Posterscope launches rateOOHmeter
The rateOOHmeter platform is based on field data of the OOH campaign universe with information on more than 400 brands, 1600 cities, over 3,000 campaigns and around 85,000 OOH inventory across formats pan India.
Posterscope India, the Out-of-Home division of Dentsu Aegis Network, has just launched rateOOHmeter, a new OOH rate benchmarking tool that will provide detailed information on the media pricing of the entire Indian OOH ecosystem.
Haresh Nayak, Managing Director Posterscope India told us how this tool will help simplify the process of buying OOH inventory while also increasing efficiency. The rateOOHmeter platform is based on field data of the OOH campaign universe with information on more than 400 brands, 1600 cities, over 3,000 campaigns and around 85,000 OOH inventory across formats pan India. The tool will streamline media buying processes that the industry often grapples with in order to achieve regulation.In the OOH industry, there is a need for a proper measurement system , which encapsulates all facets of the industry. It is a system that the industry continues to struggle with though efforts are being made to develop a solution to this effect.
"Today, data is the new currency and there is an abundance of data available, be it data related to the audiences or that to the pricing. With rateOOHmeter, we plan to use and analyse pricing data over a period of time that will help us bring about some standardization in terms of pricing. It will help brands see why a site should cost as much as it does and will also help them budget their campaigns properly," said Haresh Nayak, MD, Posterscope (India). rateOOHmeter claims to map even competitor data to provide benchmarking across vendors.
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