The Pakistan Advertisers Society (PAS) has offered its exclusive support to MOVE to develop and launch an OOH Audience and Ratings currency in Karachi, Lahore, Islamabad and Rawalpindi.
MOVE (Measuring OOH Visibility & Exposure) is an international consortium formed by a team of experts in measuring Out-of-Home audiences along with the knowledge of the advertising and media landscape in Pakistan. The project involves MOVE, CUENDE, TNS, DigitalGlobe and Telmar.
The entire project will be overseen by PAS's Outdoor Audience Measurement Technical Committee (OAMTC), whose chairman and CEO of Johnson & Johnson in Pakistan, Shabeeh A. Ikram, praised the thorough work of the OAMTC in selecting MOVE and thanked all the global research companies that bid for the project.
Abrar Hasan, Chairman of the OAMTC and CEO of National Foods, thanked his colleagues on the Committee for their tremendous support and praised MOVE's experience and understanding of the OOH industry. Abrar noted MOVE's expertise demonstrated through the substantial complexity of its approach to developing an OOH industry currency. He also warned, "...of the hard work it will take my colleagues and the MOVE consortium to steer this important measurement initiative to a successful launch."
Ali Hamdani, CEO of MOVE, said "I am delighted to be working closely with PAS and its 'JIC' in developing a much needed OOH audience data-currency, in collaboration with global experts" and noted that the new Out-of-Home data-currency will help boost the overall quality and therefore value of OOH inventory in Pakistan's four largest markets. "It will provide advertisers and media agencies with the basis to improve the targeting and efficiency of their various OOH campaigns."
Pakistan's new Out-of-Home audience measurement system is expected to be officially launched in 2015, following a trial period for all users in the advertising industry.