The MRUC hopes that the syndicated survey, conducted by Hansa Research, will “unlock the potential of outdoor”.

It said in a statement: “The contemporary view of the outdoor medium from a media planner’s perspective has evolved over time. In an age of ever-increasing specialisation, with media focusing on smaller slices of the population, outdoor advertising remains the champion of the generic and the all-inclusive. The IOS is the first syndicated study in India on outdoor media that will resolve some of the key concerns of advertisers, their agencies and the sellers of outdoor media.”

The MRUC, which was set up with the backing of ad agencies to provide measurement independent of media owners, said the new survey appraises outdoor ad locations according to visibility, and allows campaigns to be targeted at particular audiences.The database behind the survey includes traffic counts for each location and profiles of the travelling population.