Vendo Media, an outdoor digital media company based in Canada, has picked Arima, a technology, information and media producer, as its primary data and consumer insight partner, according to a company press release.

With Arima's 7,000-plus audience variables, custom audience segments can be created and its location intelligence tool can be used to show marketers where a target audience is, down to the postal code.

"The emergence of data and media modeling in out-of-home and the need for quick turnaround on targeted proposals made our decision to go with Arima an easy one," Joe Kispal, VP sales of Vendo Media, said in the release. "Arima's suite of tools provide us with business insights, the capacity to define custom audiences and ultimately deliver tailored media packages to our clients."

Arima can highlight who the target is, where they shop and what they like to do, according to the release. Vendo Media will combine its more than 400 outdoor digital locations with Arima's custom planning platform.

"We're proud to be working with Vendo Media as we build Arima's cross media planning tools. We continue to see OOH media perform within our marketing mix models and travel patterns mobile data," Chris Williams, CMO at Arima, said in the release.

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