NEWS1 November 2012

Postar prepares to launch new outdoor currency


UK— Postar, the audience measurement body for out of home advertising, is to launch a new currency for the industry in February next year. A beta version is available to subscribers to give them time to familiarise themselves with the new data in the interim.

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.”