Outdoor specialist Posterscope is targeting the mobile ad market by partnering with location-based firm xAd, in a move designed to deliver ads direct to consumers’ handsets when they are near poster sites.
xAd’s platform enables brands to precisely pinpoint target audiences at pivotal moments during their day, and Posterscope claims that by combining outdoor with mobile it will not only enhance branding at optimal times and locations – but engage them through relevant ad messages that can now be delivered consumers’ handsets.
Later this year, the company intends to launch its ‘real world retargeting initiative’ in the US, giving Posterscope the ability to identify users who have recently visited OOH sites and re-target them throughout the day. It is not known when this will be available in the UK, however.
This deal follows the agreements with EE forged last year, to boost audience insight and campaign planning using anonymised mobile phone data provided by the UK’s largest mobile network.
The move coincides with the appointment of Posterscope’s first new head of innovation, Ben Milne, who moves back to the UK after heading up Posterscope China as managing director for 5 years.
Milne, who also takes a seat on the board, will be closely working on digital content, social and mobile integration, interactivity and the use of new data sources to propel Posterscope’s offering – which activity from xAd will fall into.
Posterscope chief strategy officer James Davies said: “There is no one else out there with Ben’s level of OOH innovation experience and reputation and we are thrilled to welcome him back to the UK. His knowledge and expertise on the rapidly transforming digital media landscape is extensive plus he is a brilliant creative thinker and will be a huge asset to Posterscope UK and our clients.”
Posterscope signs EE data deal