MUMBAI:
Laqshya Media Group (LMG), the independent media company, has launched ‘SHARP’ (Strategic Hyperlocal AI-powered Reach Planner), a first of its kind planning tool for measuring the effectiveness and media value of outdoor campaigns.
The tool is developed in-house by LMG and will allow brands to target the right audiences with reach or budget as an objective for an out-of-home (OOH) campaign.
“SHARP was developed in response to the growing demand by brands who wanted quantification of results delivered by an OOH campaign,” said Sai Nagesh, chief strategy officer, Laqshya Media. “The software relies on
machine learning to deliver AI-optimised recommendations for the most effective results in a client defined target audience.”
The tool allows clients to identify locations with the highest audience density in order to reduce spill-over and quantify an OOH campaign’s reach and effectiveness. Apart from providing campaign optimisation opportunities, it also lists the touch points available within the neighbourhood of an OOH asset as per
Google defined touch points available on the
Google maps API.
The system is fed with data received from more than 50,000 geo-tagged sites comprising of billboards, BQS sites, mall facades, pillars and poles across 26 cities.
SHARP combines diverse data points including geo-tagged OOH locations across formats, a traffic measurement study by a global research agency, multiple databases to map and measure the current profiles of resident and transit population and panel rating points and various other site factors with the data on thousands of sites across multiple OOH formats.
Each site is geo-tagged and cross-linked with google-map APIs to indicate various relevant points of interest like Banks, Auto showrooms etc. from the site. SHARP is also coded to differentiate between multiple (stacked) billboards at the same location with indicative pricing per site.
Alok Jalan, MD, Laqshya Media Group, said, “As an Industry leader, it was but natural that we had to resolve client concerns about the lack of measurement metrics in the OOH Industry. SHARP has been the outcome of months of hard work and is unmatched in its ability to give a scientific rationale for an OOH campaign.”