AFTER years of estimating the efficacy and reach of out-of-home (OOH) advertising, companies hope a new, satellite-based measurement tool will provide them and their clients with an accurate picture of their industry.The Out of Home Measurement Council (OMC), a joint initiative to source accurate data required for proper planning, has contracted two research companies — SA-based Ask Afrika and Spanish specialist Cuende Infometrics — to design a custom-built measurement model for SA.Cuende’s technology, using (motor) traffic flows, satellite imagery and travel patterns, is already in use in several other countries including the UK, and the firm has previously developed a planning tool for the South African Audience Research Foundation.Out-of-home advertising is what it says: commercial messages that reach consumers outside their home. But while the most obvious example is roadside billboards, it also encompasses vehicles, buildings, bus shelters, airports, shopping malls, waiting roo...
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