Pakistan Advertisers Society announces development of an OOH Audience Measurement & Ratings Currency


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The Pakistan Advertisers' Society has endorsed MOVE – “Measuring OOH Visibility & Exposure” - a Pakistan based media marketing and Research Company to develop and launch an OOH Audience and Ratings currency in Karachi, Lahore, Islamabad and Rawalpindi. The entire project will be overseen by the Outdoor Audience Measurement Technical Committee (OAMTC) an industry JIC or Joint Industry Committee under the auspices of PAS. Included in the MOVE project consortium are Cuende Infometrics (in association with Telmar), TNS and Digital Globe.

In October 2013, PAS OAMTC issued a request for proposals (RFP) to provide detailed input into the development, design and launch of the new OOH research currency and associated reporting and analytic systems. After a review process, the MOVE consortium was finally endorsed by the OAMTC and the PAS Executive Council for the project.

The Chairman of PAS, Shabeeh A. Ikram, Country General Manager, Johnson & Johnson lauded the diligent work of the OAMTC in ultimately recommending the selection of MOVE to the Executive Council and extended thanks to all the global research companies that bid on the project.

Global media measurement experts, the Olympic Media Consultancy, under the leadership of Tony Jarvis, are providing marketing and technical oversight to the PAS OAMTC on the development, launch, on-going monitoring and management of the new OOH currency.

Qamar Abbas, PAS Executive Director said, “The launch of an OOH currency to ESOMAR's Global Standards will meet our member's needs for utilizing OOH in their overall ad campaigns on a more scientific and effective basis, notably within the media mix. He reaffirmed PAS' overall confidence with MOVE for proposing such a multifaceted research project and commended the Olympic Media Consultancy, which will be working closely with MOVE, for their comprehensive guidance to PAS and the OAMTC.”

It is anticipated that the new OOH currency will be formally launched in 2015 after a suitable demonstration period for all industry users.

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