Media Research Users Council (MRUC) has announced its intention to measure the untracked outdoor advertising space with its Indian Outdoor Survey (IOS) in association with Hansa Research. The survey, which will be implemented in 19 cities over the coming years, will bring out its Phase I and II reports in December 2007 and March 2008 respectively with 11 cities. Four new cities will be added each year.
Phase I will include Chennai and Ahmedabad; while cities like Mumbai, Delhi, Bangalore, Kolkata, Hyderabad, Lucknow, Pune, Jaipur and Kochi will come under the scanner in Phase II. The survey plans to cover over 25,000 sites in Phase I and II cities.
“This is the first time that all the three industry constituents -- advertising agencies, advertisers and media owners -- have come together for creating a measuring tool for the industry. I hope IOS will become the planning and buying media tool for this medium in the country,” said Roda Mehta, Chairperson-Technical Committee, MRUC.
The IOS committee will be chaired by Sandip Tarkas, Media Head, Reliance ADAG. The members include the likes of Abhijit Sengupta, Arminio Rebeiro, Hemant Shah, Madhuri Sapru, Nabendu Bhattacharyya and R Gowthaman.
Through the implementation of IOS, MRUC intends to deliver a database for planning and buying of hoardings, bus shelters and kiosks; a count of vehicular traffic, by vehicle type (5 modes); by road stretch; an estimate of the travelling population and pedestrians present on the road stretch, and their profile; an opportunities-to-see (OTS) for the site; a GIS map with software to view the plan-pan on the city; and a site selection and planning software. The IOS model will take into account the five modes of travel -- two wheelers, three wheelers, four wheelers, buses and pedestrians. The IOS Campaign Operations is intended to aid in planning a campaign, viewing and modifying a campaign, and also evaluating it based on reach and frequency.