This year we will be running a panel discussion at the Africa Forum in Cape Town highlighting the need from clients and agencies for metrics to value OOH delivery and to plan OOH alongside other media. We also hear the story to date on building and delivering ROAD and the plans ahead – the discussion will give insight and tools for other territories that are planning to embark on the journey to develop OOH audience metrics.
Investing in OOH Audience Measurement is seen globally as one of the key drivers for OOH revenue growth, and the World Out of Home Organization is keen to promote and assist in the development of OOH metrics across all territories.
Our discussion will build upon the WOO Global OOH Audience Measurement Guidelines and the sessions held at previous Forums (which are available to view by members in the WOO database) – topics have included: collaboration and applying the guidelines to local market conditions; the role of governance and transparency; developing further from existing metrics; and how to maximise your return from audience measurement suppliers.
At the Africa Forum in March we will hear from different perspectives on the need for metrics and the path to delivering them:
1. The Agency Perspective - the strategic and trading need for audience metrics to value OOH against other media.
2. The OMC evolution of ROAD in SA – all journeys start with a single step.
3. The need for a representative research basis as the foundation for credible metrics.
4. Creating modelling approaches based on local resources to deliver usable metrics.
Other panel members joining Gideon and Trisha will be announced in the coming weeks.