It is the first outdoor company to fuse a major OOH media planning study to the industry currency, Route.

The OCS Route Fusion has been integrated into Posterscope’s location analytics, planning and trading platform ECOS and will allow its planners to quickly re-create clients’ precise planning audience, and then plan and optimise OOH campaigns against this, at the same time as the broader traditional buying audience.

It will also allow Posterscope to analyse coverage and frequency and plan against audiences expressing interest in specific moments such as sporting events, calendar events like Valentine’s Day or Easter, or environmental factors such as the weather, time of day and location.

Russell Smither, insight director at Posterscope, said: “Clients and agencies spend a significant amount of time, energy and money understanding target audiences, creating segmentations and then recreating these in media planning surveys such as TGI, OCS and Touchpoints to generate media and OOH insights. 

“By fusing our own OOH Consumer Survey (OCS) with Route we have streamlined the OOH planning process which will significantly increase the reach and effectiveness of campaigns, among the audiences that clients most want to reach.”