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Posterscope boosts mobile integration with xAd partnership

Posterscope has followed its recent partnerships with Proxama and EE by inking a fresh deal with xAd in a bid to strengthen its mobile related proposition.
The multi-territory partnership seeks to encourage and enable closer integration between location-based mobile display and OOH advertising, increasing the effectiveness of campaigns.
Using xAd’s consumer location technology Posterscope will be able to facilitate geo-targeted display ads to mobile users who are in or near targeted OOH media locations, enhancing consumer branding at optimal times and locations as well as engaging consumers with contextually relevant ads right in the palm of their hands.
xAd’s Store Visitation Lift (SVL) measurement product will also enable tracking of actual in-store visitations following OOH and mobile ad exposure, allowing Posterscope to measure campaign performance and ROI. Later this year xAd and Posterscope intend to launch their real world retargeting initiative currently operational in the US, which unlike traditional geo-targeting looks to reach users based on their location and behaviours.
James Davies, chief strategy officer at Posterscope, commented: “Our partnership with xAd will help our planners and clients accelerate their understanding of how best to derive increased communications value by combining physical and mobile location based media in a highly accountable way. Mobile is a key strategic focus for Posterscope and we believe that our approach will help drive growth within both the mobile and OOH sectors.”
xAd CEO, Dipanshu Sharma, added: “We’re looking forward to working with Posterscope in the UK, following our successful roll-out of the partnership in the US last year…The UK partnership will enable us to continue our success together, delivering advanced, highly-integrated solutions on a truly global scale.”
In addition to the xAd deal Posterscope UK has also announced the appointment of Ben Milne as head of innovation, joining the UK operation from his current role as MD of Posterscope China. The new role sees Milne ensuring Posterscope’s output pushes the boundaries and incorporates the agency’s ecosystem approach to OOH planning; Milne will also take a seat on the board working alongside senior management.
Via: The Drum

Posterscope Guide to Convergent Out-of-Home Belgium 2014

Posterscope Belgium have created a follow on from our hugely successful Guide to Convergent Out-of-Home published in 2012, with a combination of new global and local facts and figures.
Please click here to access the presentation.
For further information, don’t hesitate to contact valerie.decoster@www.posterscope.com

Posterscope and EE sign exclusive deal to trial use of mobile data in OOH planning

Posterscope has significantly enhanced its market–leading audience insight and campaign planning capabilities by forging a partnership with the UK’s largest mobile network, EE. This unique agreement will see EE provide Posterscope with anonymised and aggregated group level network usage data, that will inform planning and optimise the performance of outdoor advertising campaigns.
The tie-up will deliver Posterscope insights on group level movements and location-based digital behaviours on the move, and an understanding of how, when and where mobile devices are used by large groups of people in relation to, and in the proximity of, OOH media sites throughout the country.
Future applications will enable agency planners to determine the effect that exposure to OOH media at specific locations has on mobile web actions, and to capture data on journey patterns, areas of residence and locations visited by particular audiences. So, for example, it would make it possible to pinpoint hotspots of sports or film usage, and design campaign plans accordingly.
This new data will be incorporated into Posterscope’s own recently launched ‘Planner’ app, an innovative and sophisticated operating system that combines and interprets mass volumes of audience data to optimise the effectiveness and efficiency of campaigns. This tool was primarily developed to leverage access to the raw data within Route – the OOH industry’s audience measurement system – but also integrates data from a variety of other sources.
 
Posterscope is currently signing up launch advertisers with newly optimised campaigns running from November 2013.

Posterscope launches new HQ's in Dubai

Posterscope has officially opened a regional headquarters in Dubai to run planning, buying and research across the Middle East.  The new office, which has joined a network of 20 countries, aims to change the approach to out-of-home advertising with real-time data and ROI analytics.
It will be coupled with an ongoing study of 14,000 consumers and their attitude to out-of-home advertising across the UAE, Saudi Arabia, Egypt, Lebanon and Morocco.
The Dubai-based operations will be led by Abdallah Saab, who previously worked with Carat for seven years.
Saab said: “We realised the out-of-home market in the Middle East is developing fast but without accountability and sufficient research into consumer behaviour. Hence Posterscope has already conducted its first Out-of-Home Consumer Study with 14,000 respondents across five markets, which measures where out-of-home connects with advertisers’ target audiences and has helped identify integrated opportunities.
“Driven by consumer insight, innovation and market intelligence, Posterscope will now offer our clients a clear map to navigate the increasingly fragmented media landscape.”

Heineken augmented reality

To promote that Heineken is the ‘best friend’ for partying, Posterscope Taiwan launched an Augmented Reality campaign that allowed people to interact with the characters from the Heineken TV Commercial and see the effect broadcast on a giant digital screen.
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