NEWS21 August 2012

CBS Outdoor UK launches London Worker Planning Tool


UK— Advertising firm CBS Outdoor UK has launched a qualitative study that examines the behaviour of London workers so they can be targeted and understood by advertisers.

The new London Worker Planning Tool collects information from a panel of 3,000 London workers such as where they are spending their time, the areas they work, transport usage, media consumption and shopping behaviour.

CBS claimed that the survey will help companies better understand people that are “drawn” to the capital for employment.

The firm worked in partnership with Dipsticks to develop the research, which is made up of an in-depth questionnaire of 70 questions. CBS broke respondents down into eight worker segments.

Simon Harrington, marketing director at CBS Outdoor UK, said: “The London Worker Planning Tool continues to underpin CBS Outdoor UK’s expertise in urban audience engagement. This is an industry first in terms of offering advertisers a media neutural way of targeting the 700,000 London workers who live outside the capital.”