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