Daily Archives: March 11, 2013

Relaunch of Postar as Route heralds a revolution for outdoor media

On 26 February, Postar unveiled its new out-of-home audience research system and announced its re-launch as ‘Route’

The audience research body for outdoor advertising in Great Britain invested £19 million into investigating how the British public consumes outdoor media and is finally able to give the medium a people-centric view.

The research study, undertaken by Ipsos MediaCT and MGE Data, a GIS specialist based in Prague, used a fieldwork sample of 28,000 people to conduct the study, recording a total of 19 billion individual GPS records over the course of 9 days; the largest GPS travel survey to ever take place.

The video below shows how the new Route data was collected:

What this means for advertisers is that the door is now open to trading by audience in the future – The new research has been designed around hyper-local geography which makes it possible to plan by town, choose from 24 conurbations or the 14 BARB areas. In addition, it is now also possible to plan and trade by day-part.

One part of the original Postar does survive – the pioneering eye-tracking research that was developed by Birkbeck College, London. However, this has now been extended in order to examine in more detail how people see the world.

In particular, significant effort was made to understand the relative visibility of ads in specific environments. For example, what is the visibility of buses to people in cars compared to those walking on the pavement? Route also seeks to take into account the effects of illumination and motion (such a scrolling displays and digital formats) on the visual impact of these formats.

Route encompassed a range of outdoor environments when conducting the study, including airports, buses, the London underground and shopping centres, revealing that in an average day, a person will see approximately 27 roadside posters, 14 bus advertisements and 74 ads with each tube journey that they take.

It was also revealed that the average distance that a person will travel out of home per week is 241km at an average of 19.94 km/h. Men both travel farther and faster than women.

The research can be broken down into demographics, including age, class and lifestyle, giving a greater insight into the way in which people view and are affected by outdoor advertising

Glenn Wilson, managing director of Posterscope, has forecast that the new technology will allow advertisers to bring more innovative approaches to outdoor planning, as well as better accountability and more sophisticated reporting. It will also allow for greater integration with other data sources, both industry and proprietary, allowing more holistic evaluation of campaigns.

Road, bus and tube data is available immediately, with rail and retail coming soon and airports ready by the end of the year.