NEWS: Adshel replaces old trading system with audience currency

Adshel, the bus-shelter pos-ter division of the More Group, is to introduce a new trading currency based on audience delivery to bring outdoor in line with other media such as television.

Adshel, the bus-shelter pos-ter division of the More Group, is to

introduce a new trading currency based on audience delivery to bring

outdoor in line with other media such as television.



Traditionally, poster campaigns have been sold in packages of panels.

Adshel’s fmcg package includes 2,500 panels per campaign.



However, the introduction of Postar - a new audience measurement system

for the outdoor industry - means poster contractors can measure the

number of people seeing each site.



Adshel’s marketing and sales director, Ian McComas, said most

advertisers want to buy their media on the basis of the size and type of

audience achieved. ‘Outdoor needs to deliver campaigns based on audience

delivery, whatever the time of year, status of panel illumination,

location and so on,’ McComas said.



He claimed this is the first time Postar has been adopted by a

contractor.



Three Adshel campaigns are being repackaged to reflect likely audiences.

The fmcg campaign will be sold on a delivery of 350 ratings, as will the

main road and high street offers, which were both packages of 2,000

panels.



Adshel will deliver the requisite number of panels to achieve these

ratings figures.