Out-of-home (OOH) communications agency Posterscope, which is part of Dentsu Aegis Network, has made a strategic partnership with DataSpark, a subsidiary within Singtel Group. This is to launch an initiative using near real-time mobile analytics in the strategic planning for OOH advertising in Singapore.
The partnership will enable Posterscope to leverage on DataSpark’s mobility intelligence of commuters in planning for marketing campaigns in specific locations. Key insights from the collaboration will aim to help increase the accuracy of building better consumer profiles and smart OOH campaigns.
This will be done from the complementing of data from existing sources and the tracking of footfall traffic via DataSpark’s geospatial capabilities to show the trajectories of different audience segments, including tourists.
“Our new multi-data source approach will help clients gain more insight into consumer behaviour. Partnering with DataSpark not only gives us a competitive edge, but also elevates the quality of services that we provide in the OOH advertising space,” Arthur Chang, head of Posterscope, said.
“With an oversubscribed mobile population in Singapore, DataSpark has developed proprietary tools and data science methodologies in understanding how mobility affects the surrounding environments,” Lim Wee Tee, director, sales (business development), DataSpark added.