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are excited at this new development to be fully inclusive, representative and rectify,” Murphy says. “OOH is likely to
in our industry.” transparent, Jones says all roadside become more attractive to advertisers
media owners should participate and and media buyers if it is easier to plan
The first phase of ROAD will address become members. “We are currently and easier to justify ad spend.”
media metrics for roadside outdoor encouraging smaller players to
formats. After this, other indoor, become involved in the Out of Home Both Murphy and Jones are confident
outdoor, transit and digital formats Measurement Council and its research about the future of out-of-home in the
will evolve and become part of the so that we can create a representative country. They believe that the growth
system to make it fully representative platform and grow the industry at the of digital OOH is encouraging brands
of the industry as a whole. same time,” she notes. to explore better integration of
communications mediums.
Does this new system have any In most countries in which an
limitations? Murphy says that any effective measurement system has “This,” says Jones, “coupled with
measurement currency will always been introduced, the effect has been a the increasing growth of consumer
be a work in progress. “It will be steady surge in the growth of out-of- out-of-home touchpoints – thanks
improved over time and through further home. “There is a widely held belief to urbanisation and improved
technological development, but it’s an that the impact and reach of OOH infrastructure – bodes well for the
excellent start.” advertising has been undervalued, medium across all formats [that are]
something that this currency will designed to reach the consumer
The model is, however, reliant on on the move.”
media owner membership. For ROAD

August–September 2016 strategicmarketing 35

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