EE pairs with Posterscope to add insight to OOH media

EE – the UK’s largest mobile network operator by subscriber count – is to pair with out-of-home (OOH) media owner Posterscope to offer advertisers added insights into the smartphone usage habits of people when they are outside and hear outdoor ads.  


The pair have announced the tie-up that will see EE provide Posterscope with anonymised insights from its mData unit – which tracks the mobile usage habits of audience groups – which the media owner can then share with advertisers to improve the effectiveness of their OOH campaigns. 

For instance, the insights offered by EE can help advertisers better identify “hotspots” where mobile audiences are displaying specific behaviours, such as searching for films or sports events, and Posterscope can then offer brands appropriate nearby OOH media space to engage with the relevant audience. 

Posterscope is currently lobbying brands to sign up to the new service which is to be incorporated into its recently launched ’Planner app’, which also provides insights from Route –the OOH industry standard planning tool consisting of over 19 billion digitally-gathered data sets that was launched earlier this year.  

James Davies, chief strategy officer at Posterscope says the tie-up will lets advertisers better determine the effect OOH media has on smartphone users and how they respond to it using their devices. 

Chris Gobby, EE’s head of mData, says the operator, which has over 27.5 million subscribers, says it will also let brands better understand how their OOH and online media spend correlate. 

Earlier this month Marketing Week reported how Weve, the joint venture company comprising of the UK’s three-largest mobile operators, was also working with OOH companies to help brands better understand how mobile media can be used to enhance their outdoor ad campaigns. 

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here