17 July 2020

Madison OOH introduces updates in its Traffic Count Tool to track traffic mobility in Covid-19 times for brands

  • OOH campaign by Madison World
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 lockdown movements and are quite unpredictable. Realizing this unpredictable outdoor scenario, Madison launched an extension to its Traffic Count Tool. The tool will provide clients with legitimate data to help them note the actual changes in OOH mobility in the post-Covid lockdown times. 
 
Madison’s technology partner to develop the tool is AdMAVIN – a geo-spatial marketing solutions company, founded by IIT Madras alumni. 
 
The extension of Traffic Count Tool utilizes the Google mobility reports. These reports are available for several 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. 
 
Mobility of a particular location is estimated based on the latitude and longitude of more than 25,000 sites which have been tagged in the Madison OOH system across all major markets. A 1km vicinity to a distinct 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 Jan 3 – Feb 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 and play arenas like retail and recreation, groceries and pharmacies, parks, transit stations, workplaces, and residential points of interest respectively. 
 
Considering the dispersion of traffic, we see a difference in recovery basis the touchpoint spread and market. For example, Mumbai has seen an average recovery of 57 percent of traffic across key junctions while cities like Bengaluru and Delhi have recovery of movement to the range of 65-70 percent. Although few locations have shown encouraging signs of traffic movement compared to pre-Covid conditions, the majority of the locations range in the 57-60 percent recovery. Smaller cities like Lucknow, Patna and Vijayawada have seen a 10-15 percent point better recovery of traffic movement than the larger cities. 
 
Vikram Sakhuja, partner and group CEO, Madison Media and OOH, said, ‘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.’ 
 
Traffic at some key junctions in metro cities of India by Madison India
 
Monthly Impressions Pre-Covid-19

Post-Covid-19 

07/07

Recovery percent
MumbaiWEH Bandra  3040650  1524278  50.1 
Mumbai Dadar TT 
2638170  1746865  66.2 
Mumbai Worli Naka  2700630  1071070  39.7 
Delhi Connaught Place  
2953350 
1769943 
59.9
Gurgaon Cyber City 
4344000  2054713  47.3 
Bangalore Mg road  2832840 
1781290 
62.9 
Chennai- Mount road  3271140  1640639  50.2 
Calcutta Park street 
3710430  1892319 51.0  
 

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