Audience Data & Measurement
OMA Australia plans automated transaction platform for outdoor transactions
Phase one of the project will include the integration of outdoor inventory, buying and selling, post analysis and billing, etc.
The Outdoor Media Association (OMA) in Australia is reportedly in the process of developing an automated transaction platform that aims at being a one-stop solution for all outdoor advertising needs, across all formats. The association is keen on making the entire process of briefing, planning and buying signs across various outdoor formats an easier task.
The Automated Transaction Platform (ATP) is the first venture of its kind in the world. Previously, the industry had joined hands to launch the audience measurement system, MOVE, five years ago, which again was, in its own respect, the first in the Australian market.
Phase one of the project will be focused on making the currently tedious process simpler, by automating it. This will include the integration of the inventory, buying and selling, post analysis and billing and the like. ATP is expected to be introduced into the market in 2016.
The subsequent phase of development of ATP will see the improvement of trading capabilities with programming being set into the project. The data from MOVE, the audience measurement system and third party geodata will be integrated. The users will also have the option to upload their own proprietary geodata. The provision of having all detailed statistics about the outdoor formats and the option to carry transactions, all on a single platform, points at a revolutionary trend in the OOH industry.