strada is a new approach to audience profiling. Launched January 2007 it provides a planning and research tool that offers a unique insight into the movement of people across Great Britain. This allows us to profile different potential audiences across multiple destinations (whether they be billboards, bus sides or shopping centres) and varying time periods.

Moving away from previous audience profiling methodologies that used limited site research to categorise all sites, strada adds detail by understanding audiences' reasons and motivations for travel; mode of transport; and crucially their origins and destinations.

strada finds itself spearheading a new way of defining audience data that looks at:

individual advertising panels (billboards, bus stops, bus sides etc), not just TV regions.   detailed demographics, not just broad overviews.   new elements of defining audiences, such as propensity to spend data.   new ways of evaluating sites, providing audience catchments for each site and a break down of audience by journey purpose.   the impact of time and variations by:     season.     day part.   forecasting the value of sites:     what happens in 5 years when new shopping centres and road changes have been developed?     what impact will they have on your site?     where else should you be looking to develop?

To learn more of the models that sit behind strada please see the how it works page. To see how this product has already been used please see the case study pages. Alternatively to speak to some one directly, please see the contact us page.