MediaSmart® today unveiled its new targeting capability, which is set to revolutionise the way Australian advertisers communicate with customers in the digital environment.

The business, which is the digital advertising arm of Sensis and owned by Telstra, has linked its adserver with a major sub-set of Telstra’s customer database, allowing it to recognise a mobile or online customer’s geographic, demographic and psychographic attributes.

While strict privacy conditions have been put in place and users are not personally identified, it provides advertisers with a level of targeting precision that has not been possible in Australia before.

General Manager Mark Shaw said MediaSmart® now offers clients the next generation of targeting capability because of the business’ relationship with Telstra and Sensis.

“MediaSmart® is taking a momentous step in Australia’s digital evolution.

“Our new targeting capability is significant for Australian advertisers and consumers because it allows truly controlled and tailored messages to be delivered, facilitating less advertising wastage and more relevant information for customers.

“We are now able to provide online and mobile advertisers with high-quality and robust customer data through our relationship with Telstra.

“On top of this, search data from the Sensis network ¬– including Yellow Pages®, White Pages®, Citysearch® and Whereis® – will add further location, buying intent and life event customer insights,” Mark said.

The launch follows a successful trial of the capability in the financial and retail sectors.

As part of the trial, a leading financial services brand ran a successful acquisition campaign, in which it was able to target customers who live in specific postcodes and business owners.

Two well known Australian retailers have also been able to drive store traffic through campaigns that combined billing postcode information from Telstra’s database and location search information from the Sensis network.

The targeting options currently available to advertisers include:

Telstra has the largest and most sophisticated telecommunications database in Australia, providing a deep understanding of customers’ product take-up, usage patterns and attributes. The database is highly accurate because of the verification process used when a customer signs with the carrier and through the ongoing billing relationship.

All unique identifiers are encrypted on the user’s browser and cannot be accessed by any of MediaSmart’s® advertisers, ensuring customer privacy.

MediaSmart’s® new targeting capability is able to reach users across the largest online and mobile network in Australia.

*mobile segmentation only

About Sensis

Sensis is Telstra's advertising business and Australia's leading directories information resource, helping Australians find, buy and sell. Sensis delivers innovative and integrated local search and digital marketing solutions via print, online, voice and mobile channels to connect Australians 24 hours a day, seven days a week. Sensis' powerful, multi-channel portfolio provides an unparalleled local information source incorporating the White Pages® and Yellow Pages® directories; the MediaSmart digital advertising business; the Whereis® digital mapping business; the Citysearch® entertainment and lifestyle website; the sensis.com.au search engine; the 1234 operator-assisted, premium voice information service; and the accommodation website gostay.com.au. Sensis is also a partner in some of China's most popular websites including real estate and home furnishings website, SouFun.com; auto websites Autohome.com and Che168.com; and digital devices websites IT168.com and PCPop.com.cn.