Media buyers are to have an equal say in the structure and development
of the outdoor medium’s own industry research, to bring it in line with
other major industry surveys.
The Outdoor Advertising Association, representing the poster
contractors, together with the Council of Outdoor Specialists,
representing the poster-buying specialists, have joined forces to fund
all future industry research.
The two bodies hope that by changing the basis of the research away from
being media owner-funded confidence in the findings will be boosted and
the poster medium will be able to compete on equal terms with other
A new body, the Joint Industry Committee for Poster Audience Research,
is being formed to oversee this new partnership and an independent
chairman is now being sought to steer it.
He or she will control the joint funding of Oscar II, the audience-
measurement system that is designed to create a new trading currency for
buyers and sellers.
Oscar II, which is due to launch before the spring, has so far been
funded entirely by the outdoor contractors, with poster buyers acting in
a merely advisory capacity. Now all future developments and marketing of
the research will be decided jointly.
Richard Holliday, the director of the OAA, said: ‘It is essential that
the industry as a whole has an input and values the research.’
Chris Morley, the chairman of the COS, pointed out that the Institute of
Practitioners in Advertising funds other media research, so it was a
logical step. ‘Financial involvement from the buy-side is bound to lead
to increased confidence in the poster medium,’ he added.