Gauging the OOH impact
By Bhawana Anand - April 23, 2013
Proof of Performance takes one step forward in order to resolve the issue of monitoring and measurement by providing evidence of performance to the whole OOH eco-system.
Drive ThrOOH tool will video-graph the outdoor medium in order to monitor the campaigns which will also be supported with the performance evidence. The objective is to provide the much needed data to the industry, where the tool can be used for the planning, compliance monitoring and analysis (PMA). The Drive ThrOOH data is meant to target the brand owners who hesitate in spending on OOH medium due to loss of measurement and transparency.
The Drive ThrOOH tool is developed to overcome the flaws of previous monitoring system. Traditionally, outdoor advertising data was collected through using still photographs of the media assets, on various stretches and routes. Apart from making it cumbersome to manage huge amount of data, the method allowed for ambiguity, as some data could have been missed or there could be valid concerns about the accuracy of the data. The date, time and locations claimed in photographs could also be tampered with, and such incidents were damaging the credibility of the Industry as a whole.
Many reputed advertisers were on record saying that they spend less on OOH due to this lack of accountability and data about measurement. However the Drive ThrOOH collects the high definition videos and allied data such as GPS coordinates will be mined to extract the required business intelligence. The tool will be analyzed by professional software which can help in extracting the business intelligence, for instance which billboard is present at which location, which brand is advertising on that, who advertised on the previous fortnight and so on. The Drive ThrOOH data will also provide the various data like trends about how much categories are spending, which parts have been used by a certain category and etc.
Media owner fraternity, who suffers the most due to absence of monitoring tool, will come on level playing field with the usage of this data. The asset owners can become the part of the system and can compete on the basis of videos. They can showcase their sites condition and quality along with the traffic going on. With the help of the scientific data, media owners can demand the price that they find worth to their sites. And during the collateral damage or sites that are genuinely not good, the advertiser could be rationalizing the price, subsequently media owners can take the advantage of the data in negotiating slightly better. Moreover, the company will also give access to a free Media Owner Control Panel (MOCP) to asset owners, to update/manage the inventory, receive booking inquiries and maintain records, create reports and plans.
Brands who are the desired target audience of Drive ThrOOH will get the performance details along with the ROI measurement. The entire stretch and traffic will get covered in the video which can provide a detailed scientific data to the brands. A traffic count system has also been developed that could use the recorded videos and count the traffic and classify it into small cars, big cars, SUV's, Two Wheelers, Buses/Trucks, pedestrians etc. This will help the brands in selecting the sites according to their desired campaign and promotional activities. This data will not only push towards the brands that are already utilizing OOH medium, but mainly considered on those who doesn't spend on the medium.
Proof of Performance has already initiated introducing the tool to the brands and received a segregated response as the brand owners never thought that this can't be done for outdoor medium. Harjaap feels that if such advertisers can start putting their faith, on the strength of these tools, the hard work would have been rewarded. Since the data is not affiliated to any media agency or media owner, the growth of the Industry as a whole is its focus.