ECOS: Ensuring brand safety and compliance
Leia Reuter, Agency Strategy Director & Alexi Porritt, Client Strategy Director
Leia and Alexi spoke about how we use ECOS, Posterscope’s end-to-end campaign management tool to ensure that OOH continues to deliver KPIs for HFSS products in London, while ensuring brand safety and compliance to the new rulings for clients.
Primarily, it was noted that the media owners take ultimate responsibility for ensuring HFSS creative does not appear on TFL estate, or within 100m of a school as per the regulations. Although media owners will take HFSS regulations into account when scheduling on their estate, Posterscope are able to add an extra level of brand safety when planning campaigns through ECOS.
ECOS is our industry award winning, analytics, planning and trading platform. At Posterscope, we use it to capture briefs, plan campaigns and build recommendations, selecting the best locations for our clients.
ECOS comprises of a suite of applications, which work together when planning an HFSS campaign. Using these, we are able to capture and manage the entire campaign life cycle from brief, logistics, and final invoicing — allowing us to ascertain at any point if multiple creative (i.e. compliant and non-compliant messages) should run.
We are also able to input multiple data sets to deliver more sophisticated outputs and optimised campaigns. This means that with relevance to the ban, data can be visualised to select the best performing replacement locations to minimise the impact on our campaign delivery.
Alexi then shared some examples of how we are using ECOS and these applications to minimise the impact of the TfL ban and deliver compliant and brand safe campaigns for HFSS advertisers.
As TfL OOH estate and exact distances to schools for every UK OOH frame are highlighted within ECOS, it is easy to highlight the impacted locations. Alternatively, ECOS can remove any TfL locations from OOH plans, suitable for those with no alternative non-HFSS products. This option is especially useful for non-proximity OOH clients as cover can be made up elsewhere outside of the TfL estate.
Whatever route is chosen, Posterscope will always follow a 5 step safety process on all campaigns to ensure complete brand safety, which is entirely facilitated within ECOS.
As ECOS continually adapts and evolves to our clients’ needs, we are able to navigate policies and bans, such as HFSS, with ease.
