Laqshya Media launches tool to measure OOH

19 Feb,2019

By A Correspondent


Laqshya Media Group (LMG) has launched SHARP (Strategic Hyperlocal AI-powered Reach Planner), a planning tool for measuring the effectiveness and media value of outdoor campaigns.


The OOH tool uses machine learning to deliver AI-optimised metrics and recommendations, notes a communique. The system is fed with data received from more than 50,000 geo-tagged sites comprising of billboards, BQS sites, mall facades, pillars and poles across 26 cities.


Said Alok Jalan, Managing Director, Laqshya Media Group: “As an Industry leader, it was but natural that we had to resolve client concerns about the lack of measurement metrics in the OOH Industry. SHARP has been the outcome of months of hard work & is unmatched in its ability to give a scientific rationale for an OOH campaign.  A massive immersion of data and technology has been done to generate the right algorithms for Machine learning. In addition, APIs of numerous consumption economy platforms have been integrated with the software to have a dynamic tracking of consumer interest points. While planning marketing budgets for a campaign, OOH usually gets a lower share of the pie; SHARP is set to change this. With better data and targeting, brands will be better assured of return on OOH investment, which in turn has the potential to alter the share of wallet for the medium.”



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