BMW gets tech-savvy in its latest OOH marketing push

BMW has partnered up with Posterscope and Carat Media for its latest ad campaign.Posterscope and Carat Media have added on new technology to their OOH planning process to allow the brand to track its target audience’s mobility patterns which can be then be filtered for an accurate, real-time result.According to the agencies, this is the first ever in Malaysi and "the game-changing technology is able to capture travel routes and patterns of the audience, which allows data tracking and analytics capabilities for real time outdoor planning."To put the technology to the test, Posterscope and Carat recently went on ground to use readily available cars, parked at strategic spots and used as makeshift advertising “billboards.” The message printed: come to BMW World Malaysia 2015.“Our approach to OOH planning and buying will be game-changing as we understand consumer mobility and patterns real time. This will allow us to be precise in targeting our consumers to deliver more effective business results to our clients,” Bala Pomaleh, CEO of Carat Malaysia said.