Common planning method for outdoor ads claims a world first

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TORONTO--Canada's four largest outdoor operators have joined forces to develop a common platform for planning outdoor advertising.

The new Outdoor Synergy system, claimed to be the first industry standard outdoor system in the world, was developed by Harris Media Systems on behalf of Mediacom Inc. of Toronto, Pattison Outdoor Group of Vancouver, Omni: The Outdoor Company of Montreal, and Urban Outdoor Trans Ad of Toronto. The four companies represent 96% of the outdoor advertising industry in Canada.

The new system has just been released to advertising agencies. Previously, agencies used a variety of outdoor planning models supplied by each individual outdoor company so that comparisons were difficult. "Clearly there has been a demand from clients for one reach/frequency standard," says David Woods, President, Pattison Outdoor Group.

"The outdoor arena has become very crowded of late and advertisers are experiencing varying product delivery standards," says Brian McLean, President of Mediacom and Chair of the Outdoor Advertising Association of Canada. "This initiative of a common currency for all operators is an important step in positioning the outdoor industry as a brand.

"The new system is loaded with features, but, in particular, we like it because it is extremely user friendly," says Reneault Poliquin, VP and General Manager of Omni.

Copyright December 1998, Crain Communications Inc.

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