Milestone Brandcom has launched an audience measurement eco-system ‘Milestone Optimizer’ for the betterment of the nascent OOH landscape in the country. The ‘Milestone Optimizer’ will cover 35 cities to provide an exhausted knowledge bank of opportunities and scope for planning in the outdoor advertising space. The optimizer introduces a new measurement matrix Gross Impression Points (GIP) for the OOH medium. GIP Or Gross Impression Points definitively measures the reach and frequency of an OOH campaign giving it a holistic planning solution.
The web-based tool is built on technology and scientific data collated over the years that will help marketers, media planners and buyers make superior and cost effective outreach to consumers. Giving a more wholesome look on media planning by providing factual data collected on traffic count, consumer behaviour and segmentation, the Milestone Optimizer provides accountability at time when most agencies refer to instincts rather than science. Milestone Brandcom has invested over Rs 5 crore in developing this apparatus and has covered top 10 towns in India which account for 75 per cent OOH advertising spends. The cities include Delhi, Mumbai, Bangalore, Hyderabad, Kolkata, Pune, Ahmedabad, Lucknow and Ludhiana.
Nabendu Bhattacharya, MD & Founder, Milestone Brandcom said, “The Milestone Optimizer is a culmination of countless hours of hard work, research and scientific planning by our team. We have invested a great deal in the tool in an attempt to make OOH planning a lot more organised and scientific in the industry. Through the use of the Optimizer, brands will soon grasp the scope in this Rs 1900 crore sector and understand how underutilized it is in the country. The GIP measurement matrix is a complete scientific measurement solution that will redefine the OOH Industry. This is another benchmark in Milestone Brandcom’s journey.”
The Milestone Optimizer provides reach and frequency of different modes of OOH advertising through Gross Impression Points (GIP) that can also be compared with the more conventional forms of advertising such as print, TV and radio. It allows one to evaluate category benchmarking and market threshold level of activity giving a whole new dimension to media planning.
The Milestone Optimizer tool was developed with the support of Industry veterans, media owners, marketing and brand managers across categories and brands. IRS iLAP (Hansa Research); TGI (IMRB Research), Traffic Study (Gfk Mode); Technology Partner (Unikov Technologies) are few of credible databases used in developing a scientific planning OOH tool.