Posterscope launches specialised unit Ambient OOH

Its proprietary tool Ambient Score maps over 20 channels of ambient environment – malls, multiplexes, coffee shops, beauty parlours, gyms, spas, clubs, hospitals, corporate parks, restaurants, fast food joints, etc.

BestMediaInfo Bureau | Delhi | April 16, 2013

The out of home media space is undergoing a dramatic change in India. A poster is no longer just a poster, a hoarding is so much more than just a hoarding and a digital screen at your favourite eatery can be so much more than just a screen. Recognising this paradigm shift in the way the OOH media has changed, Posterscope India Group has launched the next step in the evolution of its offerings – Ambient OOH. This will be India's first dedicated ambient OOH practice based on scientific knowledge and best practices.

Building on the premise of the adage “Tell me and I might forget, show me and I might remember, but engage me and I shall understand”, Ambient OOH promises to offer brands a very unique OOH offering, be it your target market in coffee shop, roads, offices or simply looking at the sky - you can reach them all using one or more ambient media options.

Haresh Nayak

Haresh Nayak, MD, Posterscope India Group, said, “Interestingly, advertising in India today has gone through many changes in techniques and style of promotion. Gone are the days of passive communication; it's all about how your brand engages and interacts with its target audience. Secondly, the changing lifestyle of consumers has forced advertisers to re-study the mediums of brand communication, and through Posterscope OCS (Outdoor Consumer Survey) we have seen that Ambient OOH is growing much faster than traditional OOH.”

The rapid growth and improvement in infrastructure projects is driving growth in the ambient space. Brands today are looking beyond billboards. New improved commercial spaces including malls, multiplexes and office buildings are facilitating audiences to spend significant parts of their day out of home. Advertisers are investing more at malls and multiplexes. Further, there have been various new formats that have evolved – smaller format ambient media, transit media, etc. – which are increasingly being used to customise and localise a brand's communication needs.

Ambient OOH, through its proprietary tool Ambient Score, maps over 20 channels of ambient environment (malls, multiplexes, coffee shops, beauty parlours, gyms, spas, clubs, hospitals, medical stores, corporate parks, fuel stations, restaurants, fast food joints, ice cream parlours, etc.). It further gives consumer demographics, reach and frequency numbers covering more than 25,000 touch points reaching out to footfalls of more than 3 million consumers. Ambient OOH is by far the most complete and knowledge based ambient agency in India, with international learnings.

Fabian Cowan

Fabian Cowan, Business Head, Ambient OOH, said, “As the Indian consumers evolve, there is a far greater need to engage them across platforms and experiences. Integration and innovation across traditional and new media opportunities are the key and at Ambient OOH we are well equipped to deliver not just innovations that are out of the box but also engagement and experiences that are well within the box, that have hitherto been ignored.”

With a team of 20 dedicated members and with offices across Mumbai, Delhi, Bangalore, Chennai, Ahmedabad and Kolkata, Ambient OOH offers clients reach and depth of experience to ensure that your brand gets to your audience.

Ambient OOH has already partnered with clients like Nissan, Tourism Australia, L&T, Bose, Samsung, MTV, ETV, Visa, Adidas, BMW, Standard Chartered, Movies Now, Ferrari, Benetton, NDTV Good Times, Skoda Auto, Reebok and more.

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