Step 1

The key factor for ascertaining whether a lamppost is suitable is whether it has advertising potential.

• This is basically a function of how many people view the ad on a regular basis, and how close the site is to centres of commercial activity such as shops, retail parks or leisure centres.
• Sites on busy arterial roads are also of prime interest because the opportunity to see an ad is far greater than on other roads, and is critical for raising general brand awareness. These roads do need to be frequented by typical shoppers or business people, rather than people in specialists trades such as tradesmen or truckers.