MATERIAL: case histories: maiden outdoor

Business Geographics have been working with Maiden Outdoor Advertising since 1995.

Maiden Outdoor are one of the largest outdoor advertisting contractors in the United Kingdom.

Business Geographics have supplied a range of MapInfo-based desktop mapping tools to support Maiden's geographical planning functions.

With several thousand poster hoardings, Maiden must help advertisers' target their copy in the most efficient locations.

Maiden use two techniques:

Profiling - using the MOSAIC geodemographic discriminator, 1991 Census data and BMRB's Target Group Index (TGI) Maiden can identify areas of the country with strong profiles or particularly heavy consumption of key products, services or media.
Proximity - using the Retail Locations database Maiden can plan campaigns around a large number of multiple retail and service providers.

Future developments may see the extension of these services to the web.

Contact: Tony Sellen (Business Geographics Limited)

Contact: Ann Jonas (Maiden Outdoor Advertising Limited)