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Tag: Posterscope India

  • Posterscope launches ROOH – Digital OOH Ad Exchange

    Posterscope launches ROOH – Digital OOH Ad Exchange

    MUMBAI: Posterscope India, the out-of-home specialist from Dentsu Aegis Network, has announced the launch of ROOH (Real Time Out Of Home), a unique planning-buying platform (including programmatic) for digital OOH inventories.

    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. The tool aims to help Posterscope to further strengthen and bolster its real-time capabilities in India as billings from digital OOH are estimated to grow at a rate of 60 per cent by the end of 2019.

    With the launch of ROOH, Posterscope India has collated and brought together more than 60,000 digital screens on a single platform. This tool not only uses analytics around the screen when consumers frequenting the location but also exploits Dentsu Aegis Network’s research, insights and planning tool – CCS (Consumer Connections Study Planner) along with Dan Explore (a tool that examines consumer passion points) to arrive at the right screen mix for the brand to help optimise the plan.

    Posterscope Group South Asia group MD Haresh Nayak said, "The ability to deliver dynamic content in real time, driven by highly relevant data and optimised to audience type and audience mindset, represents an enormous leap in the power of the OOH medium. I am certain that it will attract new advertisers to the medium, particularly those that need highly flexible and agile brand communication."

    ROOH senior vice president Deepak Kumar said, “Over the last two years, we have worked across 2500 towns, dealing with over 50 key media owners, to develop this tool. This has helped us in understanding and curating ROOH. The flexibility of ROOH will enable some interesting campaigns and will make OOH truly a dynamic medium. The Posterscope Group predicts that the year 2020 will be a defining year for real time out of home.”

    During the test phase, Posterscope India activated programmatic triggers, specific to time and location, with multiple creatives on a limited number of screens to observe market reaction. “In turn, the agency observed exponential increase in client queries to understand the medium so that it could help them execute their campaigns more effectively. Currently, BFSI, mobile, e commerce and automobile categories are at the forefront of usage of this tool,” a press statement shares.

    Only accessed by its planning team now, Posterscope will soon extend ROOH’s access to its clients and partners. ROOH will provide insights and data to them – right from the brief stage juxtaposed against consumer analytics that will help then detect and decipher the apt triggers for their campaign. Human intervention, then, will be limited and utilised only if necessary.

  • Dentsu’s Posterscope launches ‘rateOOHmeter’ benchmarking tool

    Dentsu’s Posterscope launches ‘rateOOHmeter’ benchmarking tool

    MUMBAI: Posterscope India, the out of home division of Dentsu Aegis Network, has launched its OOH rate benchmarking tool called – rateOOHmeter.

    The tool is one of a kind in providing detailed information on media pricing across markets in the OOH commercial ecosystem. The ‘rateOOHmeter’ platform is based on field data of OOH campaign universe with information on 400+ brands, 1600 cities, 3000+ campaigns and 85000+ OOH inventory across formats pan India. The tool will enable streamlining of media buying processes that the industry often grapples with in order to achieve regulation.

    Commenting on the launch Haresh Nayak, Managing Director Posterscope India, said, “The only gap in India’s OOH scenario is the lack of neutral, credible and standardized data. From audience measurement to media rate regulations, this data gap has been subtly stifling industry’s growth. And we have only seen this gap widening, even as the demand for data driven solutions are on the rise. OOH’s very lopsided buying and selling process is largely governed by the whim and fancy of the media asset owner that gives rise to disproportionate rate verdicts. This too varies from campaign to campaign and media buyers likewise. The onus of delivery, therefore, falls into the agency’s court to deliver a lean and effective campaign. Now, with the help of rateOOHmeter we can have a controlled environment in which the media rates will be regulated with historical buys in OOH campaigns aligned with the media asset owners for the respective regions. Clients will now be able to map their productivity through the agency’s buying process and the agency will be able to deliver beyond the brief.”

