Bureau, New Delhi
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.