The roll-out of the data commenced in July 2016 in Gauteng and over the last six months, the rest of the country has been scrutinised, audited, and released for use through the Quantum software licensed by Telmar.

The South African Out of Home industry has now become the 22nd country in the world to produce an Outdoor Advertising currency, all of which are based on Esomar’s Global Guidelines for Outdoor Advertising. These global research guidelines, compiled with input from all major industry stakeholders, provide clear guidance on best practice and a platform for reliable audience measurement, affording standardised, meaningful, and comparable international audience measurement.

The ROAD data will be released annually and, within the next six months, the 2016 fieldwork data will be incorporated into the currency to further complement the existing national data. The OMC invites all interested media owners, marketers, and agencies to contact OMC for a presentation and live demo to illustrate this new currency, its methodology, and ease of planning through the Quantum software.

For more information, visit www.omcsa.org.za. Alternatively, connect with them on Facebook, Twitter or on LinkedIn.