Introduces Gross Impression Points or GIP, which measures the reach and frequency of an OOH campaign
Sarmistha Neogy | Mumbai | June 13, 2014
Milestone Brandcom has launched an audience measurement ecosystem for the OOH space – Milestone Optimizer. The Optimizer measures the efficiency of an outdoor campaign, gross and category impressions, and market and category threshold level in a fraction of a second.
Clients have always considered television, print, digital, radio as reliable options for any kind of promotion. This is because in most of the above mentioned mediums, clients can measure the effectiveness and efficiency, which helps the client to take informed decisions. There are separate tracking measurements for each, for e.g., there is TAM for television, IRS for print, RAM for radio, and comScore for measuring the digital world.
However, in the OOH space, it all works on gut feel planning or inaccurate brand tracking measurability. This is where Milestone Optimizer hopes to make a difference through its web-based scientific data which will help marketers, media planners and buyers make superior and cost-effective outreach to consumers. This would save time for marketers, brand managers and media planners/buyers, who have these studies and data analysis in a ready to use format.
Nabendu Bhattacharya, MD & Founder, Milestone Brandcom, said, “The Milestone Optimizer is a culmination of countless hours of hard work, research and scientific planning by our team. We have invested a great deal in the tool in an attempt to make OOH planning a lot more organised and scientific. Through the use of the Optimizer, brands will soon grasp the scope in this Rs 1,900-crore advertising category and understand how underutilised it is in the country. The GIP measurement matrix is a complete scientific measurement solution that will redefine the OOH Industry. This is another benchmark in Milestone Brandcom’s journey.”
The OOH advertising which is still at a very nascent stage in India, witnessed a good 6 per cent growth in 2013, in spite of battling with an economic slump. According to an estimate by KPMG, the size of the OOH industry, which stands at Rs 1,900 crore, will grow by around 9 per cent in the next five years. Some of the factors which will drive growth in this space are stable government, rise of urban towns, transit media, infrastructure development, technology in the OOH space, and international players.
The Optimizer has also introduced a measurement matrix – Gross Impression Points (GIP) – for the OOH medium. GIP definitively measures the reach and frequency of an OOH campaign, which make for a holistic planning solution.
It took an investment of Rs 5 crore, use of latest technology and over 15,000+ man hours to develop this tool. The Optimizer initially covers 10 towns which account for 75 per cent of the OOH ad revenue. The cities are Mumbai, Delhi, Kolkata, Bengaluru, Chennai, Hyderabad, Ahmedabad, Pune, Lucknow and Ludhiana. There are 25 other cities remaining which Milestone Brandcom plans to cover in the next 18-24 months.
Milestone Brandcom has taken support from Hansa Research for the IRS iLAP city-level data. It has bought the report for TGI (percentage of reach) from IMRB Research, and the traffic study report from GfK Mode. The module thus encompasses a list of OOH media formats or units like billboards, unipoles, and bus-shelters, media touch points like schools, colleges, malls, and detailed inputs like unique property code, vendor, size and cost.
When asked what changes he expects to see five years down the line, Bhattacharya said, “I would prefer to look at a smaller picture and grow gradually, so instead of five, let us take it as one year. Other than covering 25 more cities and taking our count to 35, I feel the entire outdoor space will have a new face altogether with more and more opportunities for both media planners and buyers. I will say that it will at least be able to deliver a media neutral plan for brands.”