More O’Ferrall Unveils Postaweb

More O’Ferrall has launched an online proof of posting system for billboards, designed to bring greater accountability to the outdoor industry.

The Postaweb measurement system aims to provide agencies and advertisers with photographic proof of posting by allowing them access to an online picture library showing the time and date that each of their billboards was posted.

The service will initially include all More Squares (see More Group Launches New Poster Formats), Golden Squares, Rollervision and backlights and will extend to all 96 sheets in the spring of 2002 and all sheetage by the end of 2003.

Managing director of More O’Ferrall, Jonathan Lewis, said: “Postaweb will set the industry standard for proof of posting. Outdoor’s efforts to grow to being a 10% medium require greater accountability and Postaweb is a significant step in this process. We very much hope that other outdoor owners will follow suit.”

Rob Rosenthal, managing director of Outdoor Focus, emphasised the industry’s support for the initiative, adding: “This is a demonstration to advertisers that the outdoor industry is intent on providing a solution to the problem of accountability within the medium. Postaweb offers clients a high level of accountability for the minimum of effort.”

The Outdoor Advertising Association predicts that the sector will continue to outperform the rest of the industry in the face of the worsening economic climate (see First Half Revenue Rises For Outdoor). However, speaking at the MRG one day conference earlier in the month, Neil Eddleston, managing director of JCDecaux Worldlink, stressed that greater accountability within the medium was vital to its development (see MRG One Day Conference: The Sutton Study).

More Group: 020 7287 3303 www.moregroup.com

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