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AUSTRALIA & NEW ZEALAND
PosterscopeAust @PosterscopeAust

RT @liveposterUK: London's iconic revamped Piccadilly screen will be able to track cars & people who pass by to di… https://t.co/d2peQOTSlE

Pioneering Out-of-Home

Posterscope is the world's largest, and Australia's first, Out-of-Home (OOH) specialist communications agency.  We aim to continually build understanding of the role of OOH in the communication mix - right now and into the future - making OOH campaigns easier to execute and more accountable for our customers.  Our point of difference is that we better understand emerging technology and consumer behaviour when OOH and how these two things combine to create new opportunities for advertisers.

Domain.com

Hyper Local with Domain.com real estate

Posterscope brought to life the truth and promise of Domain – through meticulously planned and specific placement of approx. 600 different creative executions, each tailored to an individual location. Out-of-home was about changing perceptions via relevancy at a hyper-local level and targeting media that influences consumer habits. Determined via layered OCS insights, we used static, digital & interactive elements in a combination of environments that would be frequented by consumers during the home search process. This campaign reminded consumers they can be empowered through the process, and feel their highly unique and localised needs are addressed by Domain.

Impriving-Efficiency

Improving Efficacy with geo-targeting for Big W's Toy Sale

In 2014, Posterscope along with sister-agency Carat, were tasked with optimising OOH communications for Big W’s annual Toy Sale campaign. Utilising transaction data - Posterscope were able to geographically prioritise the most relevant areas for targeting this hard to reach audience and allocate the best possible site selections via OOH mapping and analysis.  As a result, the campaigns street furniture increased YOY efficiency by more than 50% for reaching Toy Sale buyers. 

David Jones

David Jones and VAMFF (Virgin Australia Melbourne Fastion Festival)

This Digital OOH provided the access to valued content. The campaign promoting the live backstage coverage via #thefashionproject allowed David Jones retailer to extend the campaign touch points, delivering through the line coverage of the event as it happens.  The flexible timing of the placements and ability to target people whilst they are mid-commute creates a more contextually relevant and meaningful experience. With a device handy and time to spare whilst commuting, it can also provide a perfectly timed prompt to access more content on the web.  This execution came about in collaboration with our Isobar colleagues, as an extension of their work with David Jones. It’s a good example of how DOOH can enhance live or time specific communication in our convergent world.

New OOH insight via GPS tracking

New OOH insight via GPS tracking

A market-first study, conducted by Posterscope Australia and Symphony Analytics & Research in partnership with APN Outdoor, used GPS technology to capture real-time exposure data and measure the impact and effectiveness of Out of Home (OOH) advertising. Whilst OOH advertising is recognised as a powerful stand alone channel or a vital part of integrated campaigns, its effect is often under reported relative to other media, in recall studies. This ground breaking study was able to measure recall for those who had been in proximity to an outdoor site and compare this to a control group. This is the sort of pioneering approach that we constantly seek out to provide our clients with a deeper understanding of the different ways Out-of-Home works. Out-of-Home exposure can now be verified and from this we can measure attitude and behaviour shifts instead of measurement starting at claimed awareness. One advertiser saw a 68% increase in retailer visit intention for those exposed versus the control group.

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Melbourne
105 York Street
South Melbourne VIC 3205
Australia
+613 9693 3966

Sydney
20 Windmill St
Walsh Bay NSW 2000
Australia
+612 8094 7744

Brisbane
Lobby 2, Level 2/76 Skyring
Terrace
Newstead QLD, 4006
Australia
+ 617 3119 2400