Posterscope launches measurement tool for ambient media

Ambit Analyser will help advertisers craft a rationalised multi-touchpoint plan across more than 24 dwell time locations that house captive audiences

BestMediaInfo Bureau | Delhi | September 9, 2015

In a bid to attract well-thought-through investments into the growing out-of-home category of ambient media, Ambient OOH has designed and launched a new research tool for advertisers. Ambient OOH, the ambient media agency under Dentsu Aegis Network's Posterscope umbrella, has invested a substantial amount toward the crafting and development of this new research matrix, christened Ambit Analyser.

Ambit Analyser will help advertisers craft a rationalised multi-touchpoint plan across more than 24 dwell time locations that house captive audiences. Also, given Ambit Analyser's system design, the plans can be fashioned within much lesser time and with more accuracy.

Ambient media is all about capturing captive audiences who spend considerable amount of their leisure time at various active locations such as gyms, coffee shops, multiplexes, clubs, salons and shopping malls. Therefore, in a bid to develop the new tool, Ambient OOH took the help of Dentsu Aegis Network's proprietary research study– the Outdoor Consumer Survey (OCS) that aided in analysing the target audience touch-points.

As part of the development process of Ambit Analyser, Ambient OOH graded each property across the various touchpoints on multiple factors, including footfalls, trade density, ticket pricing and thus, arrived at a visibility index. The tool has been linked to the Outdoor Consumer Survey, which has a sample size of 12,000+ respondents. It has also incorporated the data for 24 touchpoints across metros, mini-metros and tier 2 cities.

Ashish Bhasin

Ashish Bhasin, ?Chairman & CEO, South Asia, Dentsu Aegis Network, Chairman, Posterscope and psLive - Asia Pacific, remarked, “Posterscope's Ambient OOH has done pioneering work in developing Ambient Analyser. Ambient media is becoming extremely important and has very little research and tools available. So, in keeping with Dentsu Aegis Network's leadership status in OOH, we felt that the time was right to make this large investment in a proprietary tool, the only one of its kind in India.”

Haresh Nayak

Haresh Nayak, ?Regional Director, Posterscope Asia Pacific & Managing Director, Posterscope Group India, added here, “Ambient OOH is the future, and with the growth of digital and technology in this space, it will lead to accountable and engaging communication with the consumer in a relaxed frame of mind. Ambit Analyser is one such initiative to give our clients a first of its kind, accountable and impactful campaign, leading to physical and digital engagement.”

Deepak Kumar

“Currently, ambient media in India is extremely fragmented and diverse in nature. And with no comparative data to fall back on, each media owner claims to be the best. Simultaneously, advertisers are constantly pressing on media effectiveness and efficient ROI. Hence, there was a need for transparency and accountability for advertisers to have trust on the ambient media touchpoints,” said Deepak Kumar, Vice-President, Ambient OOH.

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