Laqshya Media Group introduces technology to measure OOH ad reach in India

SHARP, an AI empowered tool from Laqshya Media Group will help measure the effectiveness and media value of outdoor ad campaigns with supportive numeric data

e4m by Anjali Thakur
Published: Nov 1, 2019 7:30 AM  | 3 min read
Atul Srivastava, Group CEO, Laqshya Media

Just when advertisers were shying away from the medium, the Out of Home (OOH) industry outdid itself in terms of creative, innovations and reach. With a fair dosage of digitizing itself, OOH is now ready with its next big disruption. Addressing the only possible drawback of the industry which is measurability, OOH is all set to put numbers to its reach.

Laqshya Media Group (LMG) has introduced the disruption in the Indian market. The Delhi-based OOH brand has launched ‘SHARP’ (Strategic Hyperlocal AI-powered Reach Planner), a first-of-its kind planning tool for measuring the effectiveness and media value of outdoor campaigns.

What is SHARP and how does it measure the reach of OOH ads?

The OOH tool uses machine learning to deliver AI-optimized metrics and recommendations. The system is fed with data received from more than 50,000 geo-tagged sites comprising of Billboards, BQS sites, mall facades, pillars and poles across 26 cities. SHARP combines diverse data points including geotagged OOH locations across formats, traffic measurement studies by global research agencies, multiple databases to map and measure the current profiles of resident and  transit population and panel rating points, and various other site factors with the data on thousands of sites across multiple OOH formats.

Each site is geo-tagged and cross-linked with google-map APIs to indicate various relevant points of interest like banks, auto showrooms etc. from the site. SHARP is also coded to differentiate between multiple (stacked) billboards at the same location with indicative pricing per site.

Though new in India, OOH measurability has been a global topic of discussion and markets like Paris, South Africa, US and Australia already use AI driven tools to measure the reach of ads on the platform.

This move comes in at the right time for the Indian market. “Since the industry is facing an evident slowdown, we want to work in consolidation with the industry to help it grow. We will focus on technology as it plays an important role for any OOH firm,” said Atul Shrivastava, Group CEO, Laqshya Media Group (LMG).

Speaking about the advantages of measurability, Shrivastava said, “This is India’s first ever measuring tool, developed in-house by LMG that allows brands to target the right audiences with reach or a budget as an objective for an OOH campaign.”

 “Brands are inclined towards measurement as it gives them better ROI’s. They know the engagement level and plan their investments accordingly,” he added.

LMG is best known for their iconic advertisements with clients such as Maruti, LG, Quikr, Myntra, Shopper Stop, Platinum Guuild, a Tanishq, Flipkart. 

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