The Out of Home Audience Measurement Council (OAMC), also known as OHAMC, is an independent industry organization focused on strengthening audience measurement, data standards, transparency, and market infrastructure across the out-of-home (OOH) advertising industry.
OHAMC initially serves five priority markets
Ghana, Nigeria, South Africa, Kenya, and Tanzania — creating a shared measurement and data framework across some of Africa’s most important and rapidly developing advertising markets. These countries also overlap with the geographic expansion of Sight, helping create a connected ecosystem in which industry standards, media inventory, audience intelligence, and planning technology can develop together.
The Council brings together OOH media owners, agencies, advertisers, technology providers, researchers, and other industry stakeholders around a shared goal: creating more consistent, credible, and usable standards for understanding how people move through cities, how outdoor advertising audiences are measured, and how OOH media inventory is evaluated, compared, planned, bought, and repamorted.
OHAMC Purpose
OHAMC exists to address one of the most persistent challenges in the global OOH industry: fragmented data and inconsistent measurement. Across Ghana, Nigeria, South Africa, Kenya, and Tanzania, media markets differ significantly in maturity, infrastructure, available datasets, media formats, and measurement practices. Media owners may rely on different traffic sources, audience assumptions, methodologies, terminology, inventory classifications, and reporting standards.
That fragmentation makes it harder for agencies and advertisers to confidently compare opportunities across media owners, formats, cities, and countries. It can also make high-quality local inventory more difficult for international buyers to discover and evaluate.
OHAMC is designed to create a common foundation.
The Council develops and promotes standardized approaches to impressions, reach, frequency, audience composition, observed movement, traffic and mobility data, media classifications, inventory attributes, and other metrics used to understand the audience and commercial value of out-of-home advertising.
Rather than forcing every market or media owner into an identical model, OHAMC provides a common framework that allows local data and market realities to be translated into metrics that buyers can understand and compare.
This is particularly important as advertisers increasingly plan across borders.
A global or regional advertiser evaluating opportunities in Accra, Lagos, Johannesburg, Nairobi, and Dar es Salaam should not have to learn an entirely different measurement language in every market. OHAMC works toward a system in which those markets can retain their local characteristics while becoming significantly easier to evaluate within a broader regional media strategy.
The Council serves both the supply and demand sides of the OOH industry.
For media owners and operators, OHAMC helps create greater credibility, visibility, and comparability for their inventory. Independent standards and more consistent data can help smaller and regional operators demonstrate the value of their assets alongside larger media companies and make their inventory easier for agencies and advertisers to discover, evaluate, recommend, and purchase.
For agencies, planners, and buyers, OHAMC provides a more reliable foundation for comparing opportunities across vendors and markets. Instead of relying entirely on disconnected spreadsheets, individual vendor methodologies, inconsistent traffic estimates, or incomplete market information, agencies can evaluate locations, formats, corridors, audiences, and investment opportunities using a more consistent framework.
For advertisers and brands, the Council supports greater transparency and confidence in OOH investment. Standardized measurement makes it easier to understand what media is available, who it is likely to reach, how one opportunity compares with another, and how OOH can fit alongside digital, television, social, retail media, and other channels within a broader media strategy.
OHAMC also gives participating industry members a direct role in shaping how the industry evolves.
Members can contribute market knowledge, participate in working groups, provide feedback on proposed methodologies, and vote on industry metrics, standards, and tools. This helps ensure that the measurement infrastructure being developed reflects the realities of the markets it serves rather than simply importing models developed for different geographies.
The initial five-country footprint — Ghana, Nigeria, South Africa, Kenya, and Tanzania — is deliberately designed to establish a connected regional foundation.
Together, these markets include major commercial centers such as Accra, Lagos, Abuja, Johannesburg, Cape Town, Nairobi, and Dar es Salaam, along with rapidly growing secondary cities and transportation corridors. Building consistent standards across these markets creates the foundation for agencies and advertisers to plan regional OOH investment with greater confidence while giving local media owners greater access to regional and international demand.
OHAMC has also partnered with Sight, an OOH intelligence and media technology platform designed to make inventory easier to discover, evaluate, plan, transact, manage, and report.
The relationship between OHAMC and Sight is intentional but distinct.
OHAMC establishes the industry framework: standards, measurement principles, definitions, methodologies, research, and industry participation.
Sight provides technology that can put those standards to work.
Through Sight, standardized industry data can become operational rather than remaining confined to research documents or periodic reports. Media owners can make inventory more visible and structured for buyers, while agencies and advertisers can use tools for inventory discovery, market benchmarking, observed movement analysis, campaign planning, media evaluation, holds, workflow management, campaign tracking, and reporting.
This creates an important feedback loop.
Better industry standards create better data. Better data improves planning and evaluation. Greater transparency increases buyer confidence. Increased buyer participation creates more market data. And that growing body of information can continuously improve how OOH audiences and opportunities are understood across the five markets.
Ultimately, the purpose of the Out of Home Audience Measurement Council is to help build the institutional and data infrastructure required for a more modern African OOH marketplace.
OHAMC is not simply a research organization, software company, or trade association. Its role is to help establish shared rules, trusted measurement, greater transparency, and a common language between media owners and media buyers.
By bringing together stakeholders across Ghana, Nigeria, South Africa, Kenya, and Tanzania, OHAMC is working toward an OOH ecosystem that is more credible, measurable, discoverable, comparable, and efficient — and better positioned to attract both local and international advertising investment.