The South African Out of Home Measurement Council (OMC) has announced the release of the national Roadside Outdoor Audience Data (ROAD) currency.
The ROAD currency delivers reach, frequency, GRP, impacts and CPM metrics by outdoor panels across South Africa, affirming Out of Home’s significance within the media.
The roll-out of the data commenced in July 2016 in Gauteng and over the last six months, OOH Audience data for the rest of the country has been calculated by CUENDE using MÉTRICOOH technology and methodology. Now the National data has been released for use through the Quantum software licensed by Telmar.
The ROAD data will be released annually and, within the next six months, the 2016 fieldwork data will be incorporated into the currency to further complement the existing national data.