In its endeavour to assist clients and agency alike with effective OOH campaigns, Jagran Engage has recently launched some impressive web-based tools designed to evaluate creative, provide planning tools, offer crucial information on category and city wise spends in the top 10 markets and get near real-time updates on current campaigns.
Speaking at the launch, Indrajit Sen, Business Head and COO, Jagran Engage, said, “Consumer insight has prompted us to offer these tools online and bridge this latent need. This is particularly significant because most brands wanting to do an OOH campaign rely mostly on gut feel to get their plans in place. It is extremely user friendly and we are the first to have moved towards creating the tools online. Because the architecture is web-based, it can be used at the client’s convenience – anytime anywhere. The tools will offer comprehensive assistance – pre, during and post campaign.”
He further said, “Not much importance is given to the fact that for a campaign to be a successful it is imperative to use the ‘right’ creative. Often one notices the print creative adapted to outdoors, a sure recipe for disaster. One of the most common problems faced in doing an outdoor campaign is the feedback that the creative cannot be read after the same has already been displayed. To eliminate this problem altogether, our ‘Simulator’ helps check the legibility of the creative when placed on a hoarding at a distance, even before the plan for the outdoor campaign is finalised.”
Clients can check the creative on hoardings in different ratios (1:1 or 2:1 or 1:2) and get a feel as viewed from various distances – close, mid-distance or from far.
“The ‘Client Zone’ section allows our customers 24x7 access to their campaigns – current and previously executed ones. They get to see the photographs, which are uploaded once the site is installed. The campaign summary offers information on markets, media options, campaign start date, purchase order details. We also provide financial summary for a campaign. In addition, it helps compare this campaign with the ones executed earlier. This exclusive tool offers the advantage of mapping planned versus actually executed campaigns,” Sen further said.
The ‘Analytics Tool’, which will soon be functional, provides a showcase of various media options provided across the country by Jagran Engage. This also provides important information on all the necessary statistics of a site, for example, location, size, audience apertures catered to, traffic count and the last five displays on the site.
Sen said, “Based on the campaign objective and the TG profile, our ‘Location Optimizer’ helps the client identify locations they must be present in. Our ‘Usage Tracker’ provides city-wise and category wise spends across the top 10 locations in the country each month.”