New tool to monitor billboard usage

Postermark's Prism Benchmark Tool has monitored rates paid on out-of-home over a three-year period. It is now claimed to have the ability to distinguish which months have the highest billboard usage, thus enabling the company to negotiate lower rates during quieter months. Furthermore, it is said to allow the company to calculate what rates their clients should be paying on any format, which media owners are the most cost-effective, as well as optimal timings and which formats to use.