Audience measurement, the one sacrosanct aspect in any medium, has also been a point of contention and discussion over the years for the out-of-home advertising medium. With the increasing need to finally put in place a system for common currency for audience measurement,  a booklet on Audience Measurement was launched on Day 2 of Outdoor Advertising Convention (OAC) 2022, being held at the Westin Mumbai Powai Lake. The booklet developed by ReLU AI System was launched by the Indian Outdoor Advertising Association (IOAA) in the presence of Noomi Mehta, Chairman, IOAA, Frederick  Brun, Managing Director,  JCDecaux India; Alok Jalan, MD, Laqshya Media Group; Shekhar Narayanaswamy, President, Times Innovative Media Ltd; Pawan Bansal, COO, Jagran Engage; C D V Subbarao, CEO & Director of Prakash Arts; and  Anant Jain, Director, Proactive In & Out.

The booklet enumerates the process of audience measurement in the context of the OOH medium as used by the metrics platform Roadstar & Telescope developed by ReLU AI System.

Roadstar essentially is an audience measurement platform built on mobility data for Indian Market with Mobility data here being the anonymized mobile GPS logs collected from mobile phone apps from millions of individuals.

The Audience Measurement booklet is available on the OAC app for download. The booklet launch was  followed by Rachana Lokhande, Consultant, IOAA, and Magesh Poondi, CEO, ReLu AI Systems, addressing the audience on ‘Building a Common currency for the Indian OOH.’