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People waiting to take the theory part of their driving test are

about to find themselves the target of marketing and data collection

campaigns.

The Telegraph Group has signed a deal to gather information from the 1.3

million people aged between 17 and 40 who take the test every year.

The theory tests, introduced last year, offer a perfect opportunity for

data-capture, as candidates have an approximate 20-minute wait before

being given their results.

Candidates taking the test will be offered an opt-in screen at the end

of the exam. Those who choose to opt in will go through to a basic data

- capture programme, which leads on to a more detailed data-capture

form.

Family and friends who come along to support those taking the test will

also have a chance to fill in the forms.

The programme, which is being managed by Boomerang International

Relationship Marketing, kicks off in January. It will result in the

compilation of a detailed lifestyle survey and is also intended to

transform test centres into media platforms by offering poster and

point-of-sale opportunities and a dedicated Driving Standards Agency

(DSA) magazine, called XL, which is being produced by Boomerang.

The Telegraph Group is already discussing opportunities for new activity

with its existing advertisers.

David Cole, head of database management at The Telegraph Group, said:

’This deal will open up a new audience of up to 1.3 million young people

every year. We expect that many companies will see the advantages of

this unique exercise, particularly in targeting the under-30s market.’