With metrics, transit media can deliver big
By M4G Bureau - March 11, 2019
Manas Mohan, Ideation Evangelist & Principal Consultant, SHARP, Laqshya Media Group, explains that with metrics, each segment within OOH media will be able to give specific reasons for being a part of a media plan
Having launched the Strategic Hyperlocal AI-Powered Reach Planning (SHARP) tool, the Laqshya Media Group venture is planning for a wider coverage of transit media formats in the medium term. Work on coverage of 3,901 bus shelter media is underway in six cities – Delhi, Mumbai, Chennai, Bengaluru, Lucknow and Ludhiana.
In due course, the tool will have coverage of other transit formats like Metro media, and airport media, and eventually cover moving media as well.
Manas Mohan, Ideation Evangelist & Principal Consultant, SHARP, Laqshya Media Group, in his address on the theme of ‘How audience metrics will catalyse transit media growth’ at the 1st Transit Media Talks Conference held in Mumbai on February 28 said that each site covered is geo-tagged, providing an accuracy of up to 6 meters. So, when the BQS media is covered, each site is differentiated. This is particularly useful at locations where several bus shelters are put up side by side, as is the case in Chennai.
On a broader plane, SHARP combines the ‘holy trinity’ – (i) a database of 26,000 currently geo-tagged sites, (ii) the resident population and transit traffic at each geo-tagged site, and (iii) telco-data-based repeat factor of OTS at the said site, which will be ready by Q2 2019. Manas explained that with this, SHARP tool will be able to deliver to clients (i) computed gross reach numbers/ site, (ii) ranking of areas on TG density, (iii) cost per impression, and (iv) ‘net reach’ of an OOH campaign.
Around each site there is a resident population living around it. SHARP tool uses 2011 Census data, and with layers of other data over it – education data, smartphone usage pattern, housing data, cars sales, consumer durables sales, etc.
On-ground data obtained via Laqshya-GFK Traffic count at 480 junctions; 1,803 data points across 22 cities and PWD road traffic data; (ii) Digital data via Google Maps and Touchpoints APIs, social media ‘platforms’ including touchpoints databases like Zomato, Foodpanda, Magicbricks, 99acres, etc.; and (iii) Tower-based telecom data statistics across 2500 towers in India – which will be ready by Q2 2019. “We have reason to believe we are 95% accurate,” said Manas.
Looking ahead he said that “with the metrics in place, transit media can deliver massive numbers at relatively lower costs”. Each segment within OOH media will be able to give specific reasons for being a part of a media plan.