Adshel adopts audience data to drive sales

Adshel is to become the first UK poster company to start selling its poster sites by audience figures rather than by the number of individual panels.

From April next year, three of its main national packages will be reformulated to take account of the audience ratings it gets from the new Postar research system.

The Adshel FMCG 2,500, its Main Roads 2,000 and its Local Shopping 2,000 packages will be replaced with a visibility adjusted index (VAI) rating from the Postar system.

It means the number of sites in any one package will now vary depending on the time of year.

They will all be given a consistent 350 VAI rating. This, says the company, will translate into 2,000 to 2,500 panels for each campaign. The main change will be to give all the UK’s regions more equal audience ratings.

Adshel has also created a number of smaller packages, which will continue to be sold by number. Five packages – Premier, Bank & Building Societies, Off Licences, CTNs and Families – will be sold as 500 panels because of the specific value of their component panels.

The More Group intends selling its larger size billboards by audience when other contractors do the same and create a currency agencies are used to.

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