Telmar wins software task for revamped Postar planning system

Telmar’s appointment is said to mark a key stage in a £10m investment to upgrade Postar’s research capabilities, with GPS technology being used to track consumers’ journey patterns and the posters they see.

“Set to go live in 2010, planners will be able to access the detail provided by 10,000 weekly GPS travel studies, increasing the accuracy of out-of-home measurement and providing sophisticated audience targeting tools from subscribers’ desktops,” Postar said in a statement.

Managing director James Whitmore added: “We were particularly impressed by [Telmar’s] ability to combine the expected reach and frequency calculation with a geographic informaiton system and an inventory browser that allows automatic selections of panels based on the desired level of communication.

“Users will be able to plan across environments and will have the ability to optimise campaigns against specific target audiences. The new software will play a critical role in providing access to the data generated about journey patterns and out-of-home media.”

Ipsos Mori is handling the fieldwork for the revamped measurement system, with GPS devices provided by Czech firm MGE Data.