Mobile billboard and digital screen collective, The Media That Moves Network (MTMN), is partnering with tech company LUMOS to provide detailed demographics of the actual people reached by their mobile OOH campaigns, including gender, age, interests, and buying habits.

"It’s a David and Goliath battle - for so long the national OOH providers have used their scale to dominate, but now we’re offering data and metrics that give us a competitive edge," said Director of MTMN, Charles Tremlett. "Not all data is created equal. Our metrics are so much more detailed than the Outdoor Media Association’s OOH audience measurement tool, MOVE, which uses historical averaged data rather than real time data. Using LUMOS means we can deliver budget Digital OOH campaigns across a whole city and make every advertising dollar hit the mark."

MTMN will use LUMOS' data from from 41 million anonymised smart devices across Australia, which provides insights into the interests and shopping habits of over 18 million Australians. The partnership will allow MTMN clients to identify and retarget real consumers with ads to their mobile devices.

"Audiences who’ve engaged with a campaign are identified and can then be retargeted across 2000+ websites and apps. Advertisers can track their retargeting campaigns to see which clicks result in sales," explains Daren Reid, Director of Perth Outdoor Media.

MTMN members include Running Boards, Perth Outdoor Media, Big Vision, Mobile Marketing Australia, Media Dash, Tasmania Outdoor Media, AAV Media and Mobile Outdoor Media.