OOH market hampered by lack of media planning tools

"The low percentage is partly due to insufficient real estate sites available to erect billboards, but it is also as a result of media planning tools that are not effective enough to execute accountability for outdoor planning. The planning tools for television, radio and print are highly recommended and reinforce accountability for pre and post media planning campaign evaluation," explains Naidu.

As part of its commitment to making outdoor more accountable, Primedia Outdoor has invested considerable resources to the advancement of the recently developed industry measurement solution (based on GPS technology and delivery).

"We're devoting financial and senior personnel resources to deliver to the advertising industry a measurement system that provides metrics comparable to other media," she states.

Operationally, Primedia Outdoor is already at an advanced phase, she adds. "We are plotting every one of our billboards co-ordinates, mapping each 'Impact Zone' for both vehicular and pedestrian 'Opportunities to See'. These are being prepared for SAARF and AC Nielsen to capture on their systems. It is an exacting process, yes, but the benefits to advertisers will far outweigh the investment."