Postar, the audience measurement body for out-of-home advertising, has hired technical research consultants Katherine Page and Ivor Hussein to support its development process.The company uses innovative technologies such as GPS meters and eye-movement tracking devices to create an out of home advertising currency used by media agencies and media owners. This year Postar is planning to launch a new research model including inputs of traffic counts, travel surveys and panel audits.
Page will be responsible for understanding and judging all areas of technical development. In addition she will advise on the expansion of Postar to measure additional or new environments, monitor the quality of work and ensure that the outputs produced are compatible with other industry research currencies.
Page is also technical consultant to the British National Readership Survey (NRS) and the IPA TouchPoints Survey. Prior to becoming a consultant in April 2007, she spent nine years running the NRS contract at Ipsos MORI and has 25 years of media research experience.
Hussein has been reappointed as technical consultant and is now responsible for the validation of the new research data. He advised on the design and construction of Postar’s previous research.He has more than thirty years experience in media research and since 2011 he has been managing director at Sixth Sense. He was consultant technical director to IPA TouchPoints 1 & 2. Prior to his work at Sixth Sense he sat on the management board of Universal Media, and was research director of the Lowe Group and Western International Media.
James Whitmore, managing director at Postar told us “I am looking forward to two such experienced technical consultants joining the team. The broad knowledge of both is extraordinary and I’m sure they will have a high impact on our work.”
Page added: “I’m delighted to be working with POSTAR at this pivotal time, with the new currency imminent and many developments in the pipeline.”
Hussein said: “Out-of-home is the most difficult medium to measure with a raft of environments and different advertising formats needing to be brought together under a single comparable planning and buying currency. It is this that makes the new Postar such an exciting project to work on.”