Aegis Media Launches Posterscope in the UAE
Posterscope, the globally leading out-of-home (OOH) communications group has entered the Middle East market and will be introducing out-of-home planning, buying and research throughout the region.
September 12, 2013 10:50 by adilelaouad
The announcement was made at a launch hosted by Posterscope’s new regional headquarters in Dubai, which is aiming to revolutionise the approach to OOH using technology that will provide real-time data and ROI analytics on its properties.
It will be coupled with an on-going study of 14,000 consumers and their attitudes towards OOH across UAE, KSA, Egypt, Lebanon and Morocco, which will facilitate precision planning and effective buying for clients targeting customers in the respective markets.
The new office, which joins a global network present in 20 countries, will be led by Abdallah Saab. Saab had previously been working with the Aegis Denstu owned, Carat, for the past seven years.
Commenting on the research and its impact, Saab, said, “We realised the OOH market in the Middle East is developing fast but without accountability and sufficient research into consumer behaviour. Hence Posterscope has already conducted its first Out-of-Home Consumer Study with 14,000 respondents across five markets, which measures where OOH connects with advertisers’ target audiences and has helped identify integrated opportunities for OOH with search, social, mobile, content and transactional properties. Driven by consumer insight, innovation and market intelligence, Posterscope will now offer our clients a clear map to navigate the increasingly fragmented media landscape with the aim of delivering a positive business advantage.”
Speaking at the launch in Dubai, Annie Rickard, global CEO of Posterscope talked about Posterscope’s Digital Out-of-Home, “DOOH offers a richer experience for consumers and a greater opportunity for advertisers to engage with them. With mobile devices in hand, brands can interact with their consumers through different ways, from texting, social networking, mobile applications, to augmented reality. Posterscope understands the connection between Out-of-Home, mobile and digital and pioneers trials to understand how consumers will use emerging technologies to help brands and agenciesavoid wastage and optimize campaigns.”
Speaking about the launch, Rickard added; “The launch will draw upon Posterscope’s global presence and experience in the effective use of data to plan and buy OOH media alongside access to the latest innovations and technologies, to deliver accountable and bespoke solutions for MENA clients. Similarly, international clients looking to enter this region will also benefit from Posterscope’s reach, experience and expertise across all parts of the region.”
Posterscope will open with a dedicated department for Airport OOH advertising called PSI. PSI deals with 130 terminals in the world and works closely and in partnership agreements with most of the airport OOH media owners.
It will also introduce several monitoring tools on OOH locations and work closely with media suppliers and monitoring companies to optimize measurement of OOH advertising in the Middle East and North Africa.
Posterscope MENA is a full service out of home communications specialist and is part of Posterscope Worldwide, the leading OOH agency. They know more about how consumers behave when they are out of home than anyone else. Posterscope have been involved in pioneering trials to understand how consumers will use emerging technologies in their mobile devices, and understand the connection between out-of-home, mobiles and the online world. Posterscope has 48 offices around the world and buys over $2.1bn worth of Out of Home advertising space per year. www.posterscope.com
About Aegis Media
Aegis Media is a leading, global media and digital communications specialist whose vision is to Reinvent the Way Brands are Built. Through its global network brands of Carat, Vizeum, Isobar, iProspect, Posterscope, Aegis Media helps clients reach their consumers and achieve their goals through communications services that include digital creative execution, media planning and buying, brand tracking, social media activation and marketing analytics. Aegis Media is owned by Dentsu Inc. and its operations worldwide are overseen by Dentsu Aegis Network Ltd., a governance body headquartered in London. www.aegismedia.com.
For more information contact James Holmes at [email protected] or call +971 50 114 2216