The Covid-19 lockdown has significantly changed the user mobility or traffic flow patterns. The current traffic movements are very different when compared to the Pre-COVID Lockdown movements, and are quite unpredictable. Realizing this unpredictable outdoor scenario, Madison 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 lockdown era.
Madison’s technology partner for this is AdMAVIN- a Geospatial marketing solutions company, founded by alumni from IIT Madras.
The extension of the Traffic Count Tool utilizes Google mobility reports. These reports are available for various countries and contain state-wise summaries for every touchpoint. The algorithm of Traffic Count Tool is updated to supply OTS supported the present OOH Mobility with a location level detailing.
Mobility of a specific location is estimated supported the latitude and longitude of 25,000+ sites which are tagged within the Madison OOH system across all major markets. A 1km vicinity to a specific location is mapped and therefore the dispersion of touchpoints studied. A become is decided and applied on the bottom line OTS to supply 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 that the median like the respective day of the week, during the 5- week period Jan3- Feb 6
To further advance and enhance the Madison Traffic Count tool, further granularity is going to be provided to support the market population and Live Traffic flow data. The OTS Covid-19 update will help in providing current and realistic OOH estimates to clients and will be updated on a weekly basis. This will help in proving 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 buyer in their work, live & play arenas like retail and recreation, groceries, and pharmacies, parks, transit stations, workplaces, and residential points of interest respectively.
Vikram Sakhuja, Partner & Group CEO, Madison Media & OOH, said, “Thanks to traffic count data that we’ve built data tech partnerships in, it’s now possible to trace the post lockdown recovery of traffic on our metro roads. This should help build confidence amongst OOH advertisers.