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Out Of Home Media Dentsu Group

Posterscope India rolls out data-led buying efficiency tool to help boost OOH investment

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By Taruka Srivastav, Reporter

October 16, 2017 | 2 min read

Dentsu Aegis Network's out of home (OOH) division Posterscope India has introduced its benchmarking tool called rateOOHmeter to enable the streamlining of media buying processes and help clients chart out their productivity.

Dentsu Aegis Network's out of home division Posterscope India rolls out a buying efficiency tool to help clients increase productivity

Dentsu Aegis Network's out of home division Posterscope India rolls out a buying efficiency tool to help clients increase produc

The rateOOHmeter utilizes field data from the OOH campaign universe with information on around 400 brands, 1600 cities, 3000 campaigns and 85000 OOH inventory across India.

According to Haresh Nayak, managing director Posterscope India, 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.

He said: "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. "

Subhashish Trivedi, vice president, media buying Posterscope India said: “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%.”

Dentsu Aegis Network recently introduced its media investment arm Amplifi to harness data and technology to support its clients in India.

Out Of Home Media Dentsu Group

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