Viacom Outdoor Choose MICROVISION to strengthen their Advertising Proposition

Following a 4-way pitch, GMAP Consulting, the Market Intelligence arm of the Skipton Information Group and sister company of EuroDirect, has won a contract to provide Viacom Outdoor with MICROVISION, their flagship market analysis and targeting tool.

The Viacom Outdoor is the UK 's leading transport media sales company offering a wealth of advertising and sponsorship opportunities. Covering the UK 's buses, London Underground, Docklands Light Railway, major tram, national rail and coach networks, Viacom Outdoor offer their clients a compelling media proposition for effective advertising campaigns.

Viacom Outdoor have taken MICROVISION to obtain a thorough understanding of the local catchments around each of the London Underground Stations. This will enable them to add value to their client propositions for outdoor advertising by allowing them to develop bespoke Marketing Insight Packs for their clients, identifying the best locations for each campaign.

For Viacom Outdoor, MICROVISION has been pre-loaded with catchments definitions for each of the 275 tube stations in Greater London alongside a wealth of both consumer and business intelligence. Inclusion of Blue Sheep's business data has enables Viacom Outdoor to analyse the size, type and number of businesses located within particular station catchments. In addition the inclusion of EuroDirect's consumer CAMEO classifications means that Viacom Outdoor can readily understand the residential and workplace demographics of these areas.

MICROVISION enables the quick and easy production of catchment maps, reports and proximity analyses and allows users to benchmark tube stations along individual lines to rank them by their market potential for each particular promotion.

Steve Cox, Strategic Planning Director of Viacom Outdoor comments: "We are always looking for new and innovative ways to help our clients achieve maximum return on investment from their advertising campaigns. By using the power of MICROVISION to harness both consumer and business data we have been able to add real value to our client proposition."

Kirk Dobie, Managing Director of GMAP Consulting adds: "It is great to see our flagship product filtering into a diverse range of sectors and this is a classic example of how MICROVISION can assist above-the-line advertisers."