Posterscope launches research tool for ambient media

The tool called Ambit Analyser, the company claims, will reach out to over 65, 00, 00,000 eyeballs across 2500 towns every month in India.

In a bid to attract more investments into the out-of-home category in the ambient media sphere, Ambient OOH has designed and launched a research tool called Ambit Analyser. The media agency, which is part of Dentsu Aegis Network's Posterscope, has invested a substantial amount towards crafting and developing this research matrix. The company claims that the tool will help advertisers effectively reach out to over 65,00,00,000 eyeballs across 2500 towns every month in India.

Ambient media is all about targetting captive audiences who spend considerable amount of their leisure time at locations such as gyms, coffee shops, multiplexes, clubs, salons and shopping malls. So, in a bid to develop the new tool, Ambient OOH took the help of Dentsu Aegis Network's proprietary research study - the Outdoor Consumer Survey (OCS) - which aided in analysing the target audience touchpoints.

Ambit Analyser aims to help craft a rationalised multi-touchpoint plan across more than 24 dwell-time (time spent in the same area/position) locations that house captive audiences. The company claims that with Ambit Analyser's system design, plans can be fashioned in much lesser time and with more accuracy.

As part of the development process of Ambit Analyser, Ambient OOH has graded each property across various touchpoints on multiple factors, including footfalls, trade density and ticket pricing, thus arriving at a visibility index. A point to note here is that the tool has been linked to OCS, which has a sample size of 12,000+ respondents. It has also incorporated the data for 24 touchpoints across metros, mini metros and tier II cities.

Ashish Bhasin, chairman & CEO South Asia, Dentsu Aegis Network, and chairman Posterscope and psLive - Asia Pacific, says, "Ambient media is becoming extremely important, and has very little research and tools available. So, in keeping with Dentsu Aegis Network's leadership status in OOH, we felt that the time was right to make this large investment in a proprietary tool."

Haresh Nayak, regional director, Posterscope Asia Pacific & managing director, Posterscope Group India, adds, "With the growth of digital and technology in this space, it will lead to accountable and engaging communication with the consumer in a relaxed mind frame. Ambit Analyser is one such initiative to give our clients a first-of-its-kind, accountable and impactful campaign, leading to physical and digital engagement."

The company believes that ambient media in India is extremely fragmented and diverse in nature, and with no comparative data to fall back on, each media owner claims to be the best. With advertisers also constantly pressing on media effectiveness and efficient ROI, these factors have brought about a need for transparency and accountability that enables advertisers to trust the ambient media touchpoints.