Complex Made Simple

Posterscope Harnesses OAG Data Platform in MENA

Posterscope will work with aviation intelligence leader OAG to bring aviation information and analytical services to the region’s marketers and airport advertisers

Posterscope MENA, the leading Out-of-Home (OOH) communications agency network, has announced a new collaboration with OAG, the market leader in global airport and airline data and analysis.

This consumer led approach, based on and supported by data from OAG, will give Posterscope and its clients access to a wealth of travel data which will help better plan airport campaigns and more efficiently target passengers in the airport environment.

Unrivalled in its scale and accuracy, OAG is the largest and most established data platform for airport traffic figures worldwide. With this partnership, Posterscope has gained an unparalleled level of insight on how to find and track consumers on the move. Historically, the only data available to advertisers was footfall and purpose of travel.

OAG enables understanding of additional criteria such as airline capacity and frequency, departure and arrival airports, cabin class, origin and seasonality.

Abdallah Saab, General Manager Posterscope MENA, said “We are very excited to add this new data tool to our product portfolio. As the region’s first and only airport specialist, we will now have access to a huge wealth of data that will help us to continue delivering intelligent communications solutions to advertisers wishing to use Out-of-Home media in airports. Our analysis of this data will enable better planning of airport campaigns as well as live, accurate reporting.”

This big data provides excellent understanding of passenger trends and will allow for actionable insight and planning and best in class reporting across three key data sets: Origin, Seasonality, Premium Passengers (or a combination of data sets).

The origin data set, for example, will provide better guidance on market selection to effectively reach target passengers by origin and guide advertisers on where to place budgets. By tracking origin and analysing their Global travel behaviours Posterscope are able to better understand key departing, arriving and transfer hubs for that specific audience. Ultimately this will lead to greater cost efficiency for clients whose marketing dollars will be guided as to where and when to target the maximum amount of passengers.

This strategic, consumer insight led approach to airport planning will allow for more creative, effective and quantifiable out-of-home solutions to advertisers seeking to engage with the ever more mobile and connected consumers travelling around the globe.