THE RESEARCH
JCDecaux Africa is a founding member of the Outdoor Measurement Council. The OMC is a registered as an NPO, who's aim it is to support the growth and spend in the Out of Home advertising industry in South Africa, by delivering measurement currency, referred as Roadside Outdoor Audience Data (ROAD).
The Travel Survary
Based on ESOMAR Global Guidelines for Out-of-Home Audience Measurement, OOH media audiences' measurement in most countries relies on a combination of survey data, attained via process combining all demographics and trip data from the face-to-face travel survey for the 3 years’ data,managed by Ask Afrika. Coupled with this are the satellite imagery and host of algorithms to deliver the mobility modelling,enabling the audience for all panels to be estimated sufficiently accurately for the market to operate.
Understanding Mobility
Understanding consumer mobility, in the country of the size as South Africa, is quite complex. The OMC currently has the largest face-to-face consumer panel, considering a host of mobility variables to deliver an accurate and robust currency to the industry.
Traffic Modeling & Satellite Data
These elements are modelled to create OOH ratings, comparable with other media platforms, delivering reach, frequency, GRP’s, impacts, CPMs, for Out of Home campaigns or single billboards. Provide ratings for Out of Home Advertising in South Africa through best-practice methodologies.
The Value of a Currency
The OMC aims to increase mark share, and advertising spend in Out of Home advertising, by delivering accountability and enabling OOH to compete with other media platforms on an equal footing.
