OAA forms alliance to change agency perceptions of outdoor
The outdoor industry has formed an alliance to improve agency perceptions of thesector. The move comes after research, carried out by MindShare, showed that the current econometric model for measuring the outdoor sector is "flawed".
It is understood that JCDecaux marketing director Dave McEvoy, Titan Outdoor marketing director Steve Cox, and Outdoor Advertising Association chief executive Alan James are work-ing with MindShare to create a new econometric model for the outdoor industry.
An insider says the OAA-funded analysis revealed that there are "systemic flaws in econometric models that underplay outdoor". The final model will be owned by the OAA and the industry.
The alliance initially approached MindShare about 18 months ago, and the analysis began nine months later after approval from the sector.
It is understood it will reveal the results and new model at a Media Research Group conference in Lisbon in November this year.
| Bookmark with: |
