Kinetic To Launch Out Of Home Effectiveness Study

Outdoor advertising specialist Kinetic is to launch a new study into consumer consumption and interaction with out of home media, utilising GPS technology to determine how best to target outdoor campaigns.

The study, dubbed Kinetic People, is being spearheaded by the company’s new senior analyst, Daryl Bloomfield, who has been promoted to the position within the firm’s Immediate Intelligence division to bring skill-sets and new resources.

Bloomfield will report to Mick Ridley, managing director of Immediate Intelligence, and will be responsible for managing analysis across a wide range of planning systems, which include geo-demographic and geographic profiling, direct response allocation, as well as retail and census analysis.

Commenting on the appointment, Ridley said: “The expansion of Immediate Intelligence is driven by Kinetic’s full commitment to helping our clients reach the moving world. Only through robust analysis of consumers in the out-of-home environment, using the latest tools and market-leading expertise, can the industry realize its full potential. Kinetic is delighted to be at the very forefront of this movement.”

Initial work on the Kinetic People project will include development of an electronic diary system, used by a pool of respondents and utilizing GPS technology to record their exact positioning at the time of exposure and interaction with outdoor media.

Kinetic claims the study to be a media first, enabling its clients and agencies to gain “a more robust understanding of how people consume and interact with out-of-home media, how they behave when they are out-of-home and, ultimately, how best to target them.”

Kinetic: 0207 544 4600 www.kineticww.com