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Posterscope launches measurement tool for ambient media ‘Ambit Analyser’

MUMBAI: Ambient OOH, the ambient media agency under Dentsu Aegis Network’s Posterscope umbrella, has designed and launched a new research tool titled Ambit Analyser.

Ambient OOH claims to have invested a substantial amount toward the crafting and development of this new research matrix. The tool aims to help advertisers reach out to over 65,00,00,000 eyeballs across 2500 towns every month in India.

To develop the new tool, Ambient OOH took the help of Dentsu Aegis Network’s proprietary research study, the Outdoor Consumer Survey (OCS) that aided in analysing the target audience touch-points.

Dentsu Aegis Network South Asia chairman and CEO and Posterscope and psLive Asia Pacific chairman Ashish Bhasin said, “Posterscope’s Ambient OOH has done pioneering work in developing Ambient Analyser. 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, the only one of its kind in India.”

Ambit Analyser helps craft a multi touch-point plan across more than 24 dwell time locations that house captive audiences. Also, given Ambit Analyser’s system design, the plans can be fashioned within much lesser time and more accuracy.

Posterscope Asia Pacific regional director and Posterscope Group India MD Haresh Nayak said, “Ambient OOH is the future and, 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.”

Ambient OOH VP Deepak Kumar added, “Currently, 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. Simultaneously, advertisers are constantly pressing on media effectiveness and efficient ROI. Hence, there was a need for transparency and accountability for advertisers to have trust on the ambient media touch-points.”

As part of the development process of Ambit Analyser, Ambient OOH graded each property across the various touch points on multiple factors including footfalls, trade density, ticket pricing and, thus, arrived at a visibility index. The tool has been linked to the OCS, which has a sample size of 12,000+ respondents. It has also incorporated the data for 24 touch-points across metros, mini metros and tier 2 cities.