Posterscope Reboots To Dentsu Location Services
As part of Dentsu International’s Accelerated Transformation Programme (ATP), dentsu International and dentsuSouth Africa have taken the decision to integrate the Posterscope brand into her investment management platform and systems Amplifi and their media brands (Carat, Vizeum and iProspect).
However in Nigeria, Kenya, and Ghana, Posterscope will be rebooting to dentsu location services (DLS) as the Out-Of-Home (OOH) business in these regions boast a combined revenue of 40% and remains to be a critical part of the business.
“We wish to highlight that the reboot will not affect Posterscope’s award winning credentials nor the day-to-day running of the business. Under dentsu location services we will continue to deliver world class, best technology driven solutions to our clients as well as focusing on growing our capabilities and talent across the region,” said Dawn Rowlands, CEO, dentsu SSA.
“The rebooting is strategically done at a time like this to strengthen what we currently offer as Posterscope and allows us to leverage our group’s investment in location data to serve our client even better”Emeka Okeke, GCEO, MediaFuse- Dentsu
According to the organisation, Yetunde Adegbite, remains the Managing Director of DLS Nigeria where she would closely work with the regional team in ensuring consistency of delivery with our best-in-class tools and services.
“In an evolving landscape like ours and an ever-increasing need for advertisers to justify their investment, there is no better time to reboot Posterscope to DLS. This I am excited about because it equips us better for the innovative future of location services and immense opportunities it offers” stated, Yetunde Adegbite, MD, DLS Nigeria.
Meanwhile, The dentsu Africa Hub will be launching Liveposter,the Dynamic Digital OOH platform across Nigeria, Ghana and Kenya in Q3 2021. The growth and investment in the initial OOH across Africais very exciting, as this brings to market a dentsu solution that enables our clients to make the best use of their OOH investments through relevant messaging that can be adapted to time of day, weather changes, live score updates and more.
It also revealed that its ECOS, dentsu’s propriety location intelligence and OOH planning tool, is currently operational in South Africa, Kenya, Ghana and Nigeria. With a rollout imminent across the rest of the region. ECOS enables the assessment and visualisation of various data sources to ensure strategic OOH solutions for dentsu clients that are rooted and informed by data. ECOS plugs into Google Places API and as a result we have access to millions of point of interests at a touch of a button. Using ECOS we are able to build location data stacking, which encompasses using a combination of various data sources to inform our approval to targeted and data led Out of Home. Data sources can include local census data, mobile data, point of interest and even client sales and traffic data are bought to life through the power of ECOS.
On Programmatic Digital OOH, the company disclosed that the hot topic in OOH currently is Programmatic Digital OOH (PrDOOH) and specifically around its growth adaption and advantages. The exploration of the PrDOOH landscape across Africa by dentsu is seeing phenomenal results. The growth and functionality will allow us to offer clients a new way of buying DOOH effectively using data to target specific audiences at the right time. Dentsu will be collaborating closely as the lines of digital and OOH merge to ensure seamless campaigns integrate through online programmatic partners being a strategic part of its success and delivery of PrDOOH.
The reboot to DLS will ensure that the expertise and specialisation of OOH remains a critical service offering within dentsu and aims to further disrupt the location marketing arena with award winning work powered by proprietary technology and data.