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‘OOH Audience metrics a must for data-driven decision-making’

By Rajiv Raghunath - March 29, 2024

Highlights from a WOO Africa Forum panel discussion involving Gideon Adey, CEO, GurOoh, Trish Guilford, General Manager, OMC, Sanna Fourie, Specialist - Client Solutions, Ask Afrika, and Daniel Wong Chi Man, Global Service Line Lead Audience Measurement, IPSOS

(L-R) Gideon Adey, CEO, GurOoh, Trish Guilford, General Manager, OMC, Sanna Fourie, Specialist - Client Solutions, Ask Afrika, Daniel Wong Chi Man, Global Service Line Lead Audience Measurement, IPSOS

Developing audience measurement for OOH was one of the main themes focused upon in the recently held WOO Africa Forum. In a session on ‘Developing OOH Audience Measurement for Africa’, moderated by Gideon Adey, CEO, GurOoh, having Trish Guilford, General Manager, OMC, Sanna Fourie, Specialist - Client Solutions, Ask Afrika, and Daniel Wong Chi Man, Global Service Line Lead Audience Measurement, IPSOS as discussants, the challenges, advancements, and strategies for developing and adopting a common currency were deliberated upon. 

Gideon Adey initiated the session by highlighting the increasing importance of data-driven decision-making in the advertising industry, particularly in the context of automated trading. He emphasised the necessity of reliable numbers for both machine-driven decisions and industry analysis. Gideon underscored the complexities involved n developing measurement models but stressed upon their inherent value in guiding advertising strategies.

Trish Guilford provided insights into the evolution of OOH audience measurement, drawing from her experience at OMC. She delineated the journey of OVC over the past decade, emphasising the transition from nascent stages to achieving robust, reliable data in the last five years. Trish emphasised the collaborative efforts of industry stakeholders in funding and driving the initiative forward. She highlighted the importance of adapting to evolving requirements and ensuring transparency and credibility in data dissemination.

Sanna Fourie shared the perspectives from Ask Afrika, focusing on the company's involvement in OOH audience measurement. She underscored the significance of understanding authentic consumer behaviours and perceptions to provide actionable insights for advertisers. Sanna emphasised the role of data in evaluating campaign effectiveness and shaping marketing strategies. She highlighted the need for demographic information as a basis for reliable research and stressed the importance of partnerships and collaboration in advancing audience measurement efforts.

Daniel Wong Chi Man contributed insights from IPSOS, emphasising the need for standard metrics and industry collaboration in developing audience measurement systems. He discussed the challenges posed by the proliferation of biased data sources and the importance of ensuring data credibility and comparability. Daniel underscored the role of audience metrics in informing marketing strategies and enhancing campaign effectiveness, particularly in the face of digital transformations.

The panel engaged in a dynamic discussion, addressing various aspects of audience measurement development for OOH advertising in Africa. Key highlights included:

-            Emphasising the importance of starting somewhere and building standard metrics in each market.

-            Recognising the challenges posed by biased data sources and the need for transparency and collaboration.

-            Highlighting the role of demographic information as a foundation for reliable research and insights.

-            Discussing the opportunities presented by advancements in technology and data analytics for enhancing audience measurement accuracy.

-            Stressing the significance of industry partnerships and collaborative efforts in driving audience measurement initiatives forward.

The session concluded with an interactive Q&A session, allowing attendees to engage with the panellists and seek clarifications on various topics discussed. Attendees raised queries ranging from technological advancements to data privacy concerns, providing a comprehensive perspective on the challenges and opportunities in OOH audience measurement.

The panellists emphasised the importance of collaboration, transparency, and data credibility in driving initiatives forward. As the advertising landscape continues to evolve, leveraging reliable audience metrics will be crucial for informing marketing strategies and enhancing campaign effectiveness in the African market, and indeed markets around the globe.

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