Real-Time Dynamic Content Increases Out-of-Home Campaign Awareness and Engagement
UNITED KINGDOM — Posterscope, a leading out-of-home (OOH) communications agency has acquired Liveposter, an out-of-home platform developer that utilizes live data sources to deliver dynamic content to digital out-of-home screens worldwide.
According to Posterscope, research has shown that more relevant, flexible and adaptive content yields significant increases in awareness, engagement and purchase intent. Liveposter’s platform enables advertisers to seamlessly run digital out-of-home campaigns across multiple networks and media owners. The platform uses a wide variety of data feeds to optimize the communication across the day, week or campaign period and provides full control over the content without the need to access the individual media owner systems.
“The ability to deliver dynamic content in real time, driven by highly relevant data and optimized to audience type and audience mindset represents an enormous leap in the power of the out-of-home medium,” said Stephen Whyte, UK chief executive of Posterscope. “I’m certain that it will attract new advertisers to the medium, particularly those that need highly flexible and agile brand communication.”
Digital out-of-home’s share of revenue is forecasted to grow to 54% of the total OOH market in the UK by 2019. The acquisition reflects Posterscope’s commitment to be at the forefront of the digital opportunities in out-of-home advertising, including the innovative use of data, automation, real time planning and trading platforms, content creation and global distribution.
“The Liveposter acquisition will be transformational in many markets and will ensure that we will be able to maximize the benefits of digital out-of-home for advertisers,” said Annie Rickard, Global President of Posterscope.
“This is a very exciting opportunity for Liveposter and Posterscope. We have partnered in the UK for some time now and we both see the future growth potential of working even more closely,” said Dan Douglas, Founder of Liveposter. ”We very much look forward to launching the Liveposter platform and delivering award-winning work across Posterscope’s international markets.”
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media