The tool will enable streamlining of media buying processes.
Posterscope India, the out of home division from Dentsu Aegis Network, has launched its OOH rate benchmarking tool called - rateOOHmeter. The tool is one-of-a-kind when it comes to providing detailed information on media pricing across markets in the OOH commercial ecosystem.
According to a company statement, the 'rateOOHmeter' platform is based on field data of the OOH campaign universe with information on 400+ brands, 1,600 cities, 3,000+ campaigns and 85,000+ OOH inventory across formats, pan India. The tool will enable streamlining of media buying processes that the industry often grapples with in order to achieve regulation.
Commenting on the launch, Haresh Nayak, managing director Posterscope India, says, "The only gap in India's OOH scenario is the lack of neutral, credible and standardised data. From audience measurement to media rate regulations, this data gap has been subtly stifling the industry's growth... The onus of delivery, therefore, falls into the agency's court to deliver a lean and effective campaign. Now, with the help of the rateOOHmeter, we can have a controlled environment in which the media rates will be regulated with historical buys in OOH campaigns aligned with the media asset owners for respective regions. Clients will now be able to map their productivity through the agency's buying process and the agency will be able to deliver beyond the brief."
Subhashish Trivedi, vice president - media buying, Posterscope India, adds, "With the help of the rateOOHmeter, the buying efficiency will immensely improve, the results of which will shine in leaner and productive campaigns. In the future, we will be able to reach the level where we can reduce inconsistent buying by over 95 percent."