Outdoor ASIA - July 2018

August 2018^33

MEDIA MATTERS

prioritised for planning purposes. As the measurement
is gaining more traction within the agency environment,
we are seeing a lot more interest from smaller media
owners to participate in the measurement.

Do you think that going digital will actually make
OOH audience measurement a lot easier to track and
manage?

Measuring digital requires additional methodological
considerations, such as travel speed and digital slot
timing. With technological advancements and data
science, this is made possible as OOH measurements
are becoming more scientific and robust.

Do you see the South African OOH industry growing
in the wake of adoption of standard audience
measurement metrics? Does it compare with the
experiences of OOH industry in countries like UK, US,
and Australia?

Although still in the early stages, I do envisage that the
adoption of the currency will reflect what happened in
the global markets and grow the SA OOH industry. As
media planners can now demonstrate the value of OOH

in various ways, they are able to justify better allocation

and better spend within the category. However, in the

current landscape with double digit growth for digital

media, the adoption of an audience measurement

today is also important to ensure that we future proof

our medium by being on the same playing field as other

media channels.

Having visited India and met with the industry leaders

here, what in your view are the aspects that need

the closest attention when the Indian OOH industry

embarks on the journey to develop common audience

measurement metrics?

Collaboration with media owners and agencies is key.

The success of our currency is greatly attributed to all

media owner members that have worked hard to make

this measurement a success. From sharing offices to

pulling resources together to having monthly committee

meetings, to training of agencies, the partnership

between the media owners has absolutely driven the

measurement forward. Furthermore, we also work

closely with agency strategists and OOH planners to

ensure that our measurement is aligned to industry

expectations and requirements. l