Madison OOH, the outdoor arm of Madison World, has launched an indigenously developed suite of planning tools to offer “robust” outdoor planning to clients.
In a press statement, the company said, “Given the complexities in planning for an outdoor campaign, the suite provides tools ranging from site-selection, plan-evaluation to budgetary allocation amongst different cities.”
One of the tools is Madison Vu-on-street, which is a site selection and plan evaluation tool that covers 18,000 large format sites in 18 cities. Madison OOH says it covers 65 per cent OOH inventory in the country and grades the sites on 38 sub parameters on the basis of site attributes such as site illumination, size, horizontal/vertical angle, clutter, site placement, viewing distance and Site Environment attributes such as road type, viewing opportunity, vehicular traffic volumes, speed of traffic, pedestrian traffic volume, etc. Over the next 6 months, the tool will cover 30 cities and over 21,000 sites.
Vu-on-street also offers Vicinity which enables creating multi touch point centric plans at a macro level and the opportunity to do micro level hyper localization. This feature allows clients to select OOH formats in and around 27 touch points in 18 cities. These touch points range from key ambiences encompassing the consumer in their work, live and play arenas like residential areas, corporate hubs, gyms, malls, spas, pubs, etc.
Another tool is Madison Maxemiser, which allows allocation of budgets across cities by facilitating the distribution of media investment budgets in the targeted cities using a database, enabling a more scientific basis for budget allocation.
“All these tools will make the media planner’s life more scientific and facilitate objective site selection by allowing planners to make a data based decision and benchmarking the weight and impact of various OOH Campaigns. Every plan will deliver a plan average, which can be benchmarked against city average, competitor/ category average, past campaign average; thereby enabling evaluation of campaign ROI,” said the company in the statement.
Speaking about these tools, Soumitra Bhattacharyya, CEO Madison OOH, says “We have invested a lot of time and effort in developing these tools in-house and have tested them across various markets and various sizes of client budget. The tools will be a good aid to all planners and will allow them take pan India strategic decisions at a click of a button.”