Kinetic Worldwide launches OOH planning tool Aureus in Malaysia

Called Aureus, the tool is a cloud-hosted platform designed for all parties in the OOH media planning and purchase chain.

The system brings together local market data and insights, as well as industry and proprietary research, to help optimised campaign planning and delivery, simplifying the path to purchase and ensuring seamless access to the market, according to the company.

The tool will help facilitate growth for media owners whilst ensuring agencies and clients can quickly assess the value of their media placements, Kinetic said.

Kinetic Worldwide is looking at other markets in the region for the tool, which will also be rolled out in North America and Europe.

Steve Ridley, Global CEO at Kinetic, noted that simplifying access to the market will be one of the key factors in driving growth for the OOH sector.

The agency also revealed proprietary OOH audience measurement research KRM in Malaysia, which uses local demographic, visibility and traffic data to facilitate audience measurement across major roadside formats in the Malaysian market.