OMC to announce updated Roadside Outdoor Audience Data

The Out of Home Measurement Council (OMC) will be announcing its much anticipated measurement update of the Roadside Outdoor Audience Data, popularly known as ROAD.

The announcement will take place over three events in Durban, Cape Town and Johannesburg over the next week. A panel of Out of Home (OOH) specialists will provide an overview of the ground-breaking research and unpack the methodology, field work efficiencies and innovation, insights and benchmarks; as well as the benefits to planners, strategist and advertisers.  The presentation will be introduced by media strategy expert Trish Guilford, MD of Tradigital Consulting.

Ruchelle Mouton, Marketing Intelligence Manager at Primedia Outdoor and member of the OMC touches on the aim of the ROAD measurement, “The measurement update takes place annually and provides ratings for the OOH industry comparable to other media currencies like television and radio. We are committed to producing an OOH currency which will contribute to building the credibility and stature of the OOH industry.

Insights: A sneak peek

The events promise to provide key insights within the OOH space. For example, the ROAD update reveals that in South African communities of 8000+ individuals, ROAD measured 6,993 OOH panels. In a week, the panels generated more than 2, 1 billion impressions and a reach of 18,8m people, 113 times. The biggest driver of trips measured within a 7 day period was to shops at 81%, followed by friends at 43% and then work at 31%.

ROAD also reveals that commuters spend on average 58 minutes a day travelling to and from work. The transport used is minibus taxi at 46%, followed by walking at 38% and car at 37%.

Event details

The first event will take place on 28 November 2017 from 11h00 – 15h00 at the Square Boutique Hotel and Spa, 250 Umhlanga Rocks Dr, Umhlanga Rocks, KwaZulu-Natal.

The next event will take place on 30 November 2017 from 11h00 to 15h00 at the One and Only Hotel, Dock Road, Victoria & Alfred Waterfront, Cape Town

The final event in Johannesburg takes place on the 5th December 2017 from 08h00 – 11h00 at The Venue Greenpark, 3 Lower Road, Corner West Rd South 20th floor, Morningside, Sandton.

The speakers and their topics are as follows:

  • Methodology overview – Ruchelle Mouton, Marketing Intelligence Manager, Primedia Outdoor,
  • Field work efficiencies and innovation – Sanna Fourie, Ask Afrika – Currencies, Statistics and Field Quality
  • Insights and benchmarks – Lauren Shapiro, Managing Partner, Kuper Research
  • Benefits to planners, strategist and advertisers – Howard Lonstein, Marketing Manager, Outdoor Network

To RSVP to any of the events, please send an email to indicating which event you would like to attend.

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