Posterscope will look to the data to understand “how, when and where mobile devices are used in relation to, and in the proximity of, OOH media sites nationwide,” reports marketing news site The Drum.

According to James Davies, chief strategy officer at Posterscope: “This data will allow us to offer high levels of granularity and accuracy in planning and targeting client campaigns. It will also provide us with an unrivalled understanding and insight of the behaviour of audience groups in the out-of-home environment, and their journey to digital platforms.”