Cassandra Thomas Smith | National Head of Data and Platforms | Posterscope

Cassandra has more than 20 years’ experience across media agency and operator sides. From a background with global and local media agencies across all media and major advertiser categories, Cassandra then turned her head to media operator side for a number of years focusing on research, the development of Out-of-Home (OOH) Audience Measurement Systems, investigating and understanding performance and engagement parameters in OOH covering many world first methodologies.

Cassandra then returned to agency side when Posterscope Australia, an OOH and location based specialist agency, started in 2012. At Posterscope, Cassandra has been responsible for the development in specialisation across Out-of-Home environment performance and effectiveness, data and platforms. During this time, there has been significant growth in Digital Out-of-Home (DOOH), a changing nature of marketers’ usage of OOH across location based marketing and a shift in the use of dynamic messaging to increase relevance and impact.