The eagerly anticipated launch of the Out of Home Measurement Council’s (OMC) roadside currency is on track to launch in April/May this year. The currency will use ground-breaking methodology by integrating big data and new technologies to ensure reliable and empirical outputs for the South African market.
“The credibility of the results will be assured through intense and rigorous data scrutiny by the OMC Technical Committee, led by Kuper Research. Further consultation with and analysis by key OOH buyers will be encouraged prior to the final release of the currency to the industry as an additional integrity check,” the OMC said in a statement.
The travel survey, conducted by Ask Afrika, will provide the South African urban population’s mobility and will be integrated with Cuende’s big data modelling system and OMC member site locations to produce accurate and valid South African OOH ratings.
Once released, the research will be available from Telmar through Quantum software which has been specifically designed and developed to cater for intelligent and comprehensive Outdoor Advertising planning by Cuende themselves in Spain.
Further news is the inclusion of Out of Home questions within the framework of the Establishment Survey pilot which will further ensure the continued presentation of out of home within the media mix.