Mumbai: P.V. Narayanamoorthy, a veteran in the field of media planning and advertising effectiveness,has taken on the crucial role of Director at Proof of Performance Data Services (PoP). Mr. Moorthy will spearhead the cutting edge technology based analytics platform which PoP has created for accurate measurement methodology and accountability in the outdoor media business. He willbe the key strategic contact for advising corporates about outdoor spends and how efficacy can be maintained and enhanced in outdoor media utilization.

Mr. Moorthy’s appointment is testimony that PoP that is constantly on the lookout for improving the qualitiyand accountability in the Outdoor media platform. He aims to bring to the forefront path-breaking tools and techniques which willmake the Out Of Home (OOH) media more efficient, effective and transparent.

Mr. Moorthy has already conceptualized and implemented a revolutionary metric called ‘The Visibility Index’for PoP which is perceived to be a major breakthrough in the planning of OOH campaigns by making available critical information related to OOH assets including hitherto untracked metrics like visibility distance and time for which a particular asset is visible.

Speaking on the occasion, Harjaap Singh Mann, Founder CEO and Managing Director, PoP said “Mr. Moorthy’sis considered an institution in the media planning spaceand his prowess is unparalleled and universally acknowledged by peers. We are sure it would be a new chapter of success for POP and are glad that he has joined us in our endeavor to revolutionize the OOH industry. I firmly believe that we, and the industry, will have a lot to learn from him.”

In his illustrious career spanning more than 35 years in Media and Advertising, he has worked with several advertising agencies including Clarion Advertising, Ogilvy Benson & Mather, RK Swamy, Ulka Advertising and McCann Erickson.

His last assignment was with Carat where he worked across the Asia Pacific region spanning 13 countries. He was a member of the regional board with responsibility for new business, strategy, tool development, training and research.