Posterscope, world’s leading out-of-home (OOH) communications agency – and part of Dentsu Aegis Network, is pleased to announce a strategic partnership with DataSpark, a subsidiary within Singtel Group, to launch an industry-first initiative using near real-time mobile analytics in the strategic planning for OOH advertising in Singapore.
The partnership will enable Posterscope to leverage on DataSpark’s mobility intelligence of commuters in planning for marketing campaigns in specific locations. Complementing data from existing sources, key insights from this collaboration shed light on the ebb and flow of footfall traffic via DataSpark’s geospatial capabilities which are also able to show the trajectories of different audience segments, including tourists. Such ground truths will increase the accuracy of building consumer profiles and smarter OOH campaigns.
“Our new multi-data source approach will help clients gain more insight into consumer behaviour. Partnering with DataSpark not only gives us a competitive edge, but also elevates the quality of services that we provide in the OOH advertising space,” said Arthur Chang, Head of Posterscope.
Lim Wee Tee, Director, Sales (Business Development), DataSpark added, “With an oversubscribed mobile population in Singapore, DataSpark has developed proprietary tools and data science methodologies in understanding how mobility affects the surrounding environments. This is a first-of-its-kind collaboration between DataSpark and an OOH communications agency, and we look forward to demonstrating the importance and usefulness of near real-time data analyses for the effective execution of campaigns.”