This information and process led to diverse routing information for modelling, broadening an understanding of mobility, and overall roads and routes taken. The new data/currency will aim to allow for accountability, better and more dynamic media planning, coverage, reporting, and integration.

Here, the team at OMC unpack three factors that were taken into account in the combining of the 2015/2016 data.

1. Methodology

Measuring OOH is dynamic and highly complex, due to the various host of different factors required in understanding who, when, and how people travel and engage OOH. The OMC has pioneered cutting-edge methods, thinking and process to address this and deliver rich matrix to media strategists, planners, and media owners.

By making use of satellite data, as used by the likes of Google and Facebook, for delivering Big Data, OMC has implemented one of largest travel surveys in the market. In addition, it used a host of complex patented mathematical equations and algorithms to clearly define and understand who can see OOH advertising message.

The innovative methodology includes the combination of traffic flows, visibility, Big Data, satellite imagery, and consumer travel patterns to create a comprehensive traffic model, which when combined with the location of media owner billboard panels, creates an accurate representation of OOH audiences.

Ruchelle Mouton, marketing intelligence manager, Primedia Outdoor, says, "We looked at the scope of work, thinking, and complexity that goes into the research process. We reviewed unique circumstances and local idiosyncrasies associated with carrying out such a broad and complex filed survey. We then employed a forward-thinking process that included applying an innovative and sophisticated research from satellite data."

Mouton adds, "The teams that were involved in this remarkable process were Ask Afrika, Kuper Research, Cuende Infometrics, and Telmar. The process was such a success that it afforded Cuende a winning paper by FEPE, and is now being introduced to many countries around the globe by Cuende Informetrics." 

2. OOH is big and comes alive with Big Data

The scope of information gathered by the Travel Survey, coupled with ROAD, revealed interesting facts and insights around mobility and the scope of reaching audiences in South Africa.

Findings reveal that OOH offers a total reach of 89% in Gauteng, followed closely by the other provinces (confirming it’s importance and value to media plans) putting it on centre stage with other mass broadcast channels.

Every week the sites that were measured by ROAD delivered 21 113 067 975 impacts and a reach of 18.8 million people with an average frequency of 113. In total, a massive 288 million trips are taken per week, which averages 11 trips per person.

The travel survey revealed that the main driver of trips is shopping at 81% followed by visiting friends at 43%. ROAD has also revealed that on weekends 61% of women go to the shops but what is even more interesting is that men are not far off at 59%.

The travel survey revealed that shopping is popularly done on Saturday morning between 09:00 to 11:00, and that most shoppers shop close to home and it takes them 15 minutes or less to get to the shops; only 2% of people go to shops an hour or more away.

3. The value ROAD offers to media planners, strategists, and media owners

ROAD improves media integration, planning, and accountability. It allows for objective and outcome-oriented media selection to take place in order to enhance the brand message and campaign engagement, with the aim of better servicing client and campaign objectives.

With ROAD, deeper insights of geographical audiences, mobility, and location bring focus and understanding of how to reach audience sets or groups. This results in an improved audience coverage and penetration. This also leads to minimised wastage by providing better context to ad media selection, which is music to clients and media agencies ears.

ROAD demonstrates how OOH enhances and compliments other media channels (such as mobile, digital, and TV) by positively influencing elements such as reach and frequency impacting top of mind messaging, which in turn influences role OOH plays in the media mix and the level of spend allocated to OOH.

Media planners and strategists are now able to validate return on marketing investment. As they say, knowledge is power, and ROAD does just that – by empowering media agencies, owners, and clients.

Howard Lonstein, marketing manager at Outdoor Network, concludes, "It is clear to see how the new data launch adds tremendous value through the rich and robust research to the industry; shifting thinking, approaches, and knowledge of what OOH delivers. The data opens up dynamic discussions around planning and its strategic role with the aim of delivering better campaign alignment, accountability, and more spend. It is truly an exciting time to be in OOH."

For more information, visit www.omcsa.org.za. You can also follow OMC on Facebook or on Twitter.
media update was at The Venue in Sandton, Johannesburg to learn about how OOH advertising is being measured, and the travel habits of many working South Africans. Read more in our article, Fresh ROAD data shows the potential of out of home advertising.