Posterscope Combines OCS and Route Data

In the UK, Posterscope is combining its proprietary Out of Home Consumer Survey (OCS) with data from non-profit OOH measurement body Route, which is used as the industry currency for planning and trading OOH ads.

Route's composite model uses data from a number of sources: surveys - including its GPS travel survey of how people move around in their everyday lives; its Traffic Intensity Model, to determine absolute population numbers and their travel flow; and eye-tracking studies, to gauge likelihood to see various types of displays. Following the latest deal, Dentsu Aegis Network's OOH division Posterscope will combine this Route data with its OCS into an offer called 'OCS Route Fusion'. Integrated into Posterscope's location analytics, planning and trading platform ECOS, the new offer will allow the firm's planners to re-create their clients' precise planning audience, and then plan and optimise OOH campaigns against this at the same time as the much broader traditional buying audience.

According to Posterscope, this new insight will also enable it to proactively analyse coverage and frequency and plan against audiences expressing interest in key moments - such as sporting events, calendar events like Valentine's Day or Easter, or environmental factors such as the weather, time of day and location. Posterscope Insight Director Russell Smither comments: 'By fusing our own OOH Consumer Survey (OCS) with Route we have streamlined the OOH planning process which will significantly increase the reach and effectiveness of campaigns, amongst the audiences that clients most want to reach'.

Web sites: www.posterscope.com and www.route.org.uk .