Magazine article Marketing

ISBA Backs Barcodes to Verify Posters

Magazine article Marketing

ISBA Backs Barcodes to Verify Posters

Article excerpt

The Incorporated Society of British Advertisers is to test the use of barcodes on posters, to raise accountability in outdoor advertising to the standards of other media.

Outdoor is the only advertising medium lacking an effective verification system. The move means the outdoor industry will now be encouraged to introduce barcodes on posters and on contractors sites.

The codes can be scanned when posters are put up and the information transmitted to a central system.

Advertisers can then check that the correct number of posters went up at the correct time and in the right location.

ISBA's outdoor advertising committee, including representatives of Unilever, Bass and BT Cellnet, has been conducting research into the issue and is to meet before Christmas to discuss the results.

Bob Wootton, director of media and advertising affairs at ISBA, said this was likely to result in the committee members testing barcoding through their own companies' campaigns to determine the viability of the process. …

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