Out-of-home communications agency Posterscope have partnered with mobile network operator EE, enhancing Posterscope's 'Planner' tool which is designed to interpret mass data in order to optimise outdoor campaign planning. By working with EE, Posterscope will be granted access to complex, location-based mobile data, allowing them to observe how users engage with outdoor advertising, including demographic, proximity to adverts and apps loaded onto a person's device. Head of mData at EE, Chris Gobby, said: "mData has the ability to provide unique insights in application to the planning of OOH advertising – ultimately enhancing customer and client experience."
This enriched insight will grant advertisers the ability to tailor their campaigns to fit the mould of user activity - such as tapping into patterns followed by particular audiences and maximising on exposure across key hotspots relevant to their brand.
Posterscope chief strategy officer, James Davies, said: "This data will allow us to offer high levels of granularity and accuracy in planning and targeting client campaigns. It will also provide us with an unrivalled understanding and insight of the behaviour of audience groups in the out-of-home environment, and their journey to digital platforms."