POSTAR Announces Significant New Investment Plans
POSTAR has announced a significant increase in its investment in audience research for out of home.
For the first time, POSTAR will measure all OOH media and use GPS technology to accurately record consumers’ travel patterns and exposure to out of home.
The new POSTAR research will provide a unified currency for audience measurement across all the major OOH platforms.
Buses, rail, taxis, retail and leisure will make their debut on POSTAR, alongside all roadside formats and the London Underground.
Central to the new system is the use of GPS technology. Consumers will be given handheld GPS devices that will track their exact movements, including brief trips to local shops, the gym or even the school run.
POSTAR has appointed Ipsos MORI as its preferred partner. Under the contract, the audience research sample size will be trebled from its current base to 20,000 people. The GPS technology will be provided by leading Czech company MGE Data, who have similar contracts in other parts of Europe.
James Whitmore, managing director of POSTAR, said: “POSTAR already has an enviable reputation for being the ‘best in class’ in terms of audience measurement systems used around the globe.
“After extensive evaluation we believe this new GPS tracking system will provide highly accurate measures of all out of home formats, including new digital formats. It will also ‘future proof’ POSTAR’s research going forward.”
Jeremy Male, chairman of the OAA, added: “The significant investment in POSTAR reflects the increasing breadth of the medium, the growth of the out of home audience and the confidence of the industry in out of home’s continued importance to advertisers’ communication plans.”
POSTAR: www.postar.co.uk