Laqshya launches Research on Outdoor Audience Movement
By VJ Media Bureau - May 27, 2013
The measurement will be done on by audience measurement metric based on traffic count and allow clients to reach a ballpark figure on OTS/ Eyeballs.
Laqshya group announced that it has introduced'ROAM' Research on Outdoor Audience Movement, a scientific audience measurement tool in the field of outdoor advertising. The study allows the clients to reach at a ball park figure on OTS/ Eyeballs. With the combination of the proposed spends and traffic count based OTS, it has now become possible to evaluate the ROI. To begin with, the study will be available in Mumbai, Delhi and Bangalore. The research oriented OOH entity decided to partner with a technology driven monitoring provider to conduct traffic count in three major metros of the country. It was done through video based software analysis. The traffic movement on 49 major junctions of Mumbai, Delhi and Bangalore were monitored and tracked during this research. Break up of traffic was split across various vehicle categories- Sedans / Hatchback/SUV/Heavy commercial vehicles, 2 and 3 wheeler.
Talking on this further, Atul Shrivastava, COO, Laqshya Group, adds, "Lack of a reliable, consistent, people-based audience measurement system that provides data comparable to other media is one reason why outdoor advertising has not gained more traction. Undoubtedly, the initiatives like these will take outdoor media, the oldest media to the next level because advertising today is all about accountability. The traffic count tells you the number of vehicles passing by a particular stretch. We also understand that just because thousands of cars drive by a billboard is no guarantee that the driver viewed the billboard. That's why we have inbuilt and integrated the visibility index of the media unit to our study.â€ He adds that their proprietary visibility Index will offer a way to scientifically reduce the number of exposures to determine the realistic number of people who are actually seeing the billboard.
According to the company press release, Laqshya always believed that it's imperative that outdoor industry gets an audience measurement tool to deliver better ROI to advertisers and past associations with funding IOS were on same lines. Metrics will allow the medium to compete even more effectively with other media, prove the true worth in any media plan and attempts like these will help them aggressively market the medium as a whole.