“Can we sort out the present before we grasp the future?”
In response to James Whitmore’s article Who will grasp the future? Donna Malone, business director at Ebiquity, says “can we please focus on getting the new [POSTAR] system on everyone’s desk tops and spend less time worrying about the next project”…
“Can we sort out the present before we grasp the future? When can we have sight of the new POSTAR?
We are in a situation where the outdoor industry has exploded in a plethora of premium digital and high impact sites yet there is no independent measurement of audience delivery.
Advertisers are investing millions of pounds in premium sites with no verification or justification.
Can we please focus on getting the new system on everyone’s desk tops and spend less time worrying about the next project, it feels as if it we have been waiting for this for years now and the release date keeps getting pushed back.”
I don’t see that the two things are mutually exclusive. Surely everything we do should be with an eye to the future?
I share the frustration at the time it is taking to create a replacement for the present version of Postar. We want it done and we want it right.
It is pioneering work. In many areas there is no route map to follow. For example, Britain is the first market to seek a measurement of the effect of digital and scrolling movement on likelihood to see. It is immensely complex. Just to look at the eye-tracking of digital ads we had to conduct three separate studies.
That said, the research and data inputs were all complete at the end of 2010. We are now working on the software that will allow access to the study as well as validating the outputs.