The incoming chairperson, Steve Ratlou, says that one of the primary objectives of the association over the next year will be to grow the medium's market share while at the same time playing a positive role in the industry's interaction with the various regulatory authorities throughout the country.
Les Holley, executive director of the association, says that despite restrictions on the medium, all forms of Out of Home media are facing exciting times with innovations in the industry being introduced on a regular basis, providing new opportunities for marketers to penetrate their target audiences effectively.
"With the imminent introduction of the GPS audience measurement research to be conducted under the auspices of the South African Advertising Research Foundation, the outdoor industry is on the threshold of being able to provide marketers and agencies with reliable audience figures that will be comparable to the other measured media," says Ratlou.
It is envisaged that the first results will be available in the 2006 version of AMPS.
