The outdoor advertising industry has resolved a stand-off with NOP, over
fees for the software service that the research company supplies for the
new research standard, Postar.
The wrangle disrupted the Postar service for a week after NOP withdrew
the software that allows access to the data.
Postar Ltd, the body funded by the poster contractors and specialists
that owns the cover and frequency data that forms the Postar system, has
signed a licensing agreement with NOP. This allows Postar to deliver the
research to advertising agencies, specialists and outdoor contractors.
Agencies were able to reconnect midweek, allowing subscribers to access
Visibility Adjusted Impacts, cover and frequency figures for poster
panels within the research. Richard Holliday, director of the Outdoor
Advertising Association, said: ‘We have a good agreement, with the
obligations from both sides clearly defined. People have to realise that
we are not a pushover.’