MAM

Posterscope launches ROOH - Digital OOH Ad Exchange

It can create customised targeted advertising

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/12/05/rooh.jpg?itok=W5aK8wci

MUMBAI: Posterscope India, the out-of-home specialist from Dentsu Aegis Network, has announced the launch of ROOH (Real Time Out Of Home), a unique planning-buying platform (including programmatic) for digital OOH inventories.

Based on the extensive use of APIs (application programming interface), Posterscope’s ROOH uses a wide variety of data feeds to create customised and targeted advertising. The tool aims to help Posterscope to further strengthen and bolster its real-time capabilities in India as billings from digital OOH are estimated to grow at a rate of 60 per cent by the end of 2019.

With the launch of ROOH, Posterscope India has collated and brought together more than 60,000 digital screens on a single platform. This tool not only uses analytics around the screen when consumers frequenting the location but also exploits Dentsu Aegis Network’s research, insights and planning tool – CCS (Consumer Connections Study Planner) along with Dan Explore (a tool that examines consumer passion points) to arrive at the right screen mix for the brand to help optimise the plan.

Posterscope Group South Asia group MD Haresh Nayak said, "The ability to deliver dynamic content in real time, driven by highly relevant data and optimised to audience type and audience mindset, represents an enormous leap in the power of the OOH medium. I am certain that it will attract new advertisers to the medium, particularly those that need highly flexible and agile brand communication."

ROOH senior vice president Deepak Kumar said, “Over the last two years, we have worked across 2500 towns, dealing with over 50 key media owners, to develop this tool. This has helped us in understanding and curating ROOH. The flexibility of ROOH will enable some interesting campaigns and will make OOH truly a dynamic medium. The Posterscope Group predicts that the year 2020 will be a defining year for real time out of home.”

During the test phase, Posterscope India activated programmatic triggers, specific to time and location, with multiple creatives on a limited number of screens to observe market reaction. “In turn, the agency observed exponential increase in client queries to understand the medium so that it could help them execute their campaigns more effectively. Currently, BFSI, mobile, e commerce and automobile categories are at the forefront of usage of this tool,” a press statement shares.

Only accessed by its planning team now, Posterscope will soon extend ROOH’s access to its clients and partners. ROOH will provide insights and data to them - right from the brief stage juxtaposed against consumer analytics that will help then detect and decipher the apt triggers for their campaign. Human intervention, then, will be limited and utilised only if necessary.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/17/joy.jpg?itok=6Tae6u3q
#JustHireOne: Joy urges companies to hire at least one acid attack survivor

MUMBAI: #JustHireOne – an initiative to urge companies to hire at least one acid attack survivor was launched by Joy Personal Care, a beauty products brand that has recently come up with a special range of products for acid attack survivors. To promote a job opportunity for acid attack survivors,...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/17/Narendra_Singh_Dahiya.jpg?itok=6IOc2_vU
More Than a Hundred Home-Chefs Now Associated with Homefoodi

New Delhi, January 16, 2020: Homefoodi, a Noida based e-commerce start-up known to provide authentic home-made food made by home chefs to their customers is currently having a successful run. With a significant increase in the number of Home chefs associated with Homefoodi, it has now touched the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/17/Society%20Tea.jpg?itok=LOP0U0Qd
Society Tea's brand campaign celebrates 'The Tea Society Called India'

Mumbai: Known in the country and internationally for its impeccable sense of taste, a celebrated household name, Society Tea’s brand campaign, ‘The Tea Society Called India’ celebrates the unifying and proudly home-grown tea drinking culture across the length and breadth of our country. The premium...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/17/sale_0.jpg?itok=3-Q_JFJ2
realme announces Realpublic Sale on Flipkart

On this Republic day, Realme, which is one of the fastest-growing smartphone brands in India, has announced the “Realpublic Sale” with lucrative offers on the most trendiest and popular smartphone’s and accessories for their customers.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/17/Prateek_N_Kumar.jpg?itok=t8eWjaCU
NeoNiche's vision for 2020 to become the best in People Practices, Customer Excellence and Revenues in India

MUMBAI: NeoNiche Integrated Solutions Pvt. Ltd. (NeoNiche) is an experiential marketing company in Mumbai. Starting off as an event management company in 2011, the company quickly started focusing on developing event planning and experiential marketing solutions for clients and today is one of the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/17/Likee.jpg?itok=-ZzCu3wR
Likee Emerges As One Of The Most Popular App Worldwide

New Delhi: Likee, the pioneering global short video creation platform from Singapore based BIGO Technology has been named among the top 10 most downloaded apps globally. The 2019 report released by Sensor Tower Inc. saw Likee entering the top 10 downloaded apps club for the first time. Likee,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/17/3.jpg?itok=V8V5y8HY
Wunderman Thompson South Asia wins creative mandate for Sugarlite

Following a multi-agency pitch in 2019, Wunderman Thompson South Asia has won the creative mandate for Sugarlite. The agency will be providing strategic and creative services to shape the communication for the brand which will cut across geographies, demographics and mind-sets and deliver...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/17/Dentsu_Aegis_Network.jpg?itok=ecTTKSUZ
iProspect India wins global mandate of VFS Global

MUMBAI: Starting the year on a high note, iProspect India, the digital performance agency from the house of Dentsu Aegis Network (DAN), has been named the global media agency for VFS Global - world’s largest outsourcing and technology services company that serves governments and diplomatic missions...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/16/viacom18.jpg?itok=7BztegbI
Viacom18 launches behaviour change campaign - MTV Nishedh

MUMBAI:  In a bid to break societal norms and address the most taboo subjects for youth, The MTV Staying Alive Foundation in partnership with Viacom18, has now come up with a new campaign in January 2020. The project called “MTV Nishedh”, will majorly focus on fostering behaviours and healthier...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories