ISBA Conference: Outdoor Action Group

Sheila Lamport, Media Communications Manager at Allied Domecq gave an update on events concerning the Outdoor Action Group.

She commented:

“It’s great to be able to talk to you today about posters at a time when the industry has never been in a better shape.”

She justified this by saying that the overdue investment in research and a move towards higher accountability were being rewarded with a very respectable growth: this should continue as POSTAR gives more opportunity to optimize the use of the medium.

It was also pointed out that sometimes ISBA may be seen as a negative force which obstructs contractors looking to grow their business. Sheila Lamport assures everyone that although ISBA sometimes takes action to preserve independence and competitiveness in the market, its main concern is not to oppress, but to create a harmony between businesses and all parties involved.

It was stressed that the OAA have done an excellent job introducing POSTAR to the industry (Newsline 30/04) with main improvements over OSCAR being a ten times greater survey, true measure of OTS, the involvement of scientific study, the measure of cover and frequency being affected by dispersion and the joint industry collaboration.

Accountability has been a great asset with the introduction of bar coding on sites, a simple and cheap way in which contractors can provide overnight proof of posting which may be used with increased effect on buses and other transport media.

The speech concluded by Sheila Lamport stating:

“…I can’t believe that having got POSTAR to the market that we can’t go on to deliver exactly the same sort of added value to outdoor as the RAB do for radio.”