• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Out of Home

Major push for new out of home media research

by Beth Shirley
August 1, 2012
in Out of Home
0 0
0
Major push for new out of home media research
Share on FacebookShare on Twitter

While the world has seen a surge in digital media advertising, out of home advertising has stayed static in terms of total spend in South Africa, but, says Out of Home Media South Africa (OHMSA), a push for research to be conducted from 2013, may change all of that.

OHMSA has recently agreed a way forward with the South African Advertising Research Foundation (SAARF): OHMSA’s members will contribute an agreed amount to SAARF each year so the out of home portion of SAARF’s AMPS study is funded. The last audience measurement study was completed between 2006 and 2008 and as it is now outdated, out of home advertising spend is under-measured at 3-4% and is far behind global norms. In countries like Australia and India, research shows the industry has skyrocketed.

“We welcome the agreement reached with SAARF because now we can go full steam ahead in measuring the efficacy of outdoor media. At a later point our industry research survey channel, termed OHMS, will piggyback off AMPS, which will only add value to advertisers who will benefit from the link to an already well-established industry survey – AMPS. We look forward to seeing out of home advertising reaching its full potential as in the past it has not been able to measure return on investment,” said Billy Basson, OHMSA acting chairman.

He added: “People spend a high percentage of their time exposed to OOH advertising, but such forms of advertising attracted only 3-4 % of South African media spending. The problem is that for measuring advertising effectiveness, media planners currently rely on gross traffic numbers provided by road councils via media owners, which represent historical data which has never been audited.”

In other words, media planners may be more encouraged to embrace OOH advertising if credible audience measurements are introduced – hence OHMSA’s endorsement and payment towards the OHMS research.

“OHMSA members are adamant to ensure a greater interest in our advertising medium. We know tacitly that OOH delivers mass audience appeal and that the medium reaches consumers frequently in a cost-effective manner. This is important to advertisers who operate in a tight economic climate,” said Basson.

Basson said members and potential members are excited about the subsequent simplification of the planning and buying of OOH media. “Finally, we are able to prove to our clients that OOH will create a return for their businesses. We know that adspend share increases when measurement takes place. OHMSA is thus able to assist the market in recognising that OOH is a solid medium and is powerful to use even when the economy is depressed.”

Basson noted that another clear implication of quality audience measurement is that OOH media must no longer play the role of separate island state. “The opportunity to integrate into media planning from an audience measurement perspective and indeed to actively play a part in creating measureable media strategies should be embraced.”

 

Tags: Billy BassonOHMSAOOHout of home advertisingSAARF

Beth Shirley

Beth Shirley is currently the account manager at Stone Soup. Before this she wrote prolifically for numerous publications. She likes media matters, coffee, current affairs, books and cats.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

Recent News

South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?