NEWS: Postar research launches as revenue from outdoor grows

Postar, the new roadside advertising research, launched this week with a pledge to apply an industrywide seal of approval to all sectors of outdoor advertising.

Postar, the new roadside advertising research, launched this week with a

pledge to apply an industrywide seal of approval to all sectors of

outdoor advertising.



Postar measures audiences of roadside poster sites, but intends to

create a standard against which all research and data in the outdoor

marketplace can be set.



The Postar seal of approval will be applied to represent all aspects of

out-of-home media from ads on petrol pumps to sites on the underground,

buses and 96-sheets.



The main plank of the Postar research provides a new measure of the

impact of poster sites - the Visibility Adjusted Impact. This goes

beyond the traditional currency, Opportunity to See, by providing

estimates of the number of people likely to see a panel or campaign.



Using Postar, agencies can now pick poster sites which take more than 15

seconds to pass. These sites can be identified and used for campaigns

that require more than a passing glance to drive home the commercial

message.



The Postar launch comes as new data for the industry’s first quarter

shows that revenue is up by almost 25 per cent. The poster specialist,

Concord, claimed that overall expenditure on outdoor (excluding

transport and tobacco) is up by 23 per cent on last year to pounds 60

million.



According to Concord’s chief executive, Alan Simmons, the highest

spending category on posters remains motor cars, which has boosted spend

by almost 30 per cent, followed by entertainment/media, up 64 per cent

to pounds 10 million. The fastest growing sectors are cosmetics and

toiletries, up 233 per cent, and retail, up 67 per cent.



Procter and Gamble’s use of the outdoor medium - the company’s first in

well over ten years - clocked up revenue of pounds 250,000 in the first

three months of this year. P&G’s tentative move into outdoor coincides

with a reduction of its TV spend.



Supplement, this issue



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