Outdoor Tool To Speak Planners' Language

Arbitron is working with Interactive Market Systems (IMS), a provider of advertising information systems, to market 'Outdoor Navigator', a new outdoor and out-of-home media planning and evaluation tool.

Outdoor Navigator is designed to help agencies and advertisers plan outdoor advertising using the same tools and terminology used to evaluate other media. It can evaluate outdoor schedule delivery for more than 480 demographic breaks across Nielsen's 210 TV markets, and Arbitron's 287 radio markets. Clients can also export data into MediaMix, an IMS application that calculates multi-media reach, including TV, print, radio, Internet and cinema.

Arbitron offers a wide range of services for outdoor companies, with other recent extensions and trials including the Atlanta Outdoor Ratings service, analysing local traffic counts together with data from a panel of people carrying GPS devices. IMS has worked on outdoor measurement in Canada, developing the COMB Navigator tool in conjunction with the Canadian Outdoor Measurement Bureau.

'Many media outlets suffer from fragmentation, consumer avoidance and slow audience growth,' explained Joanne Van der Burgt, IMS Executive VP, North American Sales & Services. 'While outdoor advertising remains essentially free from these issues, agencies have found it difficult to evaluate outdoor with the tools they use for other media. IMS Outdoor Navigator will help place outdoor on an equal footing with other media.'

Bill Rose, Senior VP of US Media at Arbitron, added: 'If you are not on the plan, you won't be on the buy. Outdoor Navigator is a crucial step since it enables agencies to evaluate outdoor advertising using the planners' terms and language.'

IMS is online at www.imsms.com and Arbitron Outdoor at www.arbitron.com/outdoor_companies/home.htm

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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