MRG One Day Conference: Knowing More About Outdoor
Helen Tridgell and Sue Cox of Postar along with Sally Gibson of More Group, spoke of the need for greater accountability in outdoor advertising at the MRG conference in London last week.
Tridgel, managing director of Postar, said that the outdoor industry was becoming increasingly sophisticated and the ability to provide planners with co-ordinated multi-format, multi-media campaigns was leading to a demand for efficient and effective accountability within the sector.
Postar’s training and development manager, Sue Cox, spoke of the Henley Centre Project, which examined the lifestyle of consumers and analysed their “mindset” to find out when they were in the mood to purchase. She said that the demand for this sort of research was growing due to the increasing number of clients wanting to know exactly what they’re getting for their money.