Posterscope’s ‘rateOOHmeter’ to evaluate buying efficiency on out-of-home

16 Oct,2017

By A Correspondent

 

Posterscope India, the out-of-home division from Dentsu Aegis Network, has launched its OOH rate benchmarking tool called – rateOOHmeter. The ‘rateOOHmeter’ platform is based on field data of OOH campaign universe with information on 400+ brands, 1600 cities, 3000+ campaigns and 85000+ OOH inventory across formats pan-India. Commenting on the launch, Haresh Nayak, Managing Director Posterscope India, said: “The only gap in India’s OOH scenario is the lack of neutral, credible and standardised data. From audience measurement to media rate regulations, this data gap has been subtly stifling industry’s growth. And we have only seen this gap widening, even as the demand for data driven solutions are on the rise. OOH’s very lopsided buying and selling process is largely governed by the whim and fancy of the media asset owner that gives rise to disproportionate rate verdicts. This too varies from campaign to campaign and media buyers likewise. The onus of delivery, therefore, falls into the agency’s court to deliver a lean and effective campaign. Now, with the help of rateOOHmeter we can have a controlled environment in which the media rates will be regulated with historical buys in OOH campaigns aligned with the media asset owners for the respective regions.  Clients will now be able to map their productivity through the agency’s buying process and the agency will be able to deliver beyond the brief.”

 

Subhashish Trivedi

Added Subhashish Trivedi, Vice President – Media Buying, Posterscope India added, “With the help of rateOOHmeter, the buying efficiency will immensely improve, the results of which will shine in leaner and productive campaigns. In the future we will be able to reach to the level where we can reduce inconsistent buying by over 95%.”

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