The current methods of planning poster campaigns are in danger of
undermining the value of the medium as one of the few remaining
’broadcast’ arenas, delegates at the conference were told.
Eric Newnham, managing director of the poster specialist, PPL, and David
McEvoy, marketing director of the contractor, Mills & Allen, told
delegates that poster planning is too preoccupied with beating the
average Visibility Adjusted Impact (VAI) scores thrown up by Postar
research, to the detriment of ensuring effective coverage.
Because poster packages registering high VAIs are more desirable, media
owners have been encouraged to build more sites on major roads and in
major towns, where VAIs are higher.
The poster buyer then tries to beat the VAI average by focusing on sites
on major routes. Such a strategy buys share of voice but is inefficient
in covering the target audience.
Newnham and McEvoy have developed a software programme designed to find
the unique audience catchment for each poster site with the aim of
improving the efficiency of planning poster campaigns.
The research highlights the best balance between coverage and frequency
and has led McEvoy and Newnham to claim that poster site distribution
must become central to the planning of campaigns.