Research New Planning Tool

London, 27th August 2009

Postar appoints Telmar in move set to transform outdoor planning.

In a move that is set to transform the planning process for outdoor, Postar, the UK’s audience research body for out-of-home, has today awarded the contract for its planning systems to Telmar. The company was selected following a keenly fought competitive tender.

Telmar’s appointment marks a key stage in the £10 million investment programme into Postar that harnesses the power of handheld GPS technology to track consumers’ precise journey patterns and the posters they see. Set to go live in 2010, planners will be able to access the detail provided by 10,000 weekly GPS travel studies, increasing the accuracy of out-of-home measurement and providing sophisticated audience targeting tools from subscribers’ desktops.

James Whitmore, Managing Director of Postar said, “Telmar was chosen for the task following a competitive tender, winning over the committee with their forward-looking plans for outdoor planning. We were particularly impressed by their ability to combine the expected reach & frequency calculation with a GIS system and an inventory browser that allows automatic selections of panels based on the desired level of communication. Users will be able to plan across environments and will have the ability to optimise campaigns against specific target audiences. The new software will play a critical role in providing access to the data generated about journey patterns and out-of-home media.”

Alex Maddox from Telmar said, “Telmar is thrilled by Postar’s appointment. We have huge respect for Postar’s history of outdoor research leadership and will fully support that leadership with the world’s most advanced, professional and user friendly outdoor planning and buying system and ongoing support.

To ensure a successful delivery, Telmar has combined its outdoor research modelling, systems development and support services with that of the Cuende organisation, a leading Outdoor technology developer. “

The new system is expected to provide some of the most detailed geographic information systems, based on the NAVTEQ road network that currently power some of the most sophisticated satellite navigation systems in the world. This will be enhanced by adding additional layers of GIS about malls, railway stations, London Underground and airports.

Telmar is the world-leading supplier of computer based advertising media information services. Telmar clients include many of the world's leading advertising agencies, publishers, broadcasters and advertisers.