OUTDOOR STARTS TO MEASURE UP
Media icon Derek Lindsay, former chair of the CAANZ Media Committee, was employed in 2017 as general manager at OMANZ (Outdoor Media Association of New Zealand) with the express brief of getting the ball rolling on the measurement front. With a couple of decades experience in leading roles as an industry business leader delivering profitable growth to both previously established and initial start-up businesses in the communication and media sector, it was hoped Lindsay could make some rapid progress in an area seen to be holding back the outdoor sector.
Lindsay’s brief was to re-invigorate the OMANZ operation with a key focus of developing and introducing an industry audience measurement system in conjunction with the OMANZ members.
In recent discussions with NZ Marketing, Lindsay says that as part of his representation of the outdoor industry, he has spent a significant amount of time researching the best approach and the key issues surrounding the development of an industry audience measurement system (AMS).
And while Lindsay has been developing an industry audience measurement system, others have not been slow in developing their own.
Adshel has always been very supportive of a unified approach and is working closely with OMANZ, and in 2017 APNO developed and launched Calibre, an audience measurement tool. At the same time, VMO (Val Morgan Outdoor) introduced DART, Digital-outdoor Audiences in Real Time, to the New Zealand market.
By using AMD’s (Audience Measurement Devices), DART offers anonymous audience analytics that demonstrate who has actually viewed a campaign and how
