The new service, Signposter.com, will showcase a range of outdoor sites drawn from major national contractors, including Titan Outdoor and JCDecaux, with the aim of promoting the medium to small-scale advertisers. It is set to launch at the end of April.
Titan Outdoor is understood to have earmarked 750 panels from its existing national and local divisions – a total of 7,954 panels – to form a third division, provisionally called Titan Direct.
A senior outdoor source told Media Week that Signposter.com would allow buyers and sellers to trade inventory in a similar fashion to online retailer Amazon.com.
The source said: “The site is for local advertisers, at a time when advertising is becoming increasingly targeted. So, if you own a chip shop in Frinton-on-Sea and you have never advertised on posters, it’s a chance to break through.”
The site will also give contractors another means to market and sell sites that prove unpopular with larger, national brands and would otherwise fall out of the market.
The source said the closest thing to Signposter.com on the market at present is Getmemedia.com, an online directory of marketing ideas for planners and advertisers.
The Getmemedia directory allows agencies and advertisers to search by demographic or life-stage group, and to view the results by media route, date or price. It is billed as a “neutral” tool that lists search results based on relevance, and is backed by both Isba and the IPA.
In the latest quarterly panel audit, published in February by outdoor audience research body Postar, Titan’s installed base of panels fell to 7,954 from 8,842 in November.
Some fluctuation in quarterly data is normal, however. The number of JCDecaux panels were up by 333 to 9,739 panels in February, while Clear Channel lost 90 panels, giving it a total figure of 6,288 panels.
Titan Outdoor is understood to have earmarked 750 panels from its existing national and local divisions – a total of 7,954 panels – to form a third division, provisionally called Titan Direct.
A senior outdoor source told Media Week that Signposter.com would allow buyers and sellers to trade inventory in a similar fashion to online retailer Amazon.com.
The source said: “The site is for local advertisers, at a time when advertising is becoming increasingly targeted. So, if you own a chip shop in Frinton-on-Sea and you have never advertised on posters, it’s a chance to break through.”
The site will also give contractors another means to market and sell sites that prove unpopular with larger, national brands and would otherwise fall out of the market.
The source said the closest thing to Signposter.com on the market at present is Getmemedia.com, an online directory of marketing ideas for planners and advertisers.
The Getmemedia directory allows agencies and advertisers to search by demographic or life-stage group, and to view the results by media route, date or price. It is billed as a “neutral” tool that lists search results based on relevance, and is backed by both Isba and the IPA.
In the latest quarterly panel audit, published in February by outdoor audience research body Postar, Titan’s installed base of panels fell to 7,954 from 8,842 in November.
Some fluctuation in quarterly data is normal, however. The number of JCDecaux panels were up by 333 to 9,739 panels in February, while Clear Channel lost 90 panels, giving it a total figure of 6,288 panels.
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