Posterscope has announced that it has fully acquired Liveposter, an out-of-home platform that will enable Posterscope to deliver dynamic content to screens around the world.
In Australia, Posterscope estimates digital OOH billing will grow to 50 per cent of the total OOH market by 2017.
There is a real opportunity for advertisers to deliver more dynamic content in their campaigns as research clearly demonstrates that more relevant, flexible and adaptive content yields significant increases in awareness, engagement and purchase intent.
The Liveposter platform enables digital campaigns to run seamlessly across multiple networks and media owners. It uses a wide variety of data feeds to optimise the communication across the day, week or campaign period and provides full control over the content without the need to access the individual media owner systems.
This acquisition reflects Posterscope’s commitment to be at the forefront of the digital opportunities in out-of-home advertising, including the innovative use of data, automation, real time planning & trading platforms, content creation and global distribution.
Annie Rickard, global president of Posterscope said, “The Liveposter acquisition will be transformational in many markets and will ensure that we will be able to maximise the benefits of digital out-of-home for advertisers.”
Joe Copley, managing director of Posterscope Australia said, “In this country, we have DOOH networks of a quality and scale which collectively rival audience reach in any market in the world.
“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.”
Dan Douglas, founder of Liveposter said, “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.