Top Story

e4m_logo.png

Home >> International >> Article

Lintas introduces new tool to measure efficacy of outdoor advertising

09-January-2001
Font Size   16
Lintas introduces new tool to measure efficacy of outdoor advertising

LinOPES (Lintas Integrated Outdoor Planning & Evaluation System) is a tool that has been devised by Lintas to measure the efficacy of outdoor advertising. This is the first of its kind in India.

LinOPES consists of four steps. It starts with the selection of the outdoor option. This involves choosing the best option. From that stage, there are evaluation parameters, which are used to identify the ideal site options. This forms the second stage of the process. The third stage involves devising a detailed final plan with execution guidelines. Finally there is a post-selection review where systematised monitoring and evaluation is done.

LinOPES has a monitoring system across twenty three cities and offers the visibility index which acts as an indicator of how effective the outdoor advertisement has been. The parameter to compute the visibility index is essentially site-related. This includes the size, visual angle, height, exposure time, clutter, quality of the board used and suitability of the location.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

The aim is to advance the company’s goal of simplifying its business and drive deeper service connectivity to its clients