Posterscope

What Posterscope does

Posterscope is the world's first specialist Out-of-Home (OOH) advertising agency, founded in 1994 and now operated as a trading division of Dentsu UK Limited within the broader Dentsu international network. The company plans and buys OOH and Digital Out-of-Home (DOOH) inventory on behalf of enterprise clients, acting as their agent in dealings with media owners and handling media bookings, production services, and dynamic digital content management. Its primary geographic markets are the United Kingdom (with offices in London, Manchester, Leeds, Edinburgh, Belfast, Newcastle, and Stafford) and India.

The firm's offering spans four service pillars: traditional OOH and DOOH media planning and buying; AI- and data-driven OOH optimization (audience location analytics, real-time creative triggers, programmatic DOOH, and econometric test/control measurement); Liveposter Services for dynamic digital content including real-time transport data integration; and research/insight (notably The Point of Social study analyzing 3.5 billion impressions). Proprietary and partner-licensed technology includes Ocean's LookOut gaze detection, facial detection software, and scent-dispensing activations. Sub-brands extend the proposition: Open Outdoor (2025) serves growth-minded mid-market brands and independent agencies, and Nifty Picnic is a bi-weekly newsletter functioning as a thought-leadership and inbound channel.

The commercial model is sales-led and agency-based: revenue streams comprise service fees on Media Expenditure, Production Expenditure (printing/design), Liveposter Fees per Statement of Work, and bundled Research Service Fees, with contract terms allowing Posterscope to act as principal in forming contracts with media owners and to retain Agency Benefits such as volume rebates at its discretion. Customer concentration sits in enterprise accounts across telecommunications (EE), finance/insurance (Hiscox), food and beverage (Cadbury, Kellogg's, Heineken, Hendrick's, Camelot), retail (Co-op), software (Microsoft), hospitality (Greene King), charity (Heinz/Magic Breakfast), and government/public sector (NHS, Home Office, Gamble Aware). Channels include direct enterprise sales, the Open Outdoor mid-market channel, and Dentsu network cross-referrals that have supported international expansions such as Papa Johns' India entry in 2025.

Name

Posterscope

Legal name

Dentsu UK Limited

Website

https://posterscope.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

251–500 employees

Short description

Posterscope is a specialist Out-of-Home advertising agency and Dentsu subsidiary that plans, buys, and measures OOH and Digital OOH campaigns for enterprise brands across the UK and India.

Ownership category

akta.pro rank

Product category

Out-of-Home Advertising Agency Services

NAICS

Indoor and Outdoor Display Advertising (54185), Indoor and Outdoor Display Advertising (541850), Advertising Agencies (54181), Advertising Agencies (541810), Media Buying Agencies (54183), Media Buying Agencies (541830)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Out-of-Home (OOH), DOOH & Ambient Advertising (BPAFAAAI)

akta.pro secondary industries

Digital Out-of-Home (DOOH) Advertising (MPAAAKAB), Street Furniture OOH Advertising (Bus Shelters, Kiosks, Benches) (MPAAAKAD), Alternative OOH & Ambient Media (Guerrilla, Pop-Up Installations) (BPAFALAI), OOH Production, Printing & Installation Services (BPAFALAL)

Keywords

• Out-of-home advertising
• Media planning and buying
• Digital out-of-home
• Programmatic DOOH
• OOH campaign planning

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Media Services Revenue: Agency charges service fees for outdoor media planning and buying services. Media Expenditure includes charges for media inventory, ASBOF levy, and printing/designing services. Agency Benefits including preferential rates, volume discounts, and media credits may be retained at Agency's discretion.
2. Production Services Revenue: Printing and/or designing services delivered by Agency in connection with Media Services, invoiced as Production Expenditure. Agency acts as principal in providing these services, placing orders in its own name.
3. Liveposter Services Revenue: Dynamic digital media services including creation and management of dynamic posters in digital out of home media, invoiced as Liveposter Fees as specified in Statement of Work.
4. Research Services Revenue: Research services provided by Agency as part of overall Services, charged through Service Fees.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Posterscope is a specialist out-of-home (OOH) and digital out-of-home (DOOH) advertising agency acting as clients' agent to plan, buy and execute outdoor media campaigns. The agency delivers media planning and buying, Liveposter dynamic digital media services, production/design services, and research services, and operates the Open Outdoor sub-brand for growth-minded brands and independent agencies. Services are delivered on a per-campaign basis through negotiated Media Plans and Statements of Work, with the agency operating as principal in forming contracts with media owners on behalf of clients.

Product overview

Posterscope is the original and first specialist out-of-home (OOH) advertising agency, founded over 30 years ago. The company offers a portfolio of services centered on OOH media planning and buying, including Programmatic DOOH for dynamic real-time ad serving, Data-Driven OOH Intelligence powered by AI for audience targeting, and Liveposter Services for dynamic digital content management. The portfolio also includes specialized sub-brands: Open Outdoor serves growth-minded brands and independent agencies with an independent agency approach while retaining group resources, and Nifty Picnic is a creative innovation newsletter. Together, these offerings provide end-to-end OOH campaign capabilities from strategy through execution.

