Ormax Media launches OOH measurement service

MUMBAI: Media consulting and analytics firm Ormax Media has launched its latest offering Ormax OHM (Out-of-Home Measurement). Ormax OHM offers real-time audience measurement solutions to owners and resellers of ambient media, such as malls, multiplexes, and airports. The service comes in the context of a growing need for measurement of OOH media in India.

Owners and resellers of ambient media can use the Ormax OHM to measure actual impressions (footfalls), dwell time, audience profile by gender and age and experiences across their various media assets such as displays, digital signages, entry points, kiosks, etc.

Ormax Media has licensed computer vision technology from French OOH audience measurement company Quividi, which enables real-time audience measurement and analytics. Digital Content Technologies is the authorised distributor for Quividi in Asia.

Using this technology, Ormax OHM provides data and analytics collected in real-time, measured 24/7, 100% enumeration using technology that works completely in the background, across their ambient media assets, empowering clients to offer smarter solutions to brands, such as impression-based pricing and targeted advertising.

Ormax OHM has been architectured for OOH Media and offers great value to ambient media assets at airports, metros/train/bus stations and advertising options in cinemas and malls.

Speaking about the launch of Ormax OHM, Ormax Media CEO Shailesh Kapoor said, “Over the last 11 years, Ormax Media has played a pioneering role in enabling the use of analytics in the media & entertainment industry in India. Our forecasting models in films, TV and OTT categories are widely used and recognised as industry benchmarks for content diagnostics, including audience engagement measurement. With Ormax OHM, we are making an entry into the OOH category, where we are going to work with like-minded media owners to set industry benchmarks of how ambient media is measured, priced and sold.”

Speaking about the need fulfilled by Ormax OHM, Ormax OHM head Satyen Sharma said, “The OOH media industry in India is facing a growing challenge in the measurement space. The paucity of credible, third-party measurement at an industry level leads to OOH media often being given secondary status in media planning and buying when compared to other media like print and television, which have more robust audience measurement currencies in place. Ormax OHM will provide audience data measured in real-time with actual numbers, which will elevate OOH media to a position of higher accountability and credibility.”

Speaking about the association with Ormax Media, Digital Content Technologies CEO Laurent Fabry said, “Our versatile technology is being successfully used in more than 80 countries across the world for OOH audience measurement. At Quividi, we use computer-vision technology to measure actual audiences and precisely measure the performance of OOH campaigns, helping media owners maximise the value of their media assets. We see India as a strong potential market and are excited to associate with Ormax Media for the use of our technology to help the Indian OOH industry market and sell itself better.”

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