Outdoor media agency Posterscope has bolstered its digital capabilities with the acquistion of data-driven out of home specialist Liveposter, in a move which it claims will enable digital campaigns to run seamlessly across multiple networks and media owners.
The acquisition aims to tap into a predicted increase in digital posters, with billings forecasted to grow to 54% of the total outdoor market by 2019.
The Liveposter platform uses a wide variety of data feeds to optimise the communication across the day, week or campaign period and provides full control over the content without the need to access the individual media owner systems.
Posterscope claims the deal reinforces its commitment to be at the forefront of digital opportunities in outdoor advertising, including the innovative use of data, automation, realtime planning and trading platforms, content creation and global distribution.
Posterscope UK chief executive Stephen Whyte, who joined the company last year and is a former chief executive at Acxiom, said: “The ability to deliver dynamic content in real time, driven by highly relevant data and optimised to audience type and audience mindset represents an enormous leap in the power of the out-of-home medium. I am certain that it will attract new advertisers to the medium, particularly those that need highly flexible and agile brand communication.”
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