The move is in response to increased demand from advertisers and outdoor specialists who require proof of postings and delivery information across the entire outdoor medium.
Currently, each media owner operates its own proof of posting system, so the OAA's centralised conduit for cross-outdoor information will make it easier for the specialists to interpret the data from their campaigns.
The OAA, which acted in consultation with ISBA and the IPA's Outdoor committee, has concluded a six-month tender process and appointed the systems specialists Optimad Media Systems to develop and manage the new system.
The OAA's operations director, Bill Wilson, said: "Advertisers want to know that their campaign has been delivered as purchased, and the new system will indicate the posting performance across their total campaign."
The new system will be fully available to IPA Outdoor agencies by October.
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