Johannesburg, 25 January 2017

South Africa’s Outdoor Advertising ROAD survey is now national and on the global map

The OMC (Out of Home Measurement Council) is very proud and excited to announce the release of the national ROAD data. The ROAD (Roadside Outdoor Audience Data) currency delivers Reach, Frequency, GRP, Impacts and CPM metrics by outdoor panels across South Africa, affirming Out of Home’s significance within the media mix. The roll-out of the data commenced in July last year with Gauteng, and over the last 6 months, the rest of the country has been scrutinised, audited and released for use through the Quantum software licensed by Telmar.

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The South African Out of Home industry has now become the twenty-second 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 6 months, the 2016 fieldwork data will be incorporated into the currency to further complement the existing national data and double the sample to 30 000. The OMC welcomes all interested media owners, marketers and agencies to contact This email address is being protected from spambots. You need JavaScript enabled to view it. for a presentation and live demo to illustrate this new, ground-breaking currency, its methodology and ease of planning through the Quantum software.

About the Out of Home Measurement Council

The OMC (Out of Home Measurement Council) is a non-profit Joint Industry Committee that has been incorporated to provide OOH media owners and buyers of Out of Home Media with a currency and survey that allows for efficient and accurate OOH planning and development. It produces consolidated, inclusive and representative research covering the key OOH formats, commencing with Static Roadside panels in South Africa including the panels from all Out of Home participating Media Owners. The JIC aims to market and grow the OOH advertising industry within South Africa.