French media agency network Publicis Groupe has acquired 100% stake in Mumbai-based digital out-of-home agency Ecosys OOH for an undisclosed amount.
Launched in December 2015, Ecosys comes with data and analytics capabilities and claims to be the only agency in the country to provide measurable return on investment in out-of-home and ambient media space. Post-acquisition, Ecosys OOH will work as a specialist OOH agency of Publicis Media.
“Data and technology is going to be the future of OOH agencies and what is unique about Ecosys is that it was set up with a future facing mindset,” said Anupriya Acharya, CEO at Publicis Media India.
“Their strong data-driven culture and their RoI-focused approach made them the apt partner for us. We have had a very significant growth in OOH in the last few years and Ecosys’ differentiated expertise will greatly benefit our clients and further fuel growth for us.”
The deal will help Publicis strengthen its position in the fast-growing OOH segment in India, which is expected to reach Rs 4,250 crore by 2021 from Rs 3,710 crore at present. Media reports project OOH business to grow exponentially given the impetus on infrastructure projects, smart cities and growth in tier III and IV towns.
“This union with Publicis Media will fulfil our expansion plans and will help us consolidate, innovate and scale up on next level of opportunities,” said Sujit Banerjee, director & CEO at Ecosys OOH.
Ecosys OOH specialises in dynamic tech solutions and next-generation planning, using world-class tools such as Systemapit, Amblify and Tracker. With clients including Audi, Renault, Fiat, Jeep, Acer, Ola and Jockey, it has emerged as the fastest growing independent stand-alone agency.
“We have carried out campaigns in over 2,000 cities and towns in India,” Banerjee added.
