Posterscope India, the out-of-home agency from the Aegis Media Group, has launched Ambient OOH which will provide clients the option of advertising in ambient locations. These will in newer places such as gyms, salons, coffee shops and shopping malls.
Haresh Nayak, MD, Posterscope says, "This is for the first time in India that an out-of-home agency is providing an opportunity for ambient advertising. Our idea is to look at different opportunities and new mediums where we can reach out to the people for our clients becausee the audiences are getting into newer lifestyles, domains and regions where traditional media cannot reach."
Ambient OOH is collecting information across 20 different kinds of properties, ranging from gyms to hospitals to fuel stations and ice cream parlours. It is doing this across 16 metros and targeting footfalls that add up to three million.
Nayak is bullish about the possibilities and says that the opportunity has not been utilised because of problems of government permissions, inefficient backend delivery and poor implementation overall.
Posterscope is a part of Aegis Media that comprises Brandscope, Hyperspace (Retail), PSI (Airports), Carat, media communications agency, Vizeum, Carat Fresh Integrated (Experiential), Doosra (Creative), Isobar, digital agency and IProspectCommunicate 2.
It has offices in nearly 70 countries with over 8,000 employees.First Published : April 16, 2013