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OOH Agency Posterscope to Integrate EE Mobile Data
UK-based out-of-home (OOH) comms agency Posterscope has reached an agreement with mobile phone network EE to incorporate anonymised mobile usage data on consumer movements and location-based digital behaviour, into its 'Planner' ad optimisation app.
Just three weeks ago, Posterscope teamed up with mobile advertising platform xAd to launch a new 'converged media' capability, aimed at retargeting consumers who have seen specific OOH ads with relevant mobile communications.
According to www.mediapost.com , the integration will allow advertising clients to create campaigns combining outdoor and mobile elements, and to measure the effects of outdoor advertising through mobile channels; while agency planners can measure the effect of OOH media at specific locations, and analyse the journey patterns of particular audiences.
Web site: www.posterscope.com .
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