Posterscope India, the out of home division from Dentsu Aegis Network, becomes the first ever agency to launch its OOH rate benchmarking tool called – rateOOHmeter in India. The tool is designed to provide detailed information on media pricing across markets in the OOH commercial ecosystem. The ‘rateOOHmeter’ platform is based on field data of OOH campaign universe with information on 400+ brands, 1,600 cities, 3,000+ campaigns and 85,000+ OOH inventory across formats pan India. The tool will enable streamlining of media buying processes that the industry often grapples with in order to achieve regulation.

Commenting on the launch Haresh Nayak, Managing Director, Posterscope India, said, “The only gap in India’s OOH scenario is the lack of neutral, credible and standardised data. From audience measurement to media rate regulations, this data gap has been subtly stifling industry’s growth. And we have only seen this gap widening, even as the demand for data driven solutions is on the rise. OOH’s very lopsided buying and selling process is largely governed by the whim and fancy of the media asset owner that gives rise to disproportionate rate verdicts. This too varies from campaign to campaign and media buyers likewise. The onus of delivery, therefore, falls into the agency’s court to deliver a lean and effective campaign. Now, with the help of 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 the respective regions.  Clients will now be able to map their productivity through the agency’s buying process and the agency will be able to deliver beyond the brief.”

Subhashish Trivedi, Vice President - Media Buying, Posterscope India added, “With the help of rateOOHmeter, the buying efficiency will immensely improve, the results of which will shine in leaner and productive campaigns. In the future we will be able to reach the level where we can reduce inconsistent buying by over 95%.”