OOH sector launches SPACE to effectively manage inventory

Outsmart, the IPAO and Mediatel have announced the launch of SPACE, a new data management application that will store and categorise data for all out-of-home sites across the UK.

With more than half a million registered OOH poster sites, known as frames within the sector, SPACE will classify inventory by location, environment and format, as well as detailing relevant site attributes such as production requirements and mobile touchpoint references.

The database will become a single source of inventory data for Route’s audience analysis, allow calculation of proximity restrictions to ‘socially sensitive’ locations, and classification groupings for volume and expenditure data.

An example of its usefulness is that planners can ensure that they don’t place advertising with overtly sexualised imagery near a school or a place of worship.

The database has been commissioned by the UK OOH Standards Group, which represents both the OOH specialist and OOH media owner operations within the industry. The SPACE technology was built by Mediatel, who are also hosting and managing the service on behalf of the OOH industry.

Outsmart rebranded from the Outdoor Media Centre in September. It will now act as the first port of call for advertisers, planners and creatives to maximise the performance of the medium.