Posterscope India was recently the hot topic in the market reason being its newly launched unique and entirely automated live dashboard for OOH media planning. Posterscope, the out-of-home agency from Dentsu Aegis Network believes that the dashboard is not only an innovative design but also stands as a milestone of achievement in media planning.
The media includes billboards, unipoles, bus shelters and gantries over 60,000 OOH sites across over 1,700 cities in India. The tool is backed with critical data points of consumer insights of over 24 OOH touch points that help in planning OOH campaigns. Added features like heat mapping, analysis of live traffic data and mobile tracking for hyperlocal targeting makes the tool more accurate. With the amount of details obtained online campaigns can now be planned more intricately.
Haresh Nayak, Managing Director, Posterscope, said, “Location is the new leverage that brands and agencies are eyeing to ascertain the consumer behavior, and when OOH is the context, mobile devices are the undeniable common currency of information mining. We now have access to large data sources that allow us to break away from traditional audience demographics, enabling us to plan, on location-based behaviors and interests. To achieve this we have forged a number of partnerships in order to access a variety of mobile data. OOH Zone is now at the forefront of automated, speed-driven and process-oriented planning and by its virtue it will surely stir a paradigm shift in the OOH industry,” he added.
