MUMBAI: Having shaped impactful campaigns for brands like Renault, HP, Daikin and Max Estates, OSMO, one of India’s fastest-growing OOH agencies, has unveiled the power behind its success: Loc8, its proprietary planning platform.
Loc8 is a first-of-its-kind tool built at the intersection of AI and human vision cognition that shifts out-of-home advertising from measuring reach to measuring attention. For the first time, Osmo is detailing how Loc8 delivers actionable insights that answer marketers’ most fundamental question: “Will people notice?” By transforming raw video data into quantifiable visibility and attention metrics, Loc8 provides advertisers with a sharper understanding of audience engagement and placement potential.
“OOH stands at the brink of a transformation. Advertisers no longer want just eyeballs; they want evidence of attention and ground truth. Loc8 is the breakthrough the OOH industry has been waiting for – a next-generation metric that captures real-time audience attention,” said Osmo, co-founder, Mangesh Shinde.
He added, “In a world where attention is the most valuable currency, Loc8 equips brands with the power of AI, enabling campaigns that are smarter, measurable and impossible to ignore. At Osmo, we say ‘Attention is the New Oil.’ And with Loc8, we’re helping clients harness it.”
Loc8 works by combining real-world data collection, machine learning and cognition science into a seamless framework. Real-world site footage captured via IoT devices is analysed by machine learning engines, which generate attention metrics and a visual saliency score refined with live traffic conditions. These insights are then mapped across people, places and placements, measuring commute journeys, traffic speeds, impressions, points of interest, visibility, positioning, obstruction and dwell time. This process helps identify which OOH assets reach the right audience, how many they engage and the depth of attention they command. The results are made instantly accessible through an engagement console that presents clear attention metrics and effectiveness dashboards, enabling advertisers to plan smarter and more attention-led campaigns.
Already embedded into several landmark campaigns across categories such as automobiles, real estate and consumer goods, Loc8 has been instrumental in unlocking deeper engagement and brand recall in crowded urban landscapes.
“OOH is at a stage where advertisers increasingly demand accountability. As investments in the medium grow, LOC8 enables decision-makers to conduct a virtual recce with confidence. By combining AI, ML and cognition science, our attention metrics build trust, benchmark asset performance and ensure campaigns are noticed, not just seen,” said Osmo, co-founder, Nipun Arora.