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EE and Posterscope trial using mobile data to boost outdoor ad planning

Mobile network EE and Posterscope have signed a deal that will see EE provide the out-of-home (OOH) communications agency with network usage data that will inform the planning and performance of outdoor advertising campaigns.

The partnership will enable Posterscope to gain insight into consumers movements and location-based digital behaviours on the move, understanding how, when and where mobile devices are used in relation to, and in the proximity of, OOH media sites nationwide.

Using the insights agency planners will then be able to determine the effect of OOH media at specific locations and capture data on journey patterns, areas of residence and locations frequently visited by particular audiences. Making it possible to pinpoint hotspots of sports or film usage, and design campaign plans accordingly.

Chris Gobby, head of mData at EE, commented: “mData has the ability to provide unique insights in application to the planning of OOH advertising – ultimately enhancing customer and client experience. We are delighted to be working with Posterscope on this exciting application of our network analytics and our unique ability to define hot spots of mobile usage.”

James Davies, chief strategy officer at Posterscope, said it was “incredibly excited to be working with EE.” Adding: “This data will allow us to offer high levels of granularity and accuracy in planning and targeting client campaigns. It will also provide us with an unrivalled understanding and insight of the behaviour of audience groups in the out-of-home environment, and their journey to digital platforms.”

The new data will be incorporated into Posterscope’s ‘Planner’ app, an operating system that combines and interprets mass volumes of audience data to optimise the effectiveness and efficiency of campaigns.