The growth of consumer interaction with outdoor media via a mobile device has led Posterscope, the out-of-home communications agency, to launch a suite of new services designed to “optimise the efficiency, content and effectiveness” of mobile outdoor ad campaigns.
As the agency seeks to enhance its mobile proposition, it has also teamed up with contactless mobile commerce specialists, Proxama, to improve its capabilities in NFC (near field communications) and QR-driven campaigns.
Posterscope’s approach will enable “real-time optimisation of mobile content” and associated creative on digital OOH screens, as well as the option of conversion tracking. Project management services and specialist NFC application development will also be offered, as well as content production services.
The partnership will use Proxama’s TapPoint platform to deliver real-time, web-based reporting, providing aggregated interaction data across all NFC or QR code-enabled OOH media inventory, including clients’ owned media assets, such as in-store NFC promotions.
Posterscope says that the automated data collection and management system will “improve the speed, accuracy and consistency” of reporting and the combined data will be used to identify optimum locations for mobile interaction campaigns.
“Clients nowadays quite rightly expect OOH agencies to offer more real-time approaches, make better use of data and provide expertise across all aspects of the OOH ecosystem,” said James Davies, chief strategy officer at Posterscope.
“By increasing our commitment to the building of integrated mobile and OOH experiences, Posterscope, in combination with the capabilities of our media and creative agency partners, will continue to create market-leading innovations that bring genuine value to both brands and consumers.”
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