Postar Reaches Launch Date

The POSTAR outdoor advertising research which replaces OSCAR I will launch at BAFTA in London on 30 April.

POSTAR has been almost two years in the making and cost over £1.6 million. The research provides the opportunity of developing a new audience-led currency for buying and selling outdoor media. This includes the introduction of a new method of “rating” the Visibility Adjusted Impact (VAI). This will give estimates of people who are likely to see a panel or campaign.

Christine Walker, Chief Executive of Zenith Media, commented: “POSTAR is a highly flexible research system which brings considerable accountability to the medium. Agencies will be able to define much more closely the audiences being bought and use this information to make much sharper outdoor media decisions and even fine tune campaigns.”

Outdoor Advertising Association: 0171 637 7703