Madison OOH rolls out suite of planning tools

The suite provides tools ranging from site-selection, plan-evaluation to budgetary allocation amongst different cities.

Madison OOH, the outdoor arm of Madison World, has launched its indigenously developed suite of planning tools which is aimed at offering a more robust outdoor planning service to its clients. The tools are Madison Vu-on-street, Madison Vicinity and Madison Maxemiser.

Given the complexities in planning for an outdoor campaign, the suite provides tools ranging from site-selection, plan-evaluation to budgetary allocation in different cities.

Madison Vu-on-street

It is a complex site selection and plan evaluation tool in an easy-to-use software that covers 18,000 large format sites in top 18 cities of the country. As of now, it covers 65 per cent of the OOH inventory in the country. It grades the sites on 38 sub parameters on the basis of site attributes such as site illumination, size, horizontal/vertical angle, clutter, site placement, viewing distance and site environment attributes such as road type, viewing opportunity, vehicular traffic volumes, speed of traffic and pedestrian traffic volume. Over the next six months, the tool will cover 30 cities and over 21,000 sites.

Madison Vicinity

Vu-on-street offers another dimension called Vicinity which enables creating multi-touch point-centric plans at a macro level and even provides the opportunity to do micro level hyper localisation. The feature gives the flexibility to select OOH formats in and around 27 touch points in 18 cities. These touch points range from key ambiences encompassing consumers in their work, live and play arenas like residential areas, corporate hubs, gyms, malls, spas, and pubs.

Madison Maxemiser

Allocation of budgets across cities is a task that every planner faces regularly. Maxemiser facilitates the distribution of media investment budgets in the targeted cities using a database, enabling a more scientific basis for budget allocation.

All these tools will make the media planner's life more scientific and facilitate objective site selection, by allowing planners to make a data-based decision and benchmarking the weight and impact of various OOH campaigns. Every plan will deliver a plan average, which can be benchmarked against city average, competitor/category average, and past campaign average, thereby enabling evaluation of the campaign's ROI (Return on Investment).

Speaking about the tools, Soumitra Bhattacharyya, CEO Madison OOH, says "We have invested a lot of time and effort to develop these tools in-house and have tested them across various markets and various sizes of client budget. The tools will be a good aid to all planners and will allow them take pan India strategic decisions at a click of a button."

Madison OOH is a part of Madison World and operates several brands including MOMS, Platinum Outdoor, activation specialist -- Madison IES, rural specialist -- Anugrah Madison, Out-Sel and Entrust. Madison OOH Group handles marquee clients like Mondelez, Samsung, Asian Paints, Kotak, Omkar, Marico, Raymond, Toyota, ITC, Aircel, Idea, amongst others.