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Posterscope and DataSpark to launch near real-time mobile analytics in OOH advertising

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Dentsu Aegis Network’s Posterscope is partnering DataSpark, a subsidiary of Singtel to launch near real-time mobile analytics for strategic planning of out of home (OOH) advertising in Singapore.

Posterscope will leverage DataSpark’s mobility intelligence in planning campaigns in specific locations. Plugged in with other existing data sources, insights gleaned from this partnership will not only show footfall traffic patterns, but trajectories of audience segments via geospatial capabilities.

These insights would serve to increase accuracy in building consumer profiles and more effective OOH campaigns.

“Our new multi-data source approach will help clients gain more insight into consumer behaviour. Partnering with DataSpark not only gives us a competitive edge, but also elevates the quality of services that we provide in the OOH advertising space,” said Arthur Chang, head of Posterscope.

“This is a first-of-its-kind collaboration between DataSpark and an OOH communications agency, and we look forward to demonstrating the importance and usefulness of near real-time data analyses for the effective execution of campaigns,” said Lim Wee Tee, director, sales (business development), DataSpark.

Optimising campaigns with better targeting of consumers is not new, as OOH campaigns start to utilise cameras to better target their audience.

Via The Drum