ROAD 2.0: OOH Measurement with Trish Guilford Artwork

Beyond The Billboard

A Podcast about insightful & topical Out of Home advertising discussions with key industry experts created to educate and inspire. Join OOH Experts and Co-Hosts; Livia Brown & Kirsty Carlson as they go Beyond The Billboard to discover the world inside Out of Home.

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Beyond The Billboard

ROAD 2.0: OOH Measurement with Trish Guilford

August 21, 2025 • Season 2 • Episode 20

We kick off a three-part series on OOH measurement with Trish Guilford, General Manager of the OMC. In this episode, we unpack the formation and evolution of the OMC, the ROAD 2.0 methodology, and the latest updates.

Trish explains the costs and benefits of being part of the OMC and why the introduction of VAC (Visibility Adjusted Contact) is a game-changer, aligning South Africa with global best-practice standards in OOH measurement.

A must-listen for agencies, media owners, and marketers looking to understand how trusted measurement is shaping the future of OOH.