NEWS: MOFA to introduce bar-code tracking

The poster medium is preparing to ditch the last vestiges of its former unreliable reputation by introducing a new era of accountability for poster advertisers.

The poster medium is preparing to ditch the last vestiges of its former

unreliable reputation by introducing a new era of accountability for

poster advertisers.



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-

code markers.



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.’



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