The Outdoor Advertising Association has announced a new development programme for Oscar, the audience research system.
The system currently classifies sites and positions, but places little emphasis on audience data. The new system will turn Oscar from being panel-led data to audience led. This will mean that outdoor campaigns can be planned the same as others; ie by target audiences. John Klue, OAA director told MediaTel that it will mean that Oscar is “an easier animal to play with as far as the advertising industry is concerned”. The new system will also update the traffic count data, some of which is as much as 10 years out of date.
John Klue does not believe that the new amount of more user-friendly data will stop the need for outdoor specialists, because their experience will still be needed.
It is hoped that the information will be available by Autumn 1994.
Contact John Klue, OAA, 071 637 7703.
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