New monitoring tool: is it the long awaited answer?
Proof of Performance takes one step forward in resolving the issue of monitoring and measurement by providing evidence of performance to the whole OOH eco-system. But the question is: will the industry accept it? Outdoor Asia spoke to a few in the industry including specialist agencies and media owners to get their take on it. Read on…
Abig challenge in the OOH industry is the issue of measuring accurate ROI and delivering proof of performance to the client brands. The nature of the medium has always been considered as a big hindrance in monitoring the medium. However, Proofof-Performance (PoP), an OOH data service company, came up with a new tool- Drive ThrOOH, which provides accurate data along with the evidence. “Drive ThrOOH tool will video-graph the outdoor medium in order to monitor the campaigns which will also be supported with the performance evidence. The objective is to provide the much needed data to the industry, where the tool can be used for planning, compliance monitoring and analysis (PMA). The Drive ThrOOH data is meant to target the brand owners who hesitate in spending on OOH medium due to loss of measurement and transparency,” said Harjaap Singh Mann, MD, Proof of Performance Data Services
How it works
A Drive ThrOOH device is designed with a camera installed on vehicle that capture the videos of the landscape which are then processed by proprietary software and image processing algorithms, besides going through a manual quality check. The accuracy of data will be ensured by building encryption; time stamping, geo-coding and digital signing on the video platform. The interested parties can obtain the video analytics from cloud based platform, christened Earthive. These videos will be captured through a pre-defined drive within the city on fortnightly basis. The vehicles will go according to a week plan, which will be changed constantly to capture the OOH environment during different travelers’ time. Around 45,000+ media assets across 30 cities have been plotted on the maps. The video will capture the entire landscape that is estimated around 95% of the cities. The vehicle will travel 11,000 km each fortnight and capture 600 hours of video which is equal to about 2 tetra bytes of data in each visit.
The Drive ThrOOH tool is developed to overcome the flaws of previous monitoring system. The tool will be analyzed by professional software which can help in extracting the business intelligence, for instance which billboard is present at which location, which brand is advertising on that, who advertised on the previous fortnight and so on. The Drive ThrOOH data will also provide the various data like trends about how much categories are spending, which parts have been used by a certain category and etc.
The data provided by the tool is designed to aid the whole outdoor industry .i.e. media owners, media planners and brands, in the relevant ways. The extracted data will be put into the visibility index which will describe the parameters related to the site and visibility like the duration of visibility for that given traffic, angle to the road, height and
Harjaap Singh Mann
MD Proof of Performance Data Services