UK’s Posterscope develops digital OOH planning tool
UK out-of-home planning and buying agency Posterscope has introduced a new version of its Prism system for measuring and comparing digital-signage media.
Prism Screen 2.0 combines gross footfall with other factors to produce “impact scores” for digital out-of-home networks.
Posterscope says the tool makes a “hugely fragmented” market “simple and consistent”.
The Aegis-owned company – and its out-of-home innovations division Hyperspace – have been bullish about the prospects for the medium in Britain. Earlier this year, Posterscope forecast UK digital out-of-home revenue would nearly double from £35.7m ($54.9m) in 2007 to £69m ($106.1m) in 2010.
Posterscope itself claims to handle a 43 percent share of the total British out-of-home advertising market, both digital and non-digital, working for agencies such as Carat and ZenithOptimedia.
www.posterscope.co.uk
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