Posterscope India, the OOH advertising specialist from Dentsu Aegis Network, recently announced the launch of ROOH (Real Time Out-Of-Home). ROOH is one-of-a-kind planning-buying (including programmatic) for digital OOH.
The billings from digital OOH are predicted to grow at a rate of 60% by 2019-end, this latest tool will only help Posterscope to further increase and strengthen its real-time capabilities in India. Based on the extensive use of APIs (application programming interface), Posterscope’s ROOH uses a wide variety of data feeds to create customised and targeted advertising.
According to Haresh Nayak, Regional Director, Posterscope Asia Pacific, Managing Director, Posterscope Group India, this will eventually make it possible for advertisers to exercise direct control over the content that is being displayed on the screens without the need to specifically access the media owner systems. Also, most of the digital screens are cloud-based that enables ease and flexibility in the campaign management.
As per Posterscope, this new feature of dynamic content in real time, driven by highly relevant data and optimised to target audience, represents a huge increase in the power of the OOH medium. Moreover, this will further attract new advertisers to the medium and specifically those brands that require highly flexible and dynamic brand communication.
The variable nature of ROOH will render some interesting campaigns and will make OOH a great dynamic medium. As per the predictions from Posterscope Group, the year 2020 will be a defining year for Real-Time out Of Home.