Outdoor specialist Posterscope has signed a partnership with consumer insights firm Huq Industries which the companies claim will give advertisers a new method to define and reach their target audience.
The partnership will see Huq’s geospatial research data integrated within Posterscope’s location platform, ECOS, giving planners demographic data that has previously only been available to advertisers in the programmatic web and mobile online sector.
It is claimed that Huq’s proprietary mobile research panel offers a depth and breadth of offline consumer insight which is an ideal basis on which to plan out-of-home campaigns.
These qualities will be a key feature of the partnership, allowing for a specific output to maximise Posterscope’s capabilities in visualisation, planning and buying.
The secure and anonymised insights provided through the partnership will enable Posterscope to better understand when and how to reach the right audiences for each campaign, for example – where and when to engage luxury clothing shoppers on a given day.
Posterscope head of data and innovation Nick Halas said the partnership is a “substantial step forward” in the way the company provides location insights and analytics to its clients.
Halas added: “We expect this development to fuel rapid adoption of dynamic digital campaigns as it positions DOOH impressions to the most relevant times and places by audience. The opportunity to integrate Huq’s tools and insight into ECOS to provide new business intelligence and optimise DOOH campaigns like never seen before is set to be a major catalyst for growth for Posterscope.”
Huq chief executive Conrad Poulson said: “Huq’s mobile research panel provides a level of consumer insight that is unmatched in the OOH marketplace. This partnership with Posterscope will allow them to unlock the power of real-world market intelligence and our powerful datasets will facilitate ever faster and more effective campaign decisions.”
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