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Home » OOH News » Madison OOH launches OTS Measurement Updates for COVID19 Unlock times
Madison OOH launches OTS Measurement Updates for COVID19 Unlock times

By M4G Bureau - July 13, 2020

As an extension to its existing Traffic Count Tool, the OTS COVID-19 update will help in providing current and realistic OOH estimations to clients and will be updated on a weekly basis

The COVID19 lockdown has significantly changed the user mobility where the current traffic movements are very different when compared to the Pre-COVID Lockdown movements, and are quite unpredictable.

Realizing this unpredictable outdoor scenario, Madison decided to launch an extension to its Traffic Count Tool. This tool is designed to provide clients with legitimate data to help them note the actual changes in OOH mobility in the Post COVID lockdown era. AdMAVIN – a Geo-spatial marketing solutions company, founded by alumni from IIT Madras is the technology partner of Madison

The extension of Traffic Count Tool utilizes the Google mobility reports. These reports are available for various countries and contain state-wise summaries for each touchpoint. The algorithm of Traffic Count Tool is updated to provide OTS based on the current OOH Mobility with a location level detailing.

Vikram Sakhuja, Partner & Group CEO, Madison Media & OOH comments, “Thanks to traffic count data that we have built data tech partnerships in, it is now possible to track the post lockdown recovery of traffic on our metro roads. This should help build confidence amongst OOH advertisers.”

To further advance and enhance the Madison Traffic count tool, further granularity will be provided based on the market Population and Live Traffic flow data. The OTS COVID-19 update will help in providing current and realistic OOH estimations to clients and will be updated on a weekly basis. This will help in providing clients with real time OTS which are the best possible impression numbers that can be shared for OOH roadside media. The Traffic Count Tool can help provide OOH mobility data at key touchpoints and key markets. From the consumer in their work, live & play arenas like retail and recreation, groceries, and pharmacies, parks, transit stations, workplaces, and residential points of interest respectively.

Considering the dispersion of traffic, the agency sees a difference in recovery basis the touchpoint spread and market. For e.g. Mumbai has seen an average recovery of 57% of traffic across key junctions while cities like Bengaluru and Delhi have recovery of movement to the range of 65%-70%. Although few locations have shown encouraging signs of traffic movement compared to Pre-COVID conditions, the majority of the locations range in the 57%-60% recovery. Smaller cities like Lucknow, Patna and Vijayawada have seen a 10%-15% point better recovery of traffic movement than the larger cities.

Traffic at some key Junctions in Metro

Monthly Impressions

Pre covid

Post covid 07/07

%Recovery

MumbaiWEH Bandra

3040650

1524278

50.1

Mumbai Dadar TT

2638170

1746865

66.2

Mumbai Worli Naka

2700630

1071070

39.7

Delhi Connaught Place

2953350

1769943

59.9

Gurgaon Cyber City

4344000

2054713

47.3

Bangalore Mg road

2832840

1781290

62.9

Chennai- Mount road

3271140

1640639

50.2

Calcutta Park street

3710430

1892319

51.0

 

Mobility of a particular location is estimated based on the latitude and longitude of 25,000+ sites which have been tagged in the Madison OOH system across all major markets. A 1km vicinity to a particular location is mapped and the dispersion of touchpoints studied. A change % is determined and applied on the base line OTS to provide present day OTS numbers. The dataset provides the change compared to a baseline value for any given day of the week. The baseline defined by the Google Mobility report, is the median value corresponding to the respective day of the week, during the 5-week period Jan 3 – Feb 6

Also Read- India sees increased mobility under Unlock Phase 1, says Google report

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