First country-wide OOH audience measurement tool launched in Pakistan

The first nationwide audience rating and planning tool for outdoor (OOH) media in Pakistan has been officially launched at a meeting held by Pakistan Advertisers Society (PAS). Pakistan becomes the fourth country in the world to have implemented this system.

A brainchild of PAS, the initiative aims to establish a reliable and credible audience measurement and rating system for OOH media. Used as a currency, it can help advertisers optimise their spend and measure the return on their investments.

The project was overseen by a joint industry committee, the 'Outdoor Audience Measurement Technical Committee' (OAMTC) and awarded to MOVE consortium in July 2014. After almost a year of field work and extensive research exercise, MOVE is now set to release data for 7,000 outdoor panels located across four cities: Karachi, Lahore, Islamabad and Rawalpindi.

Qamar Abbas, Executive Director, PAS, believes that advertisers and their media agencies now have a unique opportunity to rapidly move to a new level in planning and buying of OOH, which is not only credible and reliable, but also scientific in its approach.

For more details, contact PAS.