The Outdoor Measurement Council releases the latest ROAD Survey

The Outdoor Measurement Council is releasing ROAD this February. The data collected over a period of three years will allow media practitioners to provide improved mythologies as well as consumer audience metrics.

The new audience data covers three years of face-to-face consumer interviews, resulting in a host of insights. ROAD is one of the largest sets of research in the market with a sample of 45 000 respondents.

ROAD aims to provide accurate insights and audience metrics to the industry. It is a core objective of the OMC to support growth in spend in out of home (OOH), and to assist with education around improved methodologies and consumer audience metrics.

“We are so excited to be sharing these latest OOH insights with the media and advertising industry, and we’re proud to be introducing our international guest speaker from the United Kingdom, James Whitmore, managing director of ROUTE,” says OMC’s general manager, Trish Guilford.

Whitmore has years of media experience and is a research specialist in the OOH industry. He will share insights and experiences concerning the launch of a media currency.

According to the OMC, it has many insights and discerning audience metrics to share, including revealing a first to market for OOH media planning. “This will enhance our offering and allow for media agencies and media owners to plan and deliver audience insights around a host of criteria, resulting in a reduction of planning time in selecting sites, all the while optimising core planning areas for clients,” adds Guilford.

“We will also be sharing our industry planning guidelines, which will assist all users when evaluating OOH schedules. We encourage all marketers, and our media agency and owner partners to attend these presentations, where we’ll elaborate on these exciting offerings,” Guilford concludes.

The Johannesburg roadshow will take place on Wednesday, 13 February at the Bryanston Country Club, with the Cape Town leg being hosted on Friday, 15 February at The One and Only at Cape Town’s Waterfront. Interested parties can email chirene@owlhurst.com for details.

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