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Tuesday 11th May saw the much anticipated launch of JNOR in Northern Ireland. This landmark occasion will introduce the first ever industry recognised Outdoor research system to Northern Ireland and has been the result of a significant investment from Specialists and main Media Owners in the market. The database system, known as CAFAS (Coverage and Frequency Analysis System), will provide both planning and campaign analysis for a wide range of Outdoor Media formats within the Roadside, Transport and Retail environments. It has been created using two separate research systems which have been married together to create a detailed and robust audience delivery database.
The Outdoor Coverage & Frequency system is an extension of the research-based model already established in the Republic Of Ireland market, and is an important step forward for the Outdoor Media industry in Northern Ireland. In an industry where accountability is becoming ever more imperative, this intricate classification will provide clients with actual figures on the probable number of engagements (VAC or Visibility Adjusted Contacts) with their advertisements, not simply figures on likelihood of seeing an ad.
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