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Posterscope Thailand Strengthens its Global Real Time Capabilities with the Launch of Liveposter an Out-of-Home dynamic digital Platform first time in Thailand

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Bangkok--20 Sep--Dentsu

Petcharat Kietvisanchai, General Manager of Posterscope Thailand, said: Liveposter, the dynamic digital platform, is the latest technology from Posterscope that can empower real time and dynamic content to live-on- screen at an exact time and place. Liveposter, a data-driven platform, uses different data sets to deliver dynamic content, and real time communication messages, to target audiences. Posterscope Thailand has partnered with the leading media owners in the market; Boardway, Q Ad, VGI and Plan B.

The Liveposter launch campaign, for logistic company "Ninja Van", uses time-of-day to trigger the relevant message at the right time – when the traffic is heaviest during rush hour - and also weather-triggered messaging which serves different creative copy depending on whether it is sunny or raining. For example, when it rains, the content will change to "even it rains, or floods, we will always deliver your parcels, next day delivery guaranteed". Whilst, when sunny, the messaging will be changed to "even when the sun is so strong, with sweaty situations, we will always deliver your parcels, next day delivery guaranteed". Through the use of the Liveposter platform, this campaign not only creates brand awareness using relevant messaging, but also enhances brand's positioning as an innovative and disruptive brand.

The launch of the Liveposter platform creates real opportunities to deliver more dynamic content within Digital OOH campaigns, which in turn increases the campaigns performance. Posterscope proprietary research has demonstrated that the more relevant and targeted the advertising content is to the consumer, the more effective the campaign is in terms of delivering increased awareness, engagement and purchase intent.

Mr.Stephen Whyte, Global President of Posterscope said: "Lifestyles are undergoing a dramatic transformation and nowhere is that more evident than in the fast-paced cities of Asia such as Bangkok. The digital on-demand economy means advertising must work harder to engage people by serving content that is relevant to the context of the audience and the moment in which they see it. Extending the capabilities of Posterscope's dynamic content platform to Asia Pacific with this first campaign in Thailand is a proud moment for the team, who have worked tirelessly to make this happen. I am confident that the ability to deliver dynamic content in real time, driven by highly relevant data and optimised to audience type and audience mindset represents an enormous leap in the power of the OOH medium for the region"

The most significant change in Out-of-Home media is driven by the increase in digital screens which have increased dramatically since 2014. The number of active screens, both outdoor and indoor, in Greater Bangkok, stands at almost 7,000, which represents circa.90% of Thailand nationwide. In Thailand, Out-of-Home media billing represents 12% as of YTD July 2018 from total advertising expenditure (ADEX) which is valued at 63 billion baht. ADEX, for full year 2017 is 106 billion baht, with OOH media representing 13%.

About Posterscope

Posterscope is the world's leading out-of-home and location-based marketing specialist with billings in excess of $3 billion. It knows more about what people think, feel and do out of the home and translates this understanding into compelling, creative and quantifiable solutions which make a meaningful difference to clients' businesses. Along with consumer behaviour when out of the home, Posterscope also has a deep understanding of emerging technology, and how these two combine, to create new opportunities for advertisers.

Posterscope has over 1,000 people in 63 offices located in 35 countries worldwide.

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