    Subhashish Trivedi, Vice President – media buying Posterscope India added, “With the help of rateOOHmeter, the buying efficiency will immensely improve, the results of which will shine in leaner and productive campaigns. In the future we will be able to reach to the level where we can reduce inconsistent buying by over 95%.”

  • Posterscope India launches OOHZONE

    MUMBAI: Posterscope India, the out-of-home agency from Dentsu Aegis Network, has launched ‘OOHZONE’, a fully automated live dashboard for OOH media planning. Its shear scope of process automation and innovative design makes it an impressive asset, which the agency trusts is a milestone in OOH media planning and execution mapping.

    The tool encompasses media inventory of over 60,000 OOH sites across 1700+ cities in India. The media ranges from Billboards, Unipoles, Bus Shelters and Gantries along with inclusion of media at ambient touchpoints such as Mall facades.

    The tool’s state of the art planning mechanism is fool proof and facilitates the know-how of critical data points integral to a robust brand centric OOH plan. The tool incorporates consumer insights of over 24 OOH touch points, their heat mapping, analysis of live traffic data, mobile tracking for hyperlocal targeting, alongside many more important inputs. When all combined, the tool designs a detailed online plan with mapping of consumers vis-à-vis media, providing an integrated plan in absence of any research or data in Indian OOH industry.

    This futuristic dashboard is an end to end solution for automating the entire process in OOH. Right from the brief stage to planning to execution and finally the payment, all of it tethered to a single dashboard for transparency and accountability. The tool has helped Posterscope to bring down the process time by more than 5 days and gain effective incremental efficiency by 70%.

    Posterscope recognizes the importance of location analysis as a key driver for consumer understanding, which is becoming increasingly important to all its clients. In addition to make OOH planning more efficient, Posterscope is now using mobile data to build their location expertise, beyond planning billboards, bus shelters, mall spaces and digital screens. This involves using granular mobile data to understand diversity of audiences, where they are, what they are doing and where they are going.

    The tool will cut across all conventional media planning processes to give out an evolved media planning perspective in the OOH domain. Now all the clients at Posterscope will get media plotting with consumer and traffic heat maps.

    Haresh Nayak, Managing Director Posterscope said, “Location is the new leverage that brands and agencies are eyeing to ascertain the consumer behaviour, 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 behaviours and interests. To achieve this we have forged number of partnerships in order to access a variety of mobile data.”

    “OOHZONE 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.

  • Posterscope shines at Global Marketing Awards

    Posterscope shines at Global Marketing Awards

    MUMBAI: Posterscope India, the out-of-home agency from Dentsu Aegis Network, has bagged the title of ‘Outdoor Agency of the Year’ at the Global Marketing Excellence Awards. With more than 30 awards in its kitty, this year has surely been a remarkable one for Posterscope India.

    The 3rd Edition of the World Marketing Congress organised the event on November 24 and 25 this year at the Taj Lands End. Acknowledged to be Asia’s largest Marketing Conference, its mission is to recognize the unique and resonant nature of the Indian Marketing community. The World Marketing Congress & Awards continues to celebrate the most outstanding stories in India, with entries from over 30 countries across the globe.

    Commenting on the win, Posterscope Group India MD Haresh Nayak said, “Such wins give us immense motivation to work hard for our clients and garner appreciation for our work across the industry. I hope we continue to work at this pace and even more, and produce fantastic work for our clients in the future.”

    public://PS at GMEC 2016.jpg

  • Posterscope shines at Global Marketing Awards

    Posterscope shines at Global Marketing Awards

    MUMBAI: Posterscope India, the out-of-home agency from Dentsu Aegis Network, has bagged the title of ‘Outdoor Agency of the Year’ at the Global Marketing Excellence Awards. With more than 30 awards in its kitty, this year has surely been a remarkable one for Posterscope India.

