We'll develop the best audience measurement system: Tony Jarvis

In OOH News By Bhawana Anand - January 19, 2015

Tony Jarvis expressed hope that the industry stakeholders will appreciate the urgent need for a common currency and provide due support for its development

Tony Jarvis meets with OOH leaders in Mumbai, Kolkata

In OOH News By Nabamita Chatterjee - January 14, 2015

We have got an overwhelming response from the media owners, agencies and brands on this initiative, says Jarvis

IOAA invites Tony Jarvis to India for discussions with OOH industry leaders

In OOH News By Rajiv Raghunath - January 08, 2015

Global advertising and research architect Tony Jarvis, Proprietor & Research Architect at Olympic Media Consultancy, will hold discussions with heads and representatives of OOH media owning firms, OOH specialist agencies and advertisers in New Delhi, Mumbai, Kolkata and Lucknow during January 10-16 to make an assessment of the ground realities to be considered for developing an OOH audience measurement system for the industry

Form a Joint Industry Committee to develop OOH metrics: Tony Jarvis

In Viewpoints By M4G Bureau - May 26, 2014

Most mature OOH markets around the world have adopted their own audience measurement and rating currency with great success. Time is rife for the Indian OOH industry to take similar recourse. Global advertising and research architect Tony Jarvis, Proprietor & Research Architect at Olympic Media Consultancy, asserts that the Indian OOH industry should lose no time in developing and launching an OOH audience measurement and rating currency, while being aware that the metrics will evolve as per industry requirements. Jarvis advocates a step-by-step approach toward building, enhancing and including the currency. In an exclusive interview with Rajiv Raghunath of Outdoor Asia, he says the measurement system will become more refined and multi-layered as it gains wider acceptance. Jarvis cites the adoption of a comprehensive OOH currency system in Australia to underline that once the teething troubles are sorted, the system will catalyse significant industry growth. The following are edited excerpts of the interview: