OMC (South African Out-of-Home Media Council) launches its new tool that allows companies to plan according to budget and other criteria selected by the user.
The Optimizer tool is included in QUANTUM, the OOH inventory and planning software provided by TELMAR and CUENDE to OMC members. The ROAD audience data included in QUANTUM are calculated by CUENDE using traffic analysis on high-resolution satellite images and personal surveys.
The continuous improvements in QUANTUM include the inclusion of new individual demographic variables (mode of transport and language of the home), the segmentation by socio-economic level added to the demography and changes in the order of demographic selection.
The improvements were presented during WTO events in Johannesburg and Cape Town. A chronicle of the event is available at BizCommunity.