The Forums will explore the many benefits of the medium, with the first Forum set to focus on demonstrating the effectiveness of OOH advertising. The overall aim is to produce new research and insights that further unlock the unique value of OOH for Advertisers and Agencies alike.
Mark Craze, Chairman of The Outdoor Media Centre, said:
“Out Of Home is one of the most innovative, engaging and influential forms of advertising and we are delighted to be at the forefront of such a ground-breaking initiative with the IPA Outdoor Group.By working on these joint initiatives we will be able to deliver compelling new research that further demonstrates Out of Home’s effectiveness as well as celebrate and share the benefits and innovative opportunities that it provides.”
Gill Reid, Joint Chair of the IPA Outdoor Group added:
“Out of Home has enjoyed spectacular growth over the years and we are keen to help continue this momentum. Through this collaboration with the OMC we are confident that the Forums will enable us to inspire and share ideas about the future of Out Of Home and further highlight the medium’s power.”