Greater China: China group looking to import outdoor measuring tools

BEIJING: The China Advertising Association is planning to import international research tools into the country as part of a concerted effort to address the lack of measurement data that is hampering outdoor's mainland growth. Tom Outdoor Media Group's president, Li Jian, who sits on the CAA's committee for outdoor advertising said: "In China, we know that there is a lack of measurement for outdoor in metrics. As a member of the CAA's outdoor committee, I can say that we are trying to look for foreign outdoor methodology, develop outdoor tools and adapt for these for China." He declined to provide a timeline for the launch of the nationwide measurement service, but noted that the group was looking at a roll-out "soon".