On the 20th of October 2018, Alma Quattro and TAQ  shared what is “The right measure of OOH” at AcademIAA 2018. With over 35 young advertising professionals, we shared the know-how about the first advertising form in the world.

Our IT manager, Zoran Jović, had a mission to demistify OMEX research.

Zoran, explained how we measure and index media quality, but also busted a myth that “media on the right side” is always better. Although clients and agencies insist on buying media on the right side of the road, measured difference between media on the left and the one on the right side of the road is practically non existent. This information is very significant for young media planers.

To illustrate a point that even precise research such as OMEX has sometimes inaccurate data, Zoran shared a truthful anecdote about a confusion one postman inflicted upon IPSOS and Alma Quattro during OMEX research. During tracing trajectory of an unidentified person, it appeared that he never left Mali Mokri Lug and every single day repeated the same path, never seeing any OOH ads. After additional research it turned out that the man was a postman and this was his work route when delivering mail.

Bojana Novaković, our Sales Director, shared data related to OOH significance in Marketing mix and the ways it is being transformed by IT. Her point of view was illustrated by examples of successful OOH campaigns abroad, but the ones Alma Quattro produced for its clients as well. Those, alongside many more campaigns, can be found on our YouTube channel and AQ site.

Gorica Mijovic, General Manager of TAQ d.o.o. , subsidiary of Alma Quattro and Tegetlab, took the mic from there, sharing how her company built a digital OOH extension. TAQ provides, for the first time in Serbia, digitally targeted OOH advertising.

Free high quality WiFi is available to all citizens of Belgrade on 90 bus stops, over 21 Coffee dream locations and 12 locations in the main pedestrian zone in Knez Mihailova Street. On the other hand, it gives advertisers an opportunity to target audience with laser precision.

Since company foundation in april 2017. media earned the trust of many creative and media agencies, but clients as well,  some being mentioned during the presentation.

Gorica accented that the service they provide is in no way spam, because the only time user sees the ad is during network login. After answering one simple question, user is free to use internet. According to their database, TAQOO targets and places ads to 450 000 up to half a million users monthly, making it an ideal combination of mass and niche media.

Delegates interrupted the presentation many times with questions, showing that digital natives listen carefully and have a great deal of interest in Out of home media.

Project AcademIAA is educational project of IAA Serbian Chapter. Alma Quattro is member of IAA Serbia, supporting the project since its launch for over 3 years.