Speaker at the 16th PAMRO Audience Research Conference

In recent years, methodologies for measuring outdoor advertising (OOH) have evolved rapidly. Delegates at the 16th Pamro Media Research Conference will have the opportunity to keep abreast of the latest developments in OOH metrics and ratings. The event will take place in Dar-es-Salaam (Tanzania) from 23-26 August 2016.

Daniel Cuende, co-founder and Chief Innovation Officer of CUENDE Infometrics, will talk about Metricooh, the global OOH measurement system based on satellite imagery and Big Data of city traffic flows. Cuende plans, in his presentation, to show how Outdoor Advertising audience metrics help sell to advertisers and media agencies, and how a new paradigm is needed in Outdoor Advertising audience research. He will show how technology has made possible a much cooler and more affordable audience measurement system for OOH.

Joining Cuende in the session on the final day of the conference will be Lyn Jones, Group Marketing Manager of Continental Outdoor Media South Africa, who will talk about outdoor advertising as a key ingredient for most marketers in their marketing mix. She believes that too little emphasis is placed on determining its impact and value is placed on determining its impact and value as part of an integrated campaign. Jones will demonstrate the innovative methodologies being used to produce OOH metrics and rankings in South Africa by OMC (Out of Home Measurement Council) and by her company in other African countries.

Media research professionals can also expect speakers from the United Arab Emirates, Norway, South Africa, the United States, the United Kingdom, Kenya, Nigeria, Sweden and the Czech Republic.

More information on Pamro's website.