The poster medium is preparing to ditch the last vestiges of its former
unreliable reputation by introducing a new era of accountability for
The initiative is being led by More O’Ferrall Adshel, which has mounted
a pilot test of a new method to ensure that poster advertisers get what
they pay for.
MOFA’s bar-coding system for monitoring the posting of ads is already
running as a test in Ireland.
MOFA’s Adshel poster sites will each have a unique bar code, and each of
the posters printed for Adshel campaigns will also carry their own bar-
As the ads are installed, the bar codes of the poster and the site are
recorded, allowing the advertiser, agency and poster contractor to keep
a full record of which ads are posted, where and when.
Although regular site inspections are the traditional method of checking
on poster ads, the geographical spread of many poster campaigns has
meant that advertisers are not always sure that their ads have run for
the correct number of days on the right sites and at the right time.
Vincent Slevin, the managing director of MOFA, said that the bar-coding
system would ‘bring the outdoor medium closer to other media in offering
advertisers hard data on their campaigns.’
Slevin added that he hoped to introduce the initiative to mainland
Britain within the next few months.
Dennis Sullivan, the chairman of the poster specialist, Portland
Outdoor, welcomed the initiative. ‘I really am pleased that someone’s
taking this step in the UK. It’s incredibly important that the poster
medium is validated in this way.’