Posterscope India Launches rateOOHmeter

In India, Dentsu Aegis Network's Out-of-Home (OoH) division Posterscope has launched a benchmarking tool called rateOOHmeter, in response to 'a lack of neutral, credible and standardised data' in the country.

Posterscope says the 'data gap' from audience measurement to media rate regulations has been stifling the industry's growth.

The new tool uses field data from around 400 brands, 1600 cities, 3000 campaigns, and 85000 samples of OoH ad inventory. Clients can use OOHmeter to streamline media buying processes and map their productivity along the way.

Haresh Nayak (pictured), MD, Posterscope India, comments: '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. 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'.

Web site: www.posterscope.com .