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OUT-OF-HOME MEDIA
Taking the high road to the
evolution of out-of-home?
Lack of credible audience Shirley Cochran, the newly crowned Miss “None of the past attempts to
measurement data has long America beauty queen, on billboards measure out-of-home audiences in
bedevilled the South African that were displayed across the country. South Africa have been empirically
out-of-home media industry. Now Her name recognition soared 940% substantial enough to provide a realistic
a new high-tech system could after the campaign launched.
help grow its share of ad spend. evaluation of the medium’s value.
Monique Verduyn reports. Today advertisers demand somewhat
more rigorous ratings methods. Elements such as audience profiles,
However, unlike print, television and
duplication, exclusivity, reach or
frequency data were either unavailable
IN 1975, THE AMERICAN INSTITUTE digital publishing, the out-of-home or were not objective and auditable,”
of Outdoor Advertising developed (OOH) sector has long struggled to
a campaign to measure billboard provide marketers and their agencies says Terry Murphy, Executive for
with quantifiable data on impact,
Marketing and Marketing Services at
Primedia Outdoor, a national outdoor
effectiveness. The concept featured reach and other key metrics. advertising media specialist. >>
August–September 2016 strategicmarketing 33
