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Postar Aims for Out-Of-Home Measurement Currency
In the UK Postar, the audience research body for the out-of-home ad sector, has commenced a project to measure all out-of-home media, using GPS technology to record consumers' travel patterns and ad exposure.
The contract has been awarded to a consortium comprising Ipsos MORI, the Czech company MGE Data and the University of London. Postar says that the new research will provide a 'unified currency' for audience measurement across all platforms, with buses, rail, taxis, retail and leisure making their debut, alongside all roadside formats and the London Underground.
Around 20,000 participating consumers will be given handheld GPS devices that will track their movements, significantly improving the accuracy of out-of-home measurement.
Postar MD James Whitmore explained: 'After extensive evaluation we believe this new GPS tracking system will provide highly accurate measures of all out of home formats, including new digital formats. It will also 'future proof' Postar's research going forward.'
Richard Silman, Chairman of Ipsos MORI said that out-of-home will form a new division that will sit alongside its radio, print and TV measurement contracts, such as the project it was awarded by BARB (Broadcasters Audience Research Board) in December to provide UK TV audience measurement currency (www.mrweb.com/drno/news7729.htm ).
Postar (Poster Audience Research) first published data in 1996 and is on the web at www.postar.co.uk. The consortium members are at www.ipsos-mori.com , www.mgedata.cz/en and www.lon.ac.uk.
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