The move is part of a £10m investment programme to modernise and update Postar’s systems and increase the accuracy of out-of-home measurement.
When the system goes live in 2010, media planners will have access to more sophisticated targeting tools and be able to interpret the data collected from 10,000 weekly GPS studies that track consumer journey patterns and the posters they see “in a way they can use,” says Postar managing director James Whitmore.
“Users will be able to plan across environments and will have the ability to optimise campaigns against specific target audiences. The new software will play a critical role in providing access to the data generated about journey patterns and out-of-home media,” says Whitmore.
The system will provide access to detailed geographic information systems (GIS) combining data based on the NAVTEQ road network, which is currently employed by satellite navigation systems worldwide, and additional data about shopping centres and transport hubs including airports, train stations and the London Underground.