OUTDOOR COMPANIES OFFER ONE APPROACH FOR ADVERTISING
By Adnews Staff
Four outdoor companies have teamed up to offer a common platform for planning and evaluating outdoor advertising. The companies involved are: Mediacom Inc. Pattison Outdoor Group and Urban Outdoor Trans Ad, all of Toronto, as well as Omni, The Outdoor Company of Montreal. Called Outdoor Synergy, the program will provide agencies with one reach/frequency standard, standard market definitions, coverage factors developed with consistent methodology, rate cards for all operators, presentation graphics and a common currency for agencies and outdoor operators. The software updates data at the same time for all outdoor operators. Until now, various outdoor operators supplied planning models to advertisers. The four companies represent about 96% of the outdoor inventory across Canada. The program was developed by Harris Media Systems of Toronto.