Posterscope, Dentsu Aegis Network’s out-of-home (OOH) communications group, launched in the Philippines this month and will be introducing its suite of media solutions in the market that not only includes out-of-home planning, buying and research but also focusses on digital OOH. Posterscope Philippines will be headquartered in Makati City, and is aiming to transform OOH with technology that will provide consumer-centric planning and ROI (return on investment) analytics on OOH properties across the country.
Posterscope has an existing Prism suite of tools and Out-of-home Consumer Survey (OCS) system of 3,000 consumers and their attitudes towards OOH across Philippines. The agency hopes to give marketers insight into consumer behaviour, out of home, which can be specifically targeted.
The new office, which joins a global network present in over 20 countries, will be led by Vinay Goel as General Manager, Posterscope Philippines. Mr Goel was working with Posterscope in India since 2008 as Senior Business Director.
Commenting on the research and its impact, Mr Goel said, “OOH media in the Philippines is now number two after TV, which we believe works way beyond static formats to really engage the consumer. A brand can interact, create brand engagement and share information in environments where people are active on day-to-day basis. Our key objective is to bring accountability backed with sufficient research into consumer behaviour to really show clients how important OOH is in the Philippines.”
“With the increase in time spent by Filipino audiences out of their homes and travelling around, we believe that OOH has a tremendous opportunity to be a true convergent platform. Posterscope will aim to show clients how to unlock the potential of OOH and bring brands closer to people,” added Miguel Ramos, Chairman Aegis Media Philippines.
“The addition of Philippines to our APAC network is great news as we continue to get in more markets. We are now largest OOH agency in APAC,” said Annie Rickard, Global CEO of Posterscope.