Postar prepares to launch new outdoor currency
The data has been developed from scratch and collected over six years at a cost of £19m. The new currency covers advertising boards on roads, tubes, railways and buses. It replaces the previous Postar99 currency.
To compile the data, a sample of 23,000 people were equipped with GPS technology to map their travelling history, which was then mapped onto a bespoke network of the country’s pathways by Ipsos MediaCT.
Postar said that the study was designed to include “all possible outdoor environments, the effect of illumination on audience figures and the effect of an advert being digital”. On top of this, historical eye tracking research from Birkbeck College at the University of London has been retained and expanded.
Postar managing director James Whitmore (pictured) said: “The study brings together several large sets of data, providing an enormous enlargement of the current understanding of out-of-home audiences. We are in a position to launch this rich data in February next year and now need to prepare the industry in an ordered and measured way.”

We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments