Telmar Unveils New Comprehensive Reach and Frequency Planning System

NEW YORK, June 29 /PRNewswire/ -- Telmar unveiled its long-awaited Telmar's Outdoor Planning System (TOPS) at the OAAA in Chicago providing data analysis and planning functionality for a robust line up of both traditional and non-traditional Out-of-Home media formats. TOPS has been designed to incorporate new industry research data, including GPS, while at the same time strongly supporting the role of the Traffic Audit Bureau for Media Measurement (TAB).

"Wow! This is what we have been waiting for! We need to be able to get all the new formats onto our plans. There are so many new data sources and methodologies, this is a huge leap for out-of-home!" said Joel Balcita, Zenith, Associate Director of Out of Home.

TOPS supports Bulletins, Posters, 8-Sheets, Transit Shelters, Kiosks, City Panels, Permanent Structures; Walls, Airport, Downtown Street Furniture, Bus, Taxi, Malls, Sports Stadiums, Specific Billboard Locations.

Telmar's methodology employs a number of industry acceptable implementations such as Gamma-Poisson, Beta, and proprietary modeling. Telmar's methodology provides for custom fitting all data types, media, and available data points. In addition, the use of VAI estimates may be applied to any audience or reach estimates.

Telmar's Outdoor Synergy, the most widely used outdoor software, has been used by operators, agencies and advertisers for the past 15 years in compliance with all known industry standards and initiatives. The new TOPS system builds upon this already strong franchise. "Reach, Frequency and Cost efficiencies for Clear Channel's diverse formats such as Malls, Taxis, and Airports can now be evaluated on an even playing field with other media," added Andrew Marcus, VP Research for Clear Channel.

Telmar, a 36-year strong data independent media systems provider, develops software with operator/agency driven functionality to facilitate the planning and marketing for Out-of-Home media, and is neutral to data ownership. For more information, Contact Clare Harris Panno, SVP, Director of Out-of-Home, at (212) 725-3000, or http://www.telmar.com/.