Laqshya Launches ROAM Traffic Count Tool

Outdoor advertising firm Laqshya has launched an audience measurement tool called ROAM (Research on Outdoor Audience Movement), initially for use in gathering Opportunity To See (OTS) metrics in Mumbai, Delhi and Bangalore.

Through a partnership with what Laqshya describes as a 'technology driven monitoring provider', the company is using video-based software to analyse traffic movement across 49 junctions in the three cities, with vehicle types segmented into various categories.

The firm's COO Atul Shrivastava explains: 'Just because thousands of cars drive by a billboard is no guarantee that the driver viewed the billboard. That's why we have built in an integrated Visibility Index of the media unit into our study. This will offer a way to scientifically reduce the number of exposures to determine the realistic number of people who are actually seeing the billboard.'

Web site: www.laqshyagroup.com .