Billetts Launches Outdoor Tracker

The Billetts Consultancy this week launched an outdoor evaluation tool called Outdoor Tracker to help advertisers overcome what it sees as the poor distribution practices of many poster contractors.

Examples which Billetts identified included an instance where the same poster for a client had been run side by side on the same road, therefore reaching exactly the same audience, while in another a client targeting a small audience was compromised because the packages they bought were heavy in areas where the target audience was light.

Billetts also said that buying the best sites at the best prices is tantamount to “wasted effort” if the sites bought are damaged, not posted or do not even exist. It used the example of contractors allowing for damaged sites by overposting the campaign from the start, saying that advertisers must always question the quality of the additional sites.

Outdoor Tracker aims to: identify whether campaigns have been underposted in key areas; compare the distribution of sites with the spread of a client’s business; determine how well a campaign fulfills marketing objectives; highlight any weaknesses and spot opportunities to improve value and make outdoor spend accountable.

Billetts: 0171 734 3455