MAM
Posterscope launches ROOH – Digital OOH Ad Exchange
MUMBAI: Posterscope India, the out-of-home specialist from Dentsu Aegis Network, has announced the launch of ROOH (Real Time Out Of Home), a unique planning-buying platform (including programmatic) for digital OOH inventories.
Based on the extensive use of APIs (application programming interface), Posterscope’s ROOH uses a wide variety of data feeds to create customised and targeted advertising. The tool aims to help Posterscope to further strengthen and bolster its real-time capabilities in India as billings from digital OOH are estimated to grow at a rate of 60 per cent by the end of 2019.
With the launch of ROOH, Posterscope India has collated and brought together more than 60,000 digital screens on a single platform. This tool not only uses analytics around the screen when consumers frequenting the location but also exploits Dentsu Aegis Network’s research, insights and planning tool – CCS (Consumer Connections Study Planner) along with Dan Explore (a tool that examines consumer passion points) to arrive at the right screen mix for the brand to help optimise the plan.
Posterscope Group South Asia group MD Haresh Nayak said, "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. I am certain that it will attract new advertisers to the medium, particularly those that need highly flexible and agile brand communication."
ROOH senior vice president Deepak Kumar said, “Over the last two years, we have worked across 2500 towns, dealing with over 50 key media owners, to develop this tool. This has helped us in understanding and curating ROOH. The flexibility of ROOH will enable some interesting campaigns and will make OOH truly a dynamic medium. The Posterscope Group predicts that the year 2020 will be a defining year for real time out of home.”
During the test phase, Posterscope India activated programmatic triggers, specific to time and location, with multiple creatives on a limited number of screens to observe market reaction. “In turn, the agency observed exponential increase in client queries to understand the medium so that it could help them execute their campaigns more effectively. Currently, BFSI, mobile, e commerce and automobile categories are at the forefront of usage of this tool,” a press statement shares.
Only accessed by its planning team now, Posterscope will soon extend ROOH’s access to its clients and partners. ROOH will provide insights and data to them – right from the brief stage juxtaposed against consumer analytics that will help then detect and decipher the apt triggers for their campaign. Human intervention, then, will be limited and utilised only if necessary.
Brands
Euler Motors elevates Pallavi Arora to associate VP, marketing
Marketing elevation follows high-visibility campaigns and product launches
NEW DELHI: Euler Motors has elevated Pallavi Arora to associate vice president, marketing, underscoring a renewed push to sharpen brand muscle as India’s commercial electric vehicle market gathers pace.
Based in New Delhi, Arora will now lead the company’s integrated marketing and communications engine, spanning public relations, digital and performance marketing, social media, brand strategy and above- and below-the-line initiatives across both b2b and b2c segments. Her remit includes driving brand positioning, digital transformation and customer engagement as the company scales nationally.
The promotion marks a milestone in Arora’s six-year stint at Euler Motors. She previously served as assistant general manager and senior manager, marketing, during which she fronted several high-decibel campaigns aimed at accelerating awareness and adoption.
These include Bada socho, Euler HiLoad socho for the HiLoad EV, Aane de for StormEV (India’s first four-wheeler light commercial vehicle fitted with advanced driver assistance systems) and, most recently, Tan tana tan, a campaign spotlighting the strength and profitability of the Turbo EV 1000. The latter is being amplified during the ICC Men’s T20 World Cup 2026, one of the country’s biggest sporting stages.
Arora’s elevation comes as India’s commercial EV segment accelerates, fuelled by the expansion of last-mile delivery networks, surging e-commerce volumes and growing acceptance of technology-led mobility solutions.
Earlier in her career, she held roles at Warner Bros Pictures India, Mahindra Holidays & Resorts India Limited and Cube26, which was later acquired by Paytm. Her rise reflects Euler Motors’ stated preference for building leadership from within as competition intensifies in the electric cargo vehicle space.
Founded in 2018, Euler Motors focuses on electric commercial vehicles for cargo delivery and has positioned itself as a challenger to internal combustion incumbents, betting that economics, regulation and logistics will increasingly favour electric drivetrains.