    The 3rd Edition of the World Marketing Congress organised the event on November 24 and 25 this year at the Taj Lands End. Acknowledged to be Asia’s largest Marketing Conference, its mission is to recognize the unique and resonant nature of the Indian Marketing community. The World Marketing Congress & Awards continues to celebrate the most outstanding stories in India, with entries from over 30 countries across the globe.

    Commenting on the win, Posterscope Group India MD Haresh Nayak said, “Such wins give us immense motivation to work hard for our clients and garner appreciation for our work across the industry. I hope we continue to work at this pace and even more, and produce fantastic work for our clients in the future.”

    public://PS at GMEC 2016.jpg

  • Posterscope rolls out ‘Frooti’ OOH campaign

    Posterscope rolls out ‘Frooti’ OOH campaign

    MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife.

    The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the campaign is centred on a deep understanding of the consumers, derived from primary research (OCS), patented analytical tools (PRISM) and accumulated knowledge. Posterscope zeroed down on strategic locations to reach the core TG and create maximum impact.

    Building on the brief, Posterscope India crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for impact were billboards, bus shelters, mall media, gantries, unipoles, bus wraps, utilities, pillars, mobile vans etc.In an attempt to create impact multiple creatives are being used across cities. Every creative invariably has been highlighting the brand though # Live the Frooti life. The campaign has been executed in 160 plus cities that include the top 8 metros, the tier 1 and tier 2 cities.

    Parle Agro JMD and CMO Nadia Chauhan. said, “OOH has played an important role in delivering the communication objectives of the Live #TheFrootiLife campaign. The medium enabled us to leverage the strongest part of our creative assets; the brand’s visual identity. Posterscope has aligned with our brand strategy ensuring our campaigns achieve maximum impact.”

    Posterscope APAC regional director Haresh Nayak said “The Frooti story is built on an enormous legacy. And therefore, the crafting of any campaign for this product has to match up to that legacy that Frooti brings along.

    We have been servicing this client since 2013 and every campaign that we have built for them, has led us to rethink each and every tested strategy and create something novel, new and authentic.”

  • Posterscope rolls out ‘Frooti’ OOH campaign

    Posterscope rolls out ‘Frooti’ OOH campaign

    MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife.

    The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the campaign is centred on a deep understanding of the consumers, derived from primary research (OCS), patented analytical tools (PRISM) and accumulated knowledge. Posterscope zeroed down on strategic locations to reach the core TG and create maximum impact.

    Building on the brief, Posterscope India crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for impact were billboards, bus shelters, mall media, gantries, unipoles, bus wraps, utilities, pillars, mobile vans etc.In an attempt to create impact multiple creatives are being used across cities. Every creative invariably has been highlighting the brand though # Live the Frooti life. The campaign has been executed in 160 plus cities that include the top 8 metros, the tier 1 and tier 2 cities.

    Parle Agro JMD and CMO Nadia Chauhan. said, “OOH has played an important role in delivering the communication objectives of the Live #TheFrootiLife campaign. The medium enabled us to leverage the strongest part of our creative assets; the brand’s visual identity. Posterscope has aligned with our brand strategy ensuring our campaigns achieve maximum impact.”

    Posterscope APAC regional director Haresh Nayak said “The Frooti story is built on an enormous legacy. And therefore, the crafting of any campaign for this product has to match up to that legacy that Frooti brings along.

    We have been servicing this client since 2013 and every campaign that we have built for them, has led us to rethink each and every tested strategy and create something novel, new and authentic.”

  • Posterscope goes digital for New Fresh Bottom Freezer’s OOH campaign

    Posterscope goes digital for New Fresh Bottom Freezer’s OOH campaign

    MUMBAI: Dentsu Aegis Network’s out of home (OOH) agency Posterscope India has rolled out a technologically-advanced innovation to promote Hitachi’s latest variant New Fresh Bottom Freezer in the out-of-home space.

    The agency has crafted a campaign delivering mix of unipole, billboard, back-lit premium bus shelters, LED screen and duct panel. The campaign has been implemented across top eight cities.

