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Posterscope share location expertise

By Dominique Fyson, Strategic Account Director
As part of the Digital Academy series, last week Posterscope hosted a Mobile and Location session, the final in a 4-part mobile series led by Fetch.
The aim of the session was to demonstrate how Posterscope are using mobile in the OOH industry and Strategic Account Directors Dominique Fyson and Brad Gilbert covered 4 key areas:
Planning OOH using mobile data:
Thanks to smart phones, we now have access to large data sources that allow us to break away from traditional audience demographics, and enable us to plan based on behaviours and interests. To achieve this we have created a number of partnerships in order to access a variety of mobile data. Firstly our exclusive partnership with EE gives us access to telco data. Secondly our partnership with tech start-up Locomizer gives us access to both social and mobile GPS data.
Location Analytics:
Alongside planning OOH more efficiently, we are now using mobile data to build out our location expertise, beyond planning posters and digital screens. So we are using this granular mobile data to truly understand different audiences, where they are, what they are doing and where they are going. We know that location analysis is becoming increasingly important to all of our clients, so we are constantly building and evolving this offering, and offering insights and services that go beyond the media plan.
Mobile Media and OOH:
Planning OOH alongside mobile isn’t just about using data. As we know that 99% of smartphone owners will use their device while OOH in a given week, it gives us the opportunity to create synergies between the two channels, and to really support the brand messaging. Working with Fetch we can now activate these two mediums side by side.
Building Mobile Engagement:
Lastly we looked at how we can use mobile tech to create engagement in the OOH space. We are constantly looking for new solutions to link these two channels, and to close the loop between knowing someone saw an OOH ad, and then completed a particular action. The mobile experience is obviously really important as we all have to deal with low-time, low-attention consumers. Therefore we are really interested in tech that has the potential to be easily adopted in the market, and is easy for consumers to understand. We then ran through some examples such as Beacons, linking OOH and social media apps like Snapchat and Instagram, physical payments through contactless technology, amplification of live events and dynamic OOH capabilities.
Finally the session concluded with a short presentation from our mobile partner Meshh, who have created a way of connecting any mobile device to any billboard within seconds, allowing for the immediate transfer or download of relevant digital content. The technology does not require an app and works without the need for any data or internet connection. They are a fascinating company, and we are hoping to work closely with them across 2017.

The Real World November 2015

The Real World is Posterscope’s monthly Out-of-Home market update, containing latest industry news, key facts and figures and some really cool OOH campaigns.  The presentation can be accessed here

The Real World August 2015

Posterscope’s latest monthly market update The Real World containing latest industry news, key facts and figures and cool out-of-home campaigns is available to read on Slideshare.

Five Top Trends for Out-of-Home in 2015

The last couple of years have seen the out-of-home (OOH) industry evolve more rapidly than ever before, but 2015 is set to be the industry’s most transformative year yet. An ever expanding network of digital inventory and increasingly sophisticated targeting technologies are enabling advertisers to increase both campaign efficiency and effectiveness, reaching their audiences in creative and engaging new ways. Here are Posterscope’s top five predictions for what 2015 holds for OOH advertisers. Click here
These predictions are just the tip of the iceberg. We’ll also see advances in OOH accountability, increasing amounts of content served via DOOH screens and a growing focus on furnishing consumers with experiences via multiple channels. The industry is at an incredibly exciting moment in its history, and 2015 will see it become an even more important consideration for advertisers.