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OAA Unveils New Poster Reporting System

OAA Unveils New Poster Reporting System

The Outdoor Advertising Association (0AA) has announced plans to develop and manage a new poster performance reporting system in association with ISBA and the IPA.

The new system will collate information submitted from outdoor media owners to allow buyers and clients to keep track of their campaigns.

The system is yet to launch, but questions have already been raised over its independence, with some industry figures claiming the project is flawed. However, the OAA believes the criticism is unfounded and ill-thought.

Bill Wilson, operations director at the OAA, commented: “What critics are forgetting is this is primarily a data delivery service not an inspection audit.”

Wilson believes the new system will provide a comprehensive and reliable service to both media owners and advertisers, who have a vested interest in tracking their campaigns.

He added: “A company like Viacom Outdoor has 500,000 postings per month, it is neither cost effective or necessary to photograph each one to check it is there. This level of accountability is not seen in other media, it’s like getting someone to sit next to people as they watch television to make sure they watch the ads, it’s unpractical and it just isn’t necessary.”

However, the OAA has also revealed that it is to commission random inspections of the system to ensure its accuracy.

The outdoor advertising industry experienced a positive start to 2003, with revenue for the first quarter increasing by 16.9% year on year to £169.7 million (see UK Outdoor Revenues Jump 17% In First Quarter).

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