Telmar Strikes Global Alliance, Introduces New Outdoor Media Planning System

At a time when Madison Avenue appears obsessed with all things digital, a leading provider of media planning, flow-charting and research systems is announcing a major innovation in the way agencies can plan media buys in outdoor media. New York-based Telmar Group, a top provider of media planning systems to many agencies, has announced an alliance with Cuende Infometrics, Spain's leading outdoor software engineers and developers, to integrate their systems into a new outdoor media planning platform.

The new system, dubbed TOPS 2.0, is a global version of Telmar's existing TOPS outdoor planning system, which has been used in the U.S. marketplace for the past 10 years by out-of-home media market leaders such as Clear Channel Outdoor, JCDecaux and CBS Outdoor, as well as most of the big agencies serviced by Telmar.

The initiative is another indication of the rapid maturation of the out-of-home media marketplace, giving multinational advertisers and agencies the ability to plan it as part of a global media strategy.

Telmar said the alliance will enable out-of-home media shops to seamlessly adapt their plans to the local outdoor measurement systems in any market.

The move comes as Telmar is close to delivering a new "eyes-on" outdoor media modeling system based on the Traffic Audit Bureau's new "eyes-on" methodology and database.

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