IPAO & @OutsmartOOH Launch SPACE
SPACE is a unique data management application, which stores, categorises and standardises every piece of OOH inventory within the UK market. This means the transfer of data across the sector can be improved, offering a diverse range of benefits from geographical placement through to historical competitive data.
The database has been commissioned by the UK OOH Standards Group, which represents both the OOH specialist and OOH media owner operations within the industry. SPACE has been technically developed and is being hosted and managed on behalf of the OOH industry by Mediatel.
The database registers over 500,000 OOH frames, allocating them with a unique identification code. Inventory is classified by location, environment and format as well as providing the opportunity to detail relevant site attributes such as production requirements or mobile touchpoint references.
Mungo Knott (Primesight) and Gavin Lee (Posterscope) (Joint chairs of the Standards Committee) told us “We are proud to have created SPACE UK, which is also a world first collaboration project of this nature. It will enable the UK industry to benefit from the common standards which are increasingly required in order to improve efficiency and data compliance in the assessment and transaction of Out of Home Advertising”
SPACE will operate as a bedrock database for the industry, providing OOH frames related requirements including; access to Route’s audience data, calculation of proximity restrictions to socially sensitive locations, and classification groupings for volume and expenditure data. It can be accessed by API for the population and extraction of data, as well as providing a standard web GUI.
Alan Brydon, CEO at Outsmart said “This is an example of best in class collaboration across the Out of Home industry. It gives us an excellent platform from which to develop the increasing requirement for data management and exchange, which will continue to give brands the confidence to embrace Out of Home.”
About Mediatel
Mediatel is the UK’s largest single source of media intelligence, with daily news and opinion from journalists and business leaders on mediatel-newsline.co.uk. The company, which has operated for over three decades, also runs well-regarded industry events and offers software solutions with an in-house technical services team. Mediatel developed the very first joint industry trading system in the UK, J-ET, allowing commercial radio, media buyers and creative agencies to get maximum efficiency from the trading process.
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