Tony Jarvis Assessing Development Of OOH Measurement System In India
Gail Chiasson, North American Editor
Tony Jarvis, owner and research architect at Olympic Media Consultancy, will be in India this weekend to help the Out-of-Home industry there, assess the realities to be considered for developing an OOH audience measurement system for the industry.
At the invitation of the Indian Outdoor Advertising Association (IOAA), Jarvis 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.
Jarvis, who was instrumental in the development of the ESOMAR Global Guidelines on Out-of-Home Audience Measurement, serving on both the Steering Board and the Technical Committee, says, “The launch of an independent OOH audience currency will underpin the accelerated development of the OOH medium in India and provide the accountability required by advertiser brands and their agencies in today’s media environment.”
Jarvis will hold discussions with media owners in Mumbai Jan. 10 and with specialist agency heads and advertisers Jan. 12, will move on to meet media owners, specialist agency heads and advertisers in Kolkata Jan.13; will move on to Lucknow on Jan. 14 to meet with media owners there. Then he will meet with media owners in Delhi on January 15 and with specialist agency heads and advertisers on Jan. 16 .
Appointed as the lead consultant to IOAA for this project, Jarvis will build a detailed project report based on his discussions with the industry and his own observations while surveying the markets.
In addition, the IOAA is in discussions with the Indian Society of Advertisers (ISA) to form an independent body – a not-for-profit company called Outdoor Media & Audience Research Council (OMARC) – with IOAA as the major shareholder, and specialist agencies and advertisers as other shareholders – which will drive the project and own the audience measurement tool.
Based on the DPR, OMARC will mobilize funding for the project from the industry stakeholders, and with Jarvis as the lead consultant, will call for a request for proposals (for taking up the research project for developing the measurement tool.) Indrajit Sen, IOAA executive director, says, given the complexity of the project, that the groundwork and building of the project will take between one and two years.
Jarvis has played a key role in the development of ‘Route’ (earlier ‘New Postar’) in the UK and ‘Eyes-On’ in the US. He has worked closely with OOH industry bodies, both in the developed countries as well as developing countries like Turkey and Pakistan. He says that a robust audience measurement system is a definitive way for the OOH industry to accelerate revenue growth and attract more advertising brands.
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