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.