Time Monitoring goes digital

By Surina Sayal , afaqs!, Mumbai | In OOH News | April 24, 2009
The media monitoring company has launched a digital service for clients' quick viewing needs

Time Monitoring, a media monitoring service, has a new web based application called OutdoorPro for the out of home industry.

Time Monitoring tracks outdoor sites for companies and provides reports on whether the campaigns have been launched at the stipulated locations and by the scheduled times. The company also provides other details such as number of eyeballs viewing the OOH site and the profile of commuters.

Till date, information was delivered to the clients through CDs. Now, the company has decided to go the digital way. A team of 65 people work on the OOH monitoring team.

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The service will cover all forms of outdoor media such as hoardings, billboards, airport posters and panels, buses, bus shelters, taxi tops, trains and metros and stations, inside and outside shopping malls and multiplexes, gantries, neon signs and more.

TJ Ragava, chief executive officer and founder, Time Monitoring, tells afaqs!, "What one could never have imagined is now a reality with OutdoorPro. A customer can have access to all forms of outdoor advertising - by medium, by category, by brand, by creative, by size, by location and by time period, thanks to this new monitoring and reporting software."

How does it work? An online interface, on logging into a secured login and an exclusive password, will guide one through the generation of the reports and access to the database in the form of data and clippings/images. The same can be viewed and downloaded as per the subscription rights.

The service is offered to all segments of the advertising industry, including advertisers, ad agencies, media houses, broadcasters, OOH media owners, PR agencies and corporates.

The dynamic outdoor media information is offered digitally with the help of field representatives spread across nine metros (Mumbai, Delhi, NCR, Bengaluru, Hyderabad, Pune, Kolkata, Chennai, Ahmedabad) and 31 mini metros. The software gives real-time updates across metros, where one can avail updates from the top nine metros on a weekly basis and the other 31 cities on a monthly basis.

A unique service is also offered, where sites are periodically surveyed with specified parameters such as height of the hoarding, size and traffic, in order to rate each OOH site unit. An interface has been developed to provide census data with images. Clients can decide which sites to take up according to these parameters.

Activation tracking is also offered, where an authenticated third party tracking of any kind of activation, road show, mall and multiplex branding and activities is undertaken and tailored to a client's exact needs.

The cost to the client depends on the subscription criteria and in major metros, it could start from approximately Rs 15,000 per month.

Currently, a number of OOH specialist agencies are working with Time Monitoring, including Ogilvy Activation, Portland, Platinum, OAP and Madison, to monitor more than 19,500 brands across more than 400 categories. The company now plans to pitch OutdoorPro directly to brands/corporates.

Time Monitoring started its operations in 1994 with monitoring of only television content. Later, in 2000, it entered the out of home (OOH) space.

The company was set up by its CEO, TJ Ragava, and now has branches in Delhi, Bengaluru, Chennai and Kolkata. Ragava brings with him media exposure of more than 20 years and was associated with leading ad agencies, before finally settling with Leo Burnett (then Chaitra Leo Burnett) for 15 years, handling media for various big clients such as P&G, Telco, Nocil, Balsara and Mafatlal.

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