Madison OOH launches OTS measurement updates for COVID-19 Unlock times

The COVID-19 lockdown has significantly changed the user mobility (traffic flow patterns). The current traffic movements are very different when compared to the pre-COVID-19 lockdown movements, and are quite unpredictable. Realising this unpredictable outdoor scenario, Madison has decided to launch an extension to its Traffic Count Tool. This tool will provide clients with legitimate data to help them note the actual changes in OOH mobility in the post-COVID-19 lockdown era.

Madison’s technology partner for this is AdMAVIN – a Geo-spatial marketing solutions company, founded by alumni from IIT Madras.

The extension of Traffic Count Tool utilises the Google mobility reports. These reports are available for various countries and contain state-wise summaries for each touchpoint. The algorithm of Traffic Count Tool is updated to provide OTS based on the current OOH Mobility with a location level detailing.

Also read: Madison OOH launches suite of Planning Tools

Mobility of a particular location is estimated based on the latitude and longitude of 25,000+ sites, which have been tagged in the Madison OOH system across all major markets. A 1 km vicinity to a particular location is mapped and the dispersion of touchpoints studied. A change percentage is determined and applied on the base line OTS to provide present day OTS numbers. The dataset provides the change compared to a baseline value for any given day of the week. The baseline defined by the Google Mobility report, is the median value corresponding to the respective day of the week, during the 5-week period from January 3 to February 6.

To further advance and enhance the Madison Traffic count tool, further granularity will be provided based on the market Population and Live Traffic flow data. The OTS COVID-19 update will help in providing current and realistic OOH estimations to clients and will be updated on a weekly basis. This will help in providing clients with real time OTS, which are the best possible impression numbers that can be shared for OOH roadside media. The Traffic Count Tool can help provide OOH mobility data at key touchpoints and key markets. From the consumer in their work, live & play arenas like retail and recreation, groceries, and pharmacies, parks, transit stations, workplaces, and residential points of interest, respectively.

Traffic At Some key Junctions In Metro

Considering the dispersion of traffic, Madison sees a difference in recovery basis the touchpoint spread and market. For example, Mumbai has seen an average recovery of 57 per cent of traffic across key junctions while cities like Bengaluru and Delhi have recovery of movement to the range of 65-70 per cent. Although few locations have shown encouraging signs of traffic movement compared to pre-COVID-19 conditions, the majority of the locations range in the 57-60 per cent recovery. Smaller cities like Lucknow, Patna and Vijayawada have seen a 10-15 per cent point better recovery of traffic movement than the larger cities.

Vikram Sakhuja, Partner & Group CEO, Madison Media & OOH, remarked, “Thanks to traffic count data that we have built data tech partnerships in, it is now possible to track the post lockdown recovery of traffic on our metro roads. This should help build confidence amongst OOH advertisers.”