Billetts highlights inefficient poster site distribution

Advertisers could be wasting thousands of pounds on outdoor advertising because of the poor distribution of the poster sites used, according to a report by the Billett Consultancy.

Advertisers could be wasting thousands of pounds on outdoor

advertising because of the poor distribution of the poster sites used,

according to a report by the Billett Consultancy.



Billetts has collated case studies where the effectiveness of a poster

has been undermined by the position in which the ad has been posted.



In the worst instance, the same poster was run side by side on the same

road, reaching the same audience. In another, a client targeting a

discrete audience was found to have had posters placed in areas where it

could be expected to reach only a handful of the target audience.



Billetts blames poster specialists for not always working hard enough to

ensure that there is no duplication of posters. At the same time, the

company claims that the way the medium is sold can sometimes encourage

wastage - talking up the market by creating too many sites.



According to John Billett, the chief executive of Billetts, both poster

specialists and poster contractors are culpable. ’There’s a situation at

the moment in which a fair number of people are taking it easy. I think

the business of buying and selling posters has got a little bit

complacent and it’s overdue for some independent assessment.’



Alan Simmons, the chief executive of the poster specialist, Concord,

countered: ’No-one’s turning a blind eye. Specialists already use

independent site auditors.’



Billetts this week launches its own service - OutdoorTracker - to

evaluate how effectively poster campaigns fulfil marketing objectives.



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