India's OOH sector tackles lack of metrics

Source January 28 2019

India’s OOH industry is expected to benefit this year from infrastructure spending and government initiatives – as well as elections and sporting events – but it urgently needs to address the lack of standard metrics for this this sector, according to observers.

While the ‘smart cities’ campaign and the expansion of the airport network, for example, are opening up new opportunities, OOH lags other media in reporting impact – and that may affect how advertisers choose to use it.

Last week, there was positive movement on this issue, as the Indian Outdoor Advertising Association unveiled a new initiative that will see local start-up Display Metrics India working with Ipsos India and MGE Data of the Czech Republic to develop Metrics for Out-of-Home Displays (MOD).

This is a major project that will involve mapping inventory and monitoring site displays and then combining that with traffic intensity data travel survey data.

The first phase will cover Delhi NCR and then the Mumbai-Thane-Navi Mumbai cluster, Media4Growth reported, before expanding to another top eight markets.