Maiden To Improve Accountability For Clients
Maiden Outdoor has begun fitting 24-hour performance monitors to all of its electronic scrolling posters, in an attempt to improve accountability.
The monitoring devices, which will also be fitted to Ultravision and Trivision posters, enable the outdoor contractor’s maintenance companies to immediately identify problems with power, illumination or the scrolling mechanism, meaning that faults can be rectified within hours.
The monitors work by continuously measuring the electrical current running through the panels. Using SMS technology any change is reported automatically to the service team to investigate and repair.
Commenting on the initiative, Maiden Outdoor’s marketing director, Ann Jonas, said: “Maiden has always sought to provide a high level of posting and service to our advertisers. Thanks to developments in communications technology, we have been able to launch an initiative that provides a still higher standard of site maintenance to our clients.
Speaking at ISBA’s recent Advertiser Conference, Alan James, chief executive of the Outdoor Advertising Association, said that improved accountability would be key to driving the growth of the medium over the coming year.
He explained that the current POSTAR system would be expanded to include new digital formats such as Viacom Outdoor’s cross track projection system and confirmed that the industry was working towards a new web-based poster accountability system (see OAA Working Towards Ad Verification System).
He said: “The outdoor industry is constantly moving forwards. We are the last true broadcast medium and the first port of call when it comes to new ideas.”
Last week Maiden Outdoor announced its full year results showing a pre-tax loss of £1.1 million during 2002, down from 0.2 million in 2001. Group sales increased by 2.3% to £82.1 million during the same period, but chief executive, Ron Zeghibe, said that he remains cautious about prospects for the rest of the coming year (see Maiden Expands Transvision Network But Profits Dip).
Maiden: 020 7838 4000 www.maiden.co.uk
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