Laqshya launches traffic count audience measurement metric

OOH is an important component in most companies' total advertising mix but non-availability of metrics to ascertain ROI has been a stumbling block

BestMediaInfo Bureau | Delhi | May 29, 2013

Laqshya Group has launched ROAM (Research on Outdoor Audience Movement), a scientific audience measurement tool in outdoor advertising. The outdoor agency decided to partner 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 tracked during this research. The breakup of traffic was split across various vehicle categories – sedans, hatchback, SUV, heavy commercial vehicles, 2- and 3-wheelers.

The study allows clients to reach a ballpark figure on OTS/eyeballs. With the combination of 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 scope for outdoor media buy being on a similar plane as TV, print and radio will become more common and will increase visibility for the outdoor medium.

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. Initiatives like these will take outdoor media, the oldest 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. We also understand that just because thousands of cars drive by a billboard is no guarantee that the driver viewed the billboard. That's why we have built in an integrated Visibility Index of the media unit to our study. Our proprietary Visibility Index will offer a way to scientifically reduce the number of exposures to determine the realistic number of people who are actually seeing the billboard.”

Metrics can enable OOH agencies to compete more effectively with other media, prove its worth in any media plan and attempts like these will help aggressively market the medium as a whole.

Info@BestMediaInfo.com

Info@BestMediaInfo.com