Postar To Launch Free Online Pre-Planning Tool

Postar, the roadside measurement system, is to introduce a free online pre-planning tool when it relaunches its website. The tool, called Postar Lite, is designed to give an overview of the industry’s various players, stock and innovations accessible to those who would ordinarily find the full Postar service above their requirements.

Managing director Helen Tridgell explained that in order to broaden the access across agencies, the system would act as a “pre-planning” tool to be used by planners alongside outdoor specialists.

Users will be able to enter their clients’ marketing requirements using fields such as target area and audience, TV regions, month, duration and panel size. Postar Lite will then predict the result of the campaign.

The new service is part of an effort by Postar to help increase the revenue share of outdoor to a target of 10%. “To do this we need to make sure people are working and thinking ‘Outdoor'”, says Tridgell. In addition the group is in “active talks” with contractors beyond roadside such as TDI, with the aim of eventually fusing research under the Postar umbrella, therefore allowing planners who wish to mix outdoor media to access an overall picture. It is hoped that this will be achieved by the end of 2002, consolidating data for around 90% of outdoor opportunities, in contrast to the 60-70% currently covered by Postar.

The new website will launch tomorrow, and will also include links with member contractors’ sites, news updates and presentations.

Postar: 020 7479 9700 www.postar.co.uk

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