MTN has adopted Dashboard Marketing Intelligence's new auditing tool as its standard for out-of-home (OOH) media audits.
The company developed the tool to conduct OOH media placement audits to improve planning and buying and optimise clients' media investments.
MTN, which offers voice and data communications products and services in 22 markets in Africa and the Middle East, has already rolled out the tool in three of these.
The system still requires that the site be visited physically but utilises technology and unique software to allow clients to accurately diagnose their media placements and inform negotiations with media owners.
Reliable technology and software is key to the project, as are well-trained local field teams that are directed through the software interface.
There are multiple reporting options to ensure the data is accessible in the most useful form. Interactive maps show the spread and placement of sites in an area and filter for any particular site type or campaign. Zooming in on a particular site provides multiple pictures and site installation data.
Smart features identify problem areas
Other smart features include a simple scorecard system to allow the client to identify problem areas quickly, while detailed passing traffic counts provide a reach measure for each site thus enabling the client to assess return on outdoor media investments.
The cost of licensing the tool will easily be covered by increased efficiency in outdoor media buying and sharper negotiations with media agencies.
Dashboard also conducts multi-country market performance reports for the MTN Group; comprising brand and customer experience tracking.