Percept and Aegis bring OOH agency Posterscope to India

MUMBAI: Out-of-Home (OOH) advertising has arrived in India. While a handful of ad agencies already have their OOH divisions in place, like O&M's Ogilvy Activation, Mudra's Primesite, Lintas' Aaren Initiative and Madison Communications' MOMS, a new player has stepped in this space. The Percept Group today announced the launch of Posterscope India through a joint venture with UK's Aegis Group Plc, which is the world's leading OOH planning and buying company Posterscope Worldwide.

Posterscope India will be headed by Jignesh Sharma in the capacity of CEO. Posterscope is part of GBP 7.1 billion Aegis Group Plc - one of the world's leading marketing services company.



This comes in the wake of the Percept Group's plans to consolidate its position in the fast growing Rs 13 billion OOH market. Percept's OOH clientele include Airtel, FedEx, SaharaOne, Phillips, Pantaloon, Kingsbury among others. Percept was also one of the first agencies to offer 360-degree OOH communications including urban, rural and retail media.



Posterscope India currently has offices in 16 locations comprising 120 people and has plans of strengthening their manpower to 375 across 20 full service locations this year.

The company also has plans of launching its proprietary tools and practices to meet the advertisers needs. 'Orbit' - proprietary tool 'for 360 degree service delivery, 'Prism' - industry leading tools for improving effectiveness and efficiency of OOH campaigns, 'Horizons' - dedicated research for better accountability and 'Hyperspace' - to explore and create new OOH channels and to create new media options. Percept will also be setting up the first ever state-of-the-art creative studio by an OOH player in India.



Announcing the launch of Posterscope India, Percept Group vice chairman Harindra Singh said, "Posterscope is a global leader in OOH communications with its creative approach to OOH backed by technological innovations and proprietary research tools. Coupled with our market insights, nationwide penetration and a strong track record in this market, we see Posterscope India as the beginning of a great partnership that will offer unparalleled value to clients and a logical extension of our existing relationship with Aegis in Carat."

Posterscope (Asia Pacific) CEO Koh Tai Hong, on the other hand said, "India presents a vast and common, yet diverse, market that offers a dream of opportunity for OOH business. While it has leapfrogged in various aspects of technology adoption across categories, OOH business is still at an evolving stage and the global expertise of Posterscope in providing state-of-the-art and innovative solutions will surely provide a communication experience never before seen in the Indian market."

The business model of Posterscope India will be based on the four pillars of Posterscope globally - Orbit, Prism, Horizons and Hyperspace. The global business practices of Posterscope will be adapted for the specific needs in India to cover:

Urban: conventional media like billboards, bus shelters, mobile media; new media like advertising in malls, multiplexes, inflatabies,

Rural: Billboards, bus and wall painting and comprehensive rural communications Melas, Haats, HTH / DTD, floats, van operations,

Retail: POP, merchandising, complete shop / space makeover, signages at vantage points.

Posterscope UK/Worldwide strategic development director Terry Alexander said, "We had a market share of 18 per cent in 1991 and since then it has grown to 40+ per cent. We achieved billings of 365 million pound sterling by the end of 2004 and we understand the full complexity of the total media buying, planning and implementation as far as out-of-home is concerned." Posterscope Worldwide works with agencies like Mediacom, ZenithOptimedia, Carat, MPG, OMD, Total Media and Walker Media to name a few.

Alexander also said that the Asia Pacific region was one, which had the highest amount of spends on outdoor - 11 per cent as compared to Western Europe (9 per cent), Latin America (7 per cent), Eastern Europe (6 per cent) and North America (4 per cent).

Sharma, on the other hand said, "Over the last year and a half we have built a knowledge and network capability covering the key commercial areas across India. With over 15 cities already covered we are uniquely positioned to offer OOH solutions that will enable clients achieve micro marketing goals like never before - uniquely, effectively and efficiently."

The Indian OOH market is currently growing at 15-18 per cent (compared to 9-10 per cent growth in overall media market). The OOH spend as a part of the overall media spend of major buyers has grown to 40 per cent compared to 10 per cent five years back.

One of the key reasons spurring the growth of OOH media is the growth of innovative/new media. Innovative/new media share is now 20 per cent of OOH and is growing at 100 per cent annually. Another significant development is the shift in the market towards organised sector whereby currently 55 per cent market now ties with the organised sector compared to 20 per cent five years back. In the next five years it is expected that 95 per cent will shift to the organised sector.

The major customer segments that have spurred the growth are telecom (25-30 per cent share), films (20 per cent share), finance - banking, insurance, mutual funds, etc (7-8 per cent share), television channels (8-10 per cent share) and consumer durables, consumer electronics and white goods (8 per cent share).

Another significant development is the increased shift to non-metros. Currently almost 90 per cent of spending goes to metros. In the next five years, non-metro share of outdoor spending is expected to go up to 40 per cent.

Latest Reads
India is 18-24 months away from an inflection point: Ashish Bhasin

Today’s advertisers aren’t short of options to choose from through which they can get a message across. But the difficult task at hand is to identify the one that allows optimisation of reach and viewership.

MAM Marketing MAM
Horlicks urges women to #StandStrong

MUMBAI: Women’s Horlicks has introduced its latest campaign featuring the new face of the brand, Taapsee Pannu. The initiative seeks to bring to the fore the issue of bone health among women in India and envisions to make them #StandStrong in following their passions.

MAM Marketing MAM
Savlon shows reality of mother's love

Savlon, a health and hygiene brand from the house of ITC has launched a campaign ‘Bharosa Maa Sa’. It is a heartfelt tribute to the healing touch of mothers highlighting a simple moment of truth that every individual relates to.

MAM Marketing MAM
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories