Laqshya launches OOH measurement metric based on traffic count

Christened ROAM, the tool allows clients to reach a ball park figure on opportunity to see/eyeballs. The study is currently available for Mumbai, Delhi & Bangalore

e4m by exchange4media Staff
Updated: Jun 4, 2013 4:28 AM
Laqshya launches OOH measurement metric based on traffic count

Laqshya Group has unveiled an audience measurement tool for the outdoor advertising space, christened ROAM (Research on Outdoor Audience Movement). The OOH entity partnered with a technology-driven monitoring provider to conduct traffic count in three major metros of the country. It was done through video based software analysis. The traffic movement on 49 major junctions of Mumbai, Delhi and Bangalore were monitored and tracked during this research. Break-up of traffic was split across various vehicle categories – sedans, hatchbacks, SUVs, heavy commercial vehicles, two- and three-wheelers.

The study allows clients to reach a ball park figure on opportunity to see (OTS)/ eyeballs. With the combination of the proposed spends and traffic count based OTS, it has now become possible to evaluate the RoI. To begin with, this study is available for Mumbai, Delhi and Bangalore. With this, the ability to talk about an outdoor media buy in the same terms as TV, print and radio will become more existent and is expected to increase visibility for the outdoor medium.

Elaborating on this initiative, Atul Shrivastava, COO, Laqshya Group said, “Lack of a reliable, consistent, people-based audience measurement system that provides data comparable to other media is one reason why outdoor advertising has not gained more traction. Undoubtedly, initiatives like these will take outdoor media to the next level, because advertising today is all about accountability. The traffic count tells you the number of vehicles passing by a particular stretch.”

The study also has an inbuilt and integrated the visibility index of the media unit, which will help determine the realistic number of people who are actually seeing a particular billboard.

“Metrics will allow us to compete even more effectively with other media, prove our true worth in any media plan and attempts like these will help us aggressively market our medium as a whole,” Shrivastava concluded.

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