South Africa's OOH metrics expert Dave Roberts to address OAC 2017

In the effort to direct focused attention on some of the most critical issues that underpin Indian OOH industry, the Outdoor Advertising Convention (OAC) this year will host a dedicated session on the theme of creating and developing a common currency for OOH advertising.

Dave Roberts, CEO, Primedia Outdoor & Chairman Out of Home Measurement Council, South Africa, will be addressing a session entitled ‘What it takes to create & launch a common OOH currency – South Africa’s experience’ at OAC 2017 which will be held at Renaissance Mumbai Convention Centre Hotel, Powai, Mumbai during July 28-29.

OMC has successfully developed and launched the OOH measurement metrics in South Africa. South Africa’s experience with the metrics would be particularly relevant to the Indian context, considering both countries have a lot in common, in terms of diverse demographics, development challenges, membership of the BRICS group, among others.

Dave is a South African Chartered Accountant and joined Primedia Outdoor in 1998 as the financial director. At that time, there was a lot of consolidation taking in the South African market which resulted in the emergence of two large OOH companies, Primedia Outdoor and Corpcom (now JCDecaux)

Dave left the industry in 2004 but returned to Primedia Outdoor in 2011 and was appointed CEO in 2012. Primedia Outdoor is an OOH business with a presence in 10 countries across sub Saharan Africa.

Dave was made the chairman of the Out of Home Measurement Council (OMC) in 2015.