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Lintas introduces new tool to measure efficacy of outdoor advertising

09-January-2001
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Lintas introduces new tool to measure efficacy of outdoor advertising

LinOPES (Lintas Integrated Outdoor Planning & Evaluation System) is a tool that has been devised by Lintas to measure the efficacy of outdoor advertising. This is the first of its kind in India.

LinOPES consists of four steps. It starts with the selection of the outdoor option. This involves choosing the best option. From that stage, there are evaluation parameters, which are used to identify the ideal site options. This forms the second stage of the process. The third stage involves devising a detailed final plan with execution guidelines. Finally there is a post-selection review where systematised monitoring and evaluation is done.

LinOPES has a monitoring system across twenty three cities and offers the visibility index which acts as an indicator of how effective the outdoor advertisement has been. The parameter to compute the visibility index is essentially site-related. This includes the size, visual angle, height, exposure time, clutter, quality of the board used and suitability of the location.

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