Posterscope launches out-of-home offering Ambient OOH

MUMBAI: Recognising the paradigm shift in the way the Out of Home media has changed, Posterscope India Group has launched its out-of-home offering, Ambient OOH.

Building on the premise of the proverb, "Tell me and I might forget, show me and I might remember, but engage me and I shall understand", Ambient OOH promises to offer brands a unique OOH offering, be it your target market in coffee shop, roads, offices or simply looking at the sky - you can reach them all using one or more ambient media options, the company said.

Posterscope India Group MD Haresh Nayak said, "Interestingly, advertising in India today has gone through many changes in techniques and style of promotion. Gone are the days of passive communication, it‘s all about how your brand engages and interacts with its target audience. Secondly, the changing lifestyle of consumers calls the attention of advertisers to re-study the mediums of brand communication and through Posterscope OCS (Outdoor Consumer Survey) we have seen that Ambient OOH is growing much faster than traditional OOH".

Ambient OOH, through its proprietary tool Ambient Score maps over 20 channels of ambient environment (Malls, Multiplexes, Coffee shops, Beauty parlors etc). It further gives consumer demographics, reach and frequency numbers covering more than 25000 touch points reaching out to footfalls of more than 3 million consumers.

Ambient OOH business head Fabian Cowan said, "As the Indian consumers evolve, and there is a far greater need to engage them across platforms and experiences. Integration and innovation across traditional and new media opportunities is the key and at Ambient OOH we are well equipped to deliver not just innovations that are out of the box but also engagement and experiences that are well within the box, that have hitherto been ignored."

The company has a team of 20 members and offices across Mumbai, Delhi, Bangalore, Chennai, Ahmedabad and Kolkata.

Ambient OOH has already partnered with clients like Nissan, Tourism Australia, L&T, Bose, Samsung, MTV, ETV, Visa, Adidas, BMW, Standard Chartered, Movies Now, Ferrari, Benetton, NDTV Good Times, Skoda Auto and Reebok.

Ambient OOH is part of Aegis Media‘s Posterscope Group in India. The Aegis Media India group comprises Posterscope the global OOH sector leader, Brandscope, Hyperspace (Retail), PSI (Airports), Carat, an independent media communications specialist, Vizeum, Carat Fresh Integrated (Experiential), Doosra (Creative), Isobar, the global communications agency with digital at its heart and IProspectCommunicate 2, a search and performance marketing company.

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