During last week ROAD (Roadside Outdoor Audience Data), the OOH Audience system of South Africa, was presented in three diferent events in Durban, Cape Town and Johannesbourg. Answering to OMC invitation, the Advertising industry executives and journalists filled up the three events.
The players collaborating through the OMC to achieve this are JCDecaux (former Continental), Primedia Outdoor, Ad Outpost and Outdoor Network, representing about 75% of all sites countrywide.
The new system was designed by CUENDE Infometrics with the collaboration of Ask Afrika for fieldwork, the technical oversight of Kuper Research . It combines various elements including traffic flows, satellite imagery and travel patterns to form a comprehensive traffic model, which when combined with the location of all media owner billboard panels, creates an accurate representation of OOH audiences.
ROAD has been described as an “highly ambitious and technically difficult research project and the deployment of state-of-the-art technology that rivals Google’s” by journalist Justin McCarthy of The Media Online.
CUENDE Infometrics and Telmar has introduce a new software into the South African market for OOH media owners. Quantum will enable to upload their inventories on to a map and calculate the corresponding frequency and reach-on-the-fly. The software includes mapping capabilities, geomarketing and campaing planning optimitation tools.
This innovative research has attracted news coverage that reflects the strong interest of the South African market in the system.
- Business Day: http://www.bdlive.co.za/business/innovation/2016/05/24/innovative-ways-to-get-the-message-across.
- Media Update: http://www.mediaupdate.co.za/marketing/106110/outdoor-advertising-in-south-africa-now-has-reliable-measurement-data.
- The Media online: