Metrics for OOH: Finally in the works?
Display Metrics India Private Ltd, MGE Data and IPSOS unveil measurement of display
Over the last decade, data has fast become a new currency for advertisers. Its intrinsic value lies in the ability to offer advertisers a more granular understanding of audiences, enabling them to drive revenue through more effective targeting. Today, the vast majority of advertising capitalises on data to some degree.
The Outdoor Advertising Industry, which is currently estimated to have a national revenue of about INR 4,200 crores with an average y-o-y growth of about 9% p.a. does not have any established and recognized analytics to measure or record its deliverables, usage or efficiency like other forms of advertising (print and TV) already have.
Display Metrics India Private Ltd. (DMPL), a start-up in the business of data analytics for outdoor advertising industry, MGE Data and IPSOS on January 17 unveiled the measurement of display (M-O-D). Noomi Mehta, president, IOAA, said “The significant point is that planners don’t want to buy media but audience. Why is it so difficult for us to give numbers? “
Indrajit Sen, Director, DMIPL shared that the idea of implementing M-O-D could kick off starting from the top 10 cities. “We would be starting off with Delhi NCR and the Bombay cluster. One year will be dedicated to the first two clusters,” said Sen. The revenue model will be a usage-based one, not a blanket subscription model. He said that it will take off slowly and there will be a travel habit survey conducted before the implementation."
Sen revealed that it will be taken to the metros and airports and malls could also be a part of the plan but as an add-on project. “ We will conduct a traffic and travel survey spread to identify seasonalities, differences that will come in, etc. Once that pattern is set, it will be an ongoing exercise thereafter.” The group plans to leverage visibility-adjusted contact numbers and start off with on-road static displays with multisensorial capabilities that will help monitor the efficacy of OOH campaigns and the ROI on them.
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