick’s third-party data marketplace.

“OOH has mass reach, is brand safe, and is highly viewable. But historically it’s been planned, executed, and measured separately from other channels, which has resulted in brands chronically underinvesting in OOH. Our partnership with TransUnion will showcase the important role that OOH plays in driving outcomes, and help shift more advertiser dollars to OOH tactics,” said Jason Kunkel-de Cesero, Vice President, Demand & Analytics Partnerships, AdQuick.

TruAudience, TransUnion’s marketing solutions business, transforms marketing and media effectiveness with an end-to-end solution suite integrating identity resolution and enrichment, consumer and media insights, data onboarding, omnichannel targeting, marketing mix modeling, and marketing attribution for brands, agencies, publishers, and technology providers.

“As the media ecosystem becomes increasingly fragmented, marketers must maximize their targeted audience reach with optimal frequency, and OOH is an underutilized channel in achieving those goals,” said Julie Clark, SVP, Media & Entertainment, at TransUnion. “We’re excited to provide the insights and audiences to help AdQuick clients utilize OOH to its fullest extent as a meaningful part of their omnichannel performance marketing plans.”