No Central Body that controls Outdoor Media, apart from the Municipal Corporation which collects taxes from the media owners. Therefore there is an utter Lack of Data which invariably means Lack of Accountability.
Out of Home media is an important media vehicle for advertising, for in the case of Engine Oils, truckers form the major Target Segment and Truckers cannot access the likes of media like TV, Radio or Print and in such cases, OOH becomes that much more relevant. Advertising has to be done OOH as it works.
Videographics Videoanalytics, the process of measuring OOH is currently a 'semi-automatic' process, wherein every month on an average a car mounted with a camera does the rounds of a specified city on a specified route covering 12,000 to 14,000 amounting to 700 hours of video that is analysed. The analysis is important not only to identify the better option with respect to but also to aid in Adex (Advertisement Expenses) where in it is important to be in know as to how much your competition is spending and where and how.
OOH is usually measured is Square Footage Visibility, for E.g a hoarding measuring 10 ft * 20 ft would amount to 200 Sq. Ft of visibility. As in the case of other medias, the strategising would invariably include 'Planning - Monitoring - Analysis' .
"You count the traffic that passes by billboard at different time slots."
-> Visibility Distance (From how far is the billboard visible or seen)
-> Visibility Duration (for how long is a billboard is seen)
"All data collectors should be independent, for that will mean more and better credibility."
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