POSTAR’s delivery system, supplied to contractors, specialists and agencies, provides audience data on about 100,000 roadside panels. The system uses this data to estimate how many (coverage) and how often (frequency) an advertisers target market will see an advertising campaign, using a sub-set of these panels, for a particular period of time.

By incorporating the Themapex hot/cold mapping module from Beacon Dodsworth into the system, the results can be mapped at TV region and local authority level with a maximum of four mouse clicks. Previously, any mapping had to be done by exporting the data into a mapping system and then displaying it – a much longer process.

Being able to flip quickly from map to poster selection makes it easier to plan a poster campaign, quickly showing where there are holes in the coverage and allowing corrective action to be taken.

Richard Holliday, Chief Executive of POSTAR said
“Making it so easy to map every poster campaign will shine a light into some very dark corners”

POSTAR have also purchased the Prospex GIS to carry out more sophisticated visualisation of the results of their audience research before they are incorporated into the delivery system for their clients.