Outdoor advertising planning made simple


Most public sector marketers will, at some point, have purchased outdoor advertising as part of a marketing campaign.

I suspect the majority, me included, didn’t have the luxury of a media agency to do media buying for them so would have dealt directly with the usual outdoor media suppliers.

Not having an in-depth knowledge of the local area, I’ve always struggled to visualise where particular 48 sheet or 6 sheets sites are from the postcode-based listings provided by suppliers.

The other day I spotted the signposter.com website – you just pop in your postcode and the media type you’re interested in, and it returns a listing of local sites, their footfall figures, costs (should you buy through the website) and a map with the locations plotted. A fair few sites also have pictures of the actual outdoor advertising board itself.

This makes local outdoor advertising buying easy when you’re buying a few sites in a targetted area, which is what I suspect most councils do.

The website was launched earlier this year and claims it can provide 98% of all outdoor poster sitres. It allows you to purchase inventory from suppliers including JCDecaux, Clear Channel, Titan Outdoor, CBS Outdoor and Primesight.

I haven’t done any benchmarking on price to see how prices compare to the negotiated prices that you’d get if you purchased directly from the supplier, but the website certainly simplifies the outdoor advertising planning process if nothing else.