One of the main tasks of the Industrial Committee of outdoor advertising (ICOA) is to provide confidence of market participants to the monitoring system and to the industry measurements, to promote and to develop measurement as a balanced system in Ukraine. In 2015 this will be accomplished by upgrading the sectorial measurements and by gaining control over their quality.
The first step to achieve these goals was establishment of ICOA Technical Committee Commission to control the passenger traffic measurements during the recalculation of intensity of traffic indice carrying out by Doors Consulting. The Commission will monitor all stages of measurement: from recalculation of data traffic on the streets (traffic and pedestrians) to the processing of the results and to the formation of indices of OOH effectiveness based on traffic measurements.
At the beginning of March 2015 with the participation of the head of Doors Consulting Sergei Smolyar the meeting of the ICOA Technical Committee Commission was held. The dates, locations and mechanics of regular measurements were agreed there. During the 3 spring months the Doors Consulting will conduct measurements of traffic flow in the 25 largest cities of Ukraine included in the system of monitoring and OOH measurements.
Doors Consulting conducts the measurement of traffic intensity on a regular basis in 25 cities twice a year (in the spring and in the autumn). The result is the actual data on the number of people in vehicles or on foot moved through the city streets during the day. These data are the basis for the assessment of the OOH audience that carries out by Doors Consulting as a single independent researcher of the Ukrainian OOH market.
Joint work of ICOA together with Doors Consulting on modernization of sectorial measurements and on increasing control over their quality aims to improve the confidence of advertisers to outdoor advertising as an effective and predictable channel of communication.
