Laqshya’s new tool to mea­sure au­di­ence

Outdoor Asia - - News -

Laqshya group has in­tro­duced ‘ROAM’ Re­search on 2XWGRRU $XGLHQFH 0RYHPHQW, D VFLHQWL­fiF DXGLHQFH 0HDVXUHPHQ­W 7RRO LQ WKH fiHOG RI 2XWGRRU DGYHUWLVLQ­J. 7KH VWXGy DOORZV WKH FOLHQWV WR UHDFK DW D %DOO SDUN fiJXUH on OTS/ Eye­balls. With the com­bi­na­tion of the pro­posed VSHQGV DQG WUDI­fiF FRXQW EDVHG 276, LW KDV QRZ EHFRPH 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 WUDI­fiF FRXQW LQ 3 PDMRU 0HWURV RI WKH FRXQWUy. ,W ZDV done through Video Based soft­ware Anal­y­sis. The WUDI­fiF PRYHPHQW RQ 49 ma­jor junc­tions of Mum­bai, Delhi and Ban­ga­lore were mon­i­tored and tracked GXULQJ WKLV UHVHDUFK. %UHDN XS RI WUDI­fiF ZDV VSOLW DFURVV var­i­ous ve­hi­cle cat­e­gories- Sedans / Hatch­back/SUV/ Heavy com­mer­cial ve­hi­cles, 2 and 3 wheel­ers. Talk­ing on this fur­ther, Atul Shrivastav­a, COO, Laqshya Group, adds, “Lack of a re­li­able, con­sis­tent, peo­ple­based 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 DGYHUWLVLQ­J WRGDy LV DOO DERXW DFFRXQWDEL­OLWy. 7KH 7UDI­fiF count tells you the num­ber of ve­hi­cles pass­ing by a par­tic­u­lar stretch.”

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