Dentsu Aegis-owned Posterscope has fully acquired Liveposter, a platform which enables dynamic content on out of home screens (OOH).
Liveposter enables digital campaigns to run across multiple networks and uses data feeds to optimise communication across A day, week or campaign period.
With digital out of home estimated to reach 50% of the entire outdoor sector by 2017, Posterscope Australia MD Joe Copley says there is real opportunity for advertisers to deliver more dynamic content.
“In this country, we have DOOH networks of a quality and scale which collectively rival audience reach in any market in the world,” Copley says.
“ We successfully tested Liveposter here last year and are pleased to be making the platform available in Australia. The ability to deliver more relevant messages, informed and automated by real-time data feeds – at scale – is a huge step forward for Posterscope and for our clients.”
In the UK, the two companies have worked together on a number of campaigns, including one for THE Stella Artois cider brand, Cidre, which used temperature as a trigger for creative copy.
LivePoster founder Dan Douglas says: “This is a very exciting opportunity for Liveposter and Posterscope. We have partnered in the UK for some time now and we both see the future growth potential of working even more closely.”
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