Differentiator

Problem solved

Functional benefit

Brands

• Open Outdoor: A specialist team within Posterscope designed to work with growth-minded brands and independent agencies, operating independently with access to wider Posterscope resources

Products and services

• OOH Media Planning and Buying Specialist out-of-home media planning and buying services for brands, executed as the client's agent dealing with media owners and placing bookings. The original specialist OOH agency offering, born over 30 years ago.
• Liveposter Services Dynamic digital media services including creation and management of dynamic posters in digital out-of-home media, enabling real-time content updates and data-driven campaign execution. Invoiced as Liveposter Fees per Statement of Work.
• Programmatic DOOH Programmatic digital out-of-home advertising enabling dynamic ad serving based on real-time audience presence, weather, events and behavioral signals, integrating with programmatic platforms for omnichannel marketing.
• Data-Driven OOH Intelligence AI-enabled data analytics for OOH planning including audience location analysis, behavioral insights, campaign optimization, hyperlocal targeting and econometric test/control measurement of campaign impact.
• Open Outdoor (Open@Posterscope) A specialist OOH sub-brand within Posterscope, designed to work with growth-minded brands and independent agencies, offering independent-agency service with access to wider Posterscope and Dentsu resources when needed.
• Production Services (Printing and Designing) Printing and/or designing services delivered by Posterscope in connection with Media Services, invoiced as Production Expenditure, with the Agency acting as principal and placing orders in its own name.
• Research Services Research services provided by Posterscope as part of overall Services, charged through Service Fees, including proprietary behavioral research such as The Point of Social.

Quantifiable outcome

• OOH reaches 98% of UK population in one week
• +6 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability9 records

Feature8 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Papa Johns (via PJP Investments Group)coreGTM or Marketing Partner · 5 September 2025Posterscope handles out-of-home advertising and on-ground activations for Papa Johns' market entry into India. Appointed as part of a multi-agency Dentsu partnership including Dentsu Creative Webchutney for creative, iProspect for digital media, and Dentsu Creative PR. The partnership supports Papa Johns' launch under Master Franchisee PJP Investments Group as part of global expansion strategy.
• Total MediacoreStrategic or Co-development Partner · 18 April 2024Strategic partner for Hiscox 'Most Disastrous Campaign Ever' - described as multi-award winning campaign that grew OOH investment by 125%. Partnership involved innovative special builds and fame-driving formats.
• UncommoncoreStrategic or Co-development Partner · 18 April 2024Creative partner for Hiscox brand campaign featuring innovative OOH executions. Partnership delivered one of the largest OOH special build campaigns ever with 21 special builds bringing authentic risks to life.
• Bauer Media Outdoor UKcoreStrategic or Co-development PartnerCo-commissioner of The Point of Social study - a ground-breaking research initiative into social media behavior OOH. The study tracked 1,150 heavy social media users through online surveys and mobile diaries, analyzing 3.5 billion impressions to understand the relationship between OOH and social media.
• GlobalcoreStrategic or Co-development PartnerCo-commissioner of The Point of Social study examining social media behavior out of home. Partnership involves consumer research tracking and big data analysis of 3.5 billion impressions to provide comprehensive understanding of social media usage patterns.
• JCDecaux UKcoreStrategic or Co-development PartnerCo-commissioner of The Point of Social research initiative alongside Bauer Media, Global, and Ocean Outdoor. Research provides insights on dual screen synergy between Social and OOH advertising.
• Ocean OutdoorcoreStrategic or Co-development PartnerCo-commissioner of The Point of Social study. Also provides LookOut facial detection software and interactive OOH technology used in campaigns. Ocean's Creative Competition award in 2022 recognized innovative OOH concepts.
• LivepostercoreTechnology or IntegrationTechnology provider for dynamic digital media services enabling creation and management of dynamic posters in digital OOH. Powers real-time transport data integration and dynamic content updates across digital screens.
• DentsucoreStrategic or Co-development PartnerPosterscope is a trading division of Dentsu, operating as a specialist out of home media buying agency. Benefits from group-wide resources, systems, tools, and insights while maintaining specialist OOH focus.
• Open OutdoorminorStrategic or Co-development PartnerOpen Outdoor operates as a specialist team within Posterscope, specifically designed to work with growth-minded brands and independent agencies. While part of Posterscope, Open operates independently with separate client roster while able to leverage wider group resources when needed.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Talon Outdoor: Talon is an independent, award-winning OOH specialist agency operating in the UK and globally; it competes head-to-head with Posterscope on planning, buying and data-driven OOH campaigns.
• Kinetic: Kinetic is WPP's specialist out-of-home media agency and the closest direct competitor to Posterscope, offering planning, buying and activation across OOH and DOOH for global brands.
• Rapport (IPG Mediabrands): Rapport is IPG Mediabrands' specialist OOH agency, offering global planning and buying of out-of-home campaigns — a direct functional peer inside a competing holding company.
• Billups: Billups is a global independent OOH media agency focused on data-driven planning, buying and analytics across traditional and digital OOH, closely mirroring Posterscope's value proposition.

Emerging players

• Vistar Media: Vistar Media is a leading programmatic DOOH SSP/buying platform enabling automated OOH transactions; an emerging player whose tech stack competes with Posterscope's programmatic DOOH offering.
• Place Exchange: Place Exchange is a programmatic DOOH supply-side platform connecting media owners with digital buyers; an emerging tech player relevant to Posterscope's Programmatic DOOH and data-integration roadmap.

Broad incumbents

• Outfront Media: Outfront Media is a leading US OOH media owner transitioning heavily into DOOH and programmatic; relevant incumbent peer given shared inventory and data-driven OOH themes.
• JCDecaux: JCDecaux is the world's largest OOH media owner, supplying street furniture and billboard inventory that Posterscope buys on behalf of clients; an incumbent competitor as it increasingly offers programmatic buying.
• Clear Channel Outdoor: Clear Channel is a major global OOH media owner with significant UK presence; a supply-side incumbent that competes with Posterscope indirectly via in-house programmatic and data products.
• Lamar Advertising: Lamar is one of the largest US-based OOH media owners with a growing digital footprint; comparable as a broad incumbent in the OOH supply ecosystem that increasingly sells programmatically.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Posterscope
• LinkedInlinkedin.com/company/posterscope
• Instagraminstagram.com/posterscopelondon
• Facebookfacebook.com/115779035099557

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Posterscope