Initiate consumer data capture with a pilot: LV Krishnan

Addressing OAC 2018, L V Krishnan, CEO of TAM Media Research spoke about how the OOH industry could initiate the development of OOH audience metrics.

He pointed out that incorporating an easy technology like street cameras with artificial intelligence on IOT can enable data capture that can be easily presented anywhere. It would be a completely automated process capable of providing seamless data 24x7. And the live streaming of moving consumer data can be employed for campaign planning. He added that in controlled environments like stadium, malls, etc., the data capture can be monetised much more easily.

Krishnan urged the OOH industry to pilot the measurement model at one location and based on the outcomes, it could be taken to more locations.