Outdoor Focus is a joint venture company owned by the CIA Group and
Alban Communications. It adopts a highly individual approach to the
planning, buying and administration of outdoor, with account directors
controlling all aspects of the operation while harnessing specialist
buying skills where appropriate - rather than delegating the buying task
to a centralised unit.
This unique, hands-on service enables it to ensure that it keeps pace
with the increasingly complex world of outdoor.
The POSTAR research system is the forerunner of a data explosion with
information combining demographics, population movement and methods of
transport becoming more accessible and manipulable.
This will enable outdoor to be planned and bought in the same
sophisticated way as other media, but will require a high level of
expertise and technical know-how to handle it. The ability to exploit
the potential data overload needs to be available to as many people as
possible. It should not sit in darkened rooms with one user.
Outdoor Focus’s unique account-handling system and the investment it has
made in technology and training will enable everyone to use the data in
all the elements of planning and buying.
With all this expansion of skills, the term poster specialist is really
no longer an adequate word to describe the service provided by Outdoor
Focus. This rather tight definition tells only half the story.
The company has invested heavily in new technology and, through its
GeoFocus service, offers geodemographic mapping and data analysis second
GeoFocus extends far beyond outdoor into radio, press and direct
A crucial tool, as outdoor is in the media mix, will now be a more
quantifiable currency. Outdoor will now have the information to
complement the new structures we see on our streets.
Along with Outdoor Focus’s belief in expanding its service, it also aims
to ensure that it is translating these skills into providing a quality
service to its clients.
It has therefore introduced the control and administration disciplines
necessary to guarantee the service. As proof that these disciplines were
firmly installed in its systems it was the first outdoor specialist to
be awarded the ISO9001 quality mark.
Outdoor Focus offers the latest in systems and technology with a
hands-on service that is second to none.