Viacom appoints Gmap Consulting to pinpoint best ad locations

by Sarah Woods, Brand Republic 08-Aug-06, 07:30

LONDON - Viacom Outoor has appointed data firm Gmap Consulting to fill its location and planning needs, following a four-way pitch.

The agency will analyse the characteristics of London Underground's passengers in an attempt to identify the best locations to suit each individual advertising campaign.

Viacom is using the company's tool, Microvision, to gain a thorough insight into local passenger traits. The Microvision local consumer database will be used to add value to outdoor advertising campaigns by recognising the best areas to suit each individual drive.

Gmap Consulting has been handed the catchment definitions for each of the 275 tube stations in London. Inclusion of business data has enabled Viacom outdoor to analyse the size, type and number of businesses located within particular station catchment areas.

Steve Cox, strategic planning director of Viacom Outdoor, said: "We are always looking for new and innovative ways to help our clients achieve maximum return on investment from their advertising campaigns.

"By using the power of Microvision to harness both consumer and business data we have been able to add real value to our client proposition."

Kirk Dobie, managing director of Gmap Consulting, said: "It is great to see our flagship product filtering into a diverse range of sectors and this is a classic example of how Microvision can assist above-the-line advertisers."

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