Postar firm hits the ROADS

Developed with input from MediaVest's planning department, the enthusiastic reception the system has received from agencies, clients and media owners has re-ignited suspicion that Postar could be set for a revamp.

Poster Publicity's system enables planners to demonstrate an optimum cover level for a specified audience demographic using one or a combination of formats.

It allows for planning by level of coverage, optimum cover and/or cost per thousand.

Managing partner at Poster Publicity, David Tallis, said: "People are questioning the accessibility of Postar among media agencies.

"ROADS will allow outdoor to be viewed in a way which is compatible with other media and will ensure that audience delivery, rather than average panel rate, becomes the trading currency."

Concern has grown recently that, due to the presence of outdoor specialists, the sector has not been as integrated into the media industry as it could be.

Managing director of the Starcom MediaVest Group's Procter  & Gamble global business unit, Robert Ray, said: "From an agency point of view, I have been concerned for some time that people have been planning outdoor campaigns in a relatively nebulous way.

"ROADS breaks down old misconceptions of what makes a medium and heavyweight campaign, although it is not the be all and end all in its own right."

The launch of ROADS follows launches by rivals, including Portland Outdoor, of site evaluation systems that were accused of being subjective and devaluing the Postar currency.