Primesight and the Outdoor industry delivers unrivalled accountability through Postar (Poster Audience Research)

Postar provides arguably the closest relationship between 'Opportunity to see' and 'actually seen' of any medium.

This means you get not only data on how many people have had the opportunity to see a specific poster campaign, but more importantly, a realistic estimate of the actual number of people who have actually taken that opportunity.

How is this done..?

Pedestrian & Traffic Counts across the UK
Postar provides realistic and reliable coverage and frequency estimates through traffic counts for 10,000 panels across the country. The data from these counts produces traffic and pedestrian estimates giving us gross audience per panel.

Accurate 'Eyes on Panel' figures
A visibility adjusted contact or VAC is the audience rating for an advertising panel. As such it is comparable to a television or radio spot rating. To calculate a VAC, it is not just a case of counting the number of people who pass a site and estimating those that will actually look at it. Postar also takes into account various factors such as the distance from the side of the road, illumination, the size of the structure and the angle of the pane to passing traffic to measure how noticeable a site might be.

The most common misconception of the research data is that VAC is a measure of a site's "quality". It is not. One panel having a higher VAC than another only signifies that it has a higher audience. For many reasons, the panel with the lower audience may well have a greater impact on those that see it.

Socio-demographic data

Postar carried out a travel survey of 7,500 people which tracked 80,000 of their journeys. These journeys were then matched to the location of actual poster panels to provide socio-demographic information on people passing poster sites. From this data we can work out the number of panels required to achieve coverage and frequency objectives for national, ITV area and conurbation campaigns.

Coming soon

In 2010, for the first time ever, new Postar will provide a unified currency for audience measurement across all the major outdoor advertising platforms. Buses, rail, taxis, retail and leisure data will be made available, alongside the existing data for roadside formats and the London Underground.

Central to the new Postar system is the innovative use of GPS technology. Consumers will be given handheld GPS devices that will track their exact movements, including brief trips to local shops, the gym or even the school run. This precise and comprehensive record of participants' journeys is expected to significantly increase the accuracy of estimated exposure to out of home advertising.

For more information please go to the Postar website: www.postar.co.uk