Following an effort that has spanned five years, Media Research Users’ Council (MRUC) and Hansa Research are all set to release the Indian Outdoor Survey (IOS) 2009 for Mumbai on June 15, 2009. The Patron Sponsors, who provided the initial funding for the project, include Laqshya, Outdoor Advertising Professionals, Ogilvy and Reliance ADAG.
The IOS Technical Committee comprises Roda Mehta – Former Technical Chairperson, MRUC; Sandip Tarkas, Future Media – Ex Vice Chairman; Shripad Kulkarni, Allied Media – Current Vice Chairman; Nabendu Bhattacharyya, Ogilvy Action; Vani Dixit, Laqshya Media; Arminio Rebeiro, Platinum; Abhijit Sengupta, OAP; Hemanth Shah, Times OOH and Swati Suvarna, Big Street.
The MRUC believes that the IOS would help “unlock the potential of outdoor”. An official communiqué from MRUC stated, “The contemporary view of the outdoor medium from a media planner’s perspective has evolved over time. In an age of ever-increasing specialisation, with media focusing on smaller slices of the population, outdoor advertising remains the champion of the generic and the all-inclusive... The IOS is the first syndicated study in India on outdoor media that will resolve some of the key concerns of advertisers, their agencies and the sellers of outdoor media.”
The MRUC and Hansa Research have planned the IOS as a complete media planning & buying tool for the outdoor media. The statement also said, “IOS appraises outdoor sites with respect to their ‘visibility’ quality. It goes beyond measurement of ‘visibility’ and provides ‘reach’ for the selected sites as part of a campaign. It allows to plan campaigns targeted to reach select ‘audiences’ at defined levels of exposure.”
On the IOS Database capabilities, the communiqué said, “ Site database for planning and buying of hoardings, bus shelters and kiosks; estimate of count of traffic by five different modes by stretch and estimate of the travelling population and pedestrians present on the road stretch, and their profile.”