    Based on the brand communication, ‘Inspire the Next’, the agency has come up with an innovative billboard integrating digital with OOH. The campaign has been designed to communicate the key brand feature of the 3-door refrigerator and to build recall at points-of-purchase to accelerate consumer-purchase decisions. The core objective of the campaign is to build awareness and thereby, increase sales. The one-month-long campaign is aimed at reaching out to the affluent population – confident urban dwellers with a modern, progressive and open-minded outlook.

    The refrigerator with side by side door has innovative features like smart open vege compartment, selectable mode compartment, LED Light, tempered glass shelves, double-deck drawer, movable twist ice tray, inverter control, dual fan cooling. The refrigerators have large door pockets which are suitably wide and enable the storage of big size bottles.

    Technology used behind this latest innovation is based on addressable pixel programming with every pixel coded and mapped on the hoarding.

    Posterscope has zeroed down on a specific location on Ring road in Delhi based on understanding of the target consumer, which was derived from their primary research (OCS), patented analytical tools (PRISM) and accumulated understanding.

  • Posterscope goes digital for New Fresh Bottom Freezer’s OOH campaign

    Posterscope goes digital for New Fresh Bottom Freezer’s OOH campaign

    MUMBAI: Dentsu Aegis Network’s out of home (OOH) agency Posterscope India has rolled out a technologically-advanced innovation to promote Hitachi’s latest variant New Fresh Bottom Freezer in the out-of-home space.

    The agency has crafted a campaign delivering mix of unipole, billboard, back-lit premium bus shelters, LED screen and duct panel. The campaign has been implemented across top eight cities.

    Based on the brand communication, ‘Inspire the Next’, the agency has come up with an innovative billboard integrating digital with OOH. The campaign has been designed to communicate the key brand feature of the 3-door refrigerator and to build recall at points-of-purchase to accelerate consumer-purchase decisions. The core objective of the campaign is to build awareness and thereby, increase sales. The one-month-long campaign is aimed at reaching out to the affluent population – confident urban dwellers with a modern, progressive and open-minded outlook.

    The refrigerator with side by side door has innovative features like smart open vege compartment, selectable mode compartment, LED Light, tempered glass shelves, double-deck drawer, movable twist ice tray, inverter control, dual fan cooling. The refrigerators have large door pockets which are suitably wide and enable the storage of big size bottles.

    Technology used behind this latest innovation is based on addressable pixel programming with every pixel coded and mapped on the hoarding.

    Posterscope has zeroed down on a specific location on Ring road in Delhi based on understanding of the target consumer, which was derived from their primary research (OCS), patented analytical tools (PRISM) and accumulated understanding.

  • Dentsu Aegis Network bags 22 metals at ACEF

    Dentsu Aegis Network bags 22 metals at ACEF

    MUMBAI: Dentsu Aegis Network has bagged 22 metals at the Asian Customer Engagement Forum (ACEF) Awards that was held on 29 April. 

    Posterscope India has bagged 17 awards while Carat India garnered three medals each in gold, silver and bronze for Microsoft and Philips India.  Posterscope India has also bagged 6 awards in gold, silver and bronze and was also named as the most admired OOH media agency for customer engagement.

    Commenting on the wins, Posterscope Asia Pacific regional director and Posterscope Group India MD Haresh Nayak said, “I am extremely humbled to see Posterscope India win such recognition at a pan-Asia level. Such wins give us immense motivation to work hard for our clients and help us garner appreciation for our work across the industry. I hope we continue to work at this pace and produce fantastic work for our clients even in the future.”

    The network’s experiential marketing division Fountainhead MKTG has won two gold medals while the agency’s work for Mahindra Imperio Royale has won the most effective BTL campaign of the year award. Apart from these, the Mahindra Mitra Mahotsav- Mechanic Premier League was awarded as the most innovative loyalty program of the year award.

    Here is the list of wins from Posterscope India: