Posterscope opens in the Philippines

The Dentsu Aegis Network has officially launched its out-of-home (OOH) communications agency Posterscope in the Philippines this Tuesday to provide consumer centric planning and ROI analytics on OOH properties across the country.

To be headquarted in Makati, the agency is headed by Vinay Goel (pictured) as general manager, an appointment first reported by Marketing back in October.

Posterscope Philippines has already hit the ground running since 2012 with Prism, a suite of tools and Out-of-home consumer survey (OCS) system which currently has a panel size of 3,000 Filipinos.

Goel said that Prism is a springboard for Posterscope and the growth of the local OOH industry which demands more hard-hitting research for better targeted campaigns and means to prove its importance in the board room.

“We all know OOH media in the Philippines is second post TV and is a key media, but we at Posterscope believe it is beyond static formats. As well it is more than just a reminder media, it rather now can interact, create brand engagement and share information in environments where consumer is active on day to day basis.”

“Our key objective is to bring accountability backed with sufficient research into consumer behaviour towards OOH by providing proposals with facts and figures which will be a very big leap from the traditional cost and foot traffic metrics,” he adds.

Goel was previously the senior business director for both North and East India for Posterscope India and was notably one of its pioneers when the office opened in 2008.

Miguel Ramos, chairman of Aegis Media Philippines said that Posterscope will deliver a positive business advantage in an increasingly fragmented media landscape.

“With the increase in time spent by Filipino audiences out of their homes and travelling on the road, we believe that OOH has a tremendous opportunity to be a true convergent platform that can bring brands closer to their current and potential customers. Posterscope has the key to unlocking the potential of OOH.”

Fresh from its billion-dollar merger, Dentsu Aegis Network manages Dentsu’s business outside Japan and Aegis Media’s business worldwide. Both entities will continue to operate separately but will be led by the Dentsu Aegis Network management team and board of directors. Aegis has five brands in the country– Carat, Vizeum, Isobar, iProspect and Posterscope.

The launch was on the heels of Dentsu Media, which opened shop this Tuesday.