Audience Data & Measurement

Milestone Brandcom launches measurement matrix Milestone Optimizer

Milestone Optimizer introduces a new measurement matrix called Gross Impression Points (GIP) that measures the reach and frequency of an OOH campaign, thus serving as a holistic planning solution

Published

June 13, 2014

VJ Media Bureau

Leading OOH specialist agency Milestone Brandcom has launched a ground-breaking audience measurement eco-system called’Milestone Optimizer’. The first-of-its-kind initiative undertaken by Milestone Brandcom will cover 35 cities, providing an exhaustive knowledge bank of opportunities and scope for planning in the outdoor advertising space. Milestone Optimizer introduces a new measurement matrix called Gross Impression Points (GIP) that measures the reach and frequency of an OOH campaign, thus serving as a holistic planning solution.

The web-based tool is an industry first built on technology and scientific data collated over years that will help marketers, media planners and buyers in achieving superior, cost-effective consumer outreach. It will provide data basis traffic count, consumer behaviour and segmentation, thereby raising the accountability standards at time when many players in the market are seen to bank on the’gut feel’.

The company has stated in its release that it has invested over Rs 5 crore to develop this tool, covering top 10 cities that account for 75 per cent of India’s OOH advertising spends. The cities include Delhi, Mumbai, Bangalore, Hyderabad, Kolkatta, Pune, Ahmedabad, Lucknow and Ludhiana.

Commenting on this initiative, Nabendu Bhattacharya, Managing Director & Founder Milestone Brandcom, said, “The Milestone Optimizer is a culmination of countless hours of hard work, research and scientific planning by our team. We have invested a great deal in the tool in an attempt to make OOH planning a lot more organised and scientific in the industry. Through the use of the Optimizer, brands will soon grasp the scope in this Rs 1,900 crore sector and understand how underutilised it is in the country. The GIP measurement matrix is a complete scientific measurement solution that will redefine the OOH Industry. This is another benchmark in Milestone Brandcom’s journey.

The Optimizer will provide reach and frequency of different modes of OOH advertising through GIPs that can also be compared with the more conventional forms of advertising such as print, TV and radio. It will also enable the user to evaluate category benchmarking and market threshold level of activity, thereby adding a whole new dimension to media planning.

The company informs that this tool was developed with the support of Industry veterans, media owners, marketing and brand managers across categories and brands. Databases of IRS iLAP (Hansa Research), TGI (IMRB Research), Traffic Study (Gfk Mode), and Technology Partner (Unikov Technologies) have been used in developing this OOH tool.