OSA – Outdoor Server Austria

The market research fieldwork for the Outdoor Server Austria (OSA) is now complete and initial results are available. The performance values of the most important outdoor advertising media have been recompiled in the form of valid, internationally comparable, up-to-date and exact data. The Outdoor Server Austria will revolutionise measuring the efficiency of outdoor advertising in Austria.

The focus right from the start was on the safety and reliability of the results. Gaining Simon Cooper, the world's leading architect of measuring systems for Out of Home advertising, as a project partner together with renowned market research institutes for fieldwork participation has assured the highest possible quality.

A phase of verifying data quality is currently underway and will be followed by a comprehensive evaluation. The complexity of the data and the frequency of measurements will in future make it possible to offer Austria's Out of Home advertising clients a new, improved planning system together with order-relevant data for reaching their respective target groups.

Austria's Out of Home advertising companies have reached an agreement to enable their customers to become acquainted with the new planning system and still be able to rely on tried and tested services.

This guarantees our customers can rest assured that the new system will be transparent and comprehensible in design and lead to greater planning certainty.

An exact kick-off date for the introduction phase and the availability of data to agencies is as yet undetermined.