OMANZ announces new standardised billboard currency – Daily Traffic Visuals (DTV)


Auckland, 28th July 2014

OMANZ, the association representing members comprising more than 80% of the NZ OOH industry, announces important changes in the way billboard audiences are measured.

Adam McGregor, GM OMANZ explains, “Our members have moved to address a stated impediment to OOH revenue growth – namely agency frustration at inconsistency between companies in the time period in which audiences were expressed and in some cases a lack of confidence in the numbers themselves.”

To address this need from 1st August all member billboard operators (APN Outdoor/iSite/Media5) will adopt a single currency –  Daily Traffic Visuals (DTV).

The new system delivers significant advances in three ways:

Firstly and importantly, the base traffic counts are not supplied by the media operators. Leading independent geo-spatial experts, Critchlow have derived the latest and most accurate traffic counts for relevant road sections for each billboard ensuring the integrity of the base data.

Secondly, Critchlow in conjunction with iSite has developed a series of rules which, when applied universally greatly refine the audience outputs. For the first time agencies can take confidence that there is a consistent, independently verified methodology for applying variables such as billboard orientation, traffic flow and effective viewing distance.

Thirdly, DTV numbers will be accompanied by a Critchlow trust mark assuring their authenticity. Member operators have agreed to publish DTV numbers on their site cards and proposals in the public domain, and to further guarantee transparency the outputs will also be available on the OMANZ website for reference.

OMANZ chairman, Wayne Chapman commented, “The introduction of DTV currency is a modest but nonetheless significant step in the continuing maturity of the OOH industry. Members have demonstrated an ability to work collaboratively towards an outcome that will deliver our customers a superior product and give them the confidence to further invest in the growth of our medium.”

For further details please contact:

Adam McGregor, General Manager OMANZ
Tel: 09 489 8888

Wayne Chapman, Chair OMANZ
Tel: 09 360 2338