Audience Measurement Driving OOH Growth in Africa

Audience Measurement Driving OOH Growth in Africa

Audience Measurement Driving OOH Growth in Africa
Gurooh/OMC/Primedia Outdoor

A panel on Audience Measurement (GUROOH’s Gideon Adey, Trish Guilford from the Out of Home Measurement Council and Jorja Wilkins of Primedia Outdoor) outlined how the Council now has 30 members, with more expected to join this year, and  has established Road, an audience measurement media metrics currency, which can be used to plan campaigns. Wilkins provided several examples of how Road had made a big difference to campaign planning  and also had been used  to persuade “reluctant” advertisers to use OOH.