Posterscope Goes Into Hyperspace

Posterscope has launched a new ambient division called Hyperspace to focus on non-traditional out-of-home media.

As well as carrying out research into how to plan and buy mainstream ambient campaigns, the division will concentrate on providing bespoke client solutions for new and developing outdoor opportunities.

The division will be headed by Posterscope’s board account director Glen Wilson, who will work with new media director James Davies and new media manager Ben Milne.

Wilson said: “Advertisers often see new outdoor media as an afterthought or add-on to more mainstream activity. However, there is room within the outdoor industry to integrate new solutions more effectively and intelligently into marketing plans. Hyperspace will ensure that our clients have the opportunity to use new outdoor media to its greatest potential.”

The new division will also focus on the emerging digital out-of-home media sector, which Wilson predicts is set to boom this year. The sector suffered a setback last month with the delay of Viacom’s XTP initiative (see XTP Delay Could Cost Outdoor Industry £10m), but according to Wilson, falling technology costs and increasing recognition of the flexibility allowed by instantaneous copy changes will lead to the sector becoming a “huge growth area” in 2002.

Hyperspace has already run out-of-home campaigns for Virgin Mobile, which involved 6-sheet advertising sites being converted into working speakers.

Posterscope: 020 7336 6363 www.posterscope.co.uk

Recent Outdoor stories from NewsLine: JCDecaux Airport Unveils Summer Packages Out-Of-Home Media Association Appoints Chairman Megaposter Secures Apple iMac For Brighton Site

Subscribers can access ten years of media news and analysis in the Archive