PV Narayanamoorthy joins OOH analytics startup Proof of Performance as director

PV Narayanamoorthy, a veteran in the field of media planning and advertising effectiveness, has joined Noida-based Proof of Performance Data Services Pvt Ltd (PoP) which offers insights to marketers based on the video analytics derived from real-world out of home (OOH) videos, as its director. As part of his role, Moorthy will be the strategic contact for advising corporates about outdoor spends and how efficacy can be maintained and enhanced in outdoor media utilisation.

Harjaap Singh Mann, founder CEO and MD of PoP, said, "We are glad that Moorthy has joined us in our endeavour to revolutionise the OOH industry and are sure it will bring about a new chapter of success for PoP."

Moorthy joins the company from Carat, a media planning and buying company, where he worked at senior level positions across the Asia Pacific region spanning 13 countries. He comes with over 35 years of experience in the media and advertising space, and had earlier worked at full service advertising agencies including Ogilvy Benson & Mather, RK Swamy, Ulka Advertising and McCann Erickson. He is a post-graduate in statistics from Madras Christian College, University of Madras.

PoP was founded by the husband-wife duo of Harjaap and Arvinder Mann in December 2010. It captures and creates an archive of real-world data on the cloud. The cloud platform then analyses the data to extract business information for various industry sectors. Vehicle mounted infrastructure is used to capture real time videos spanning more than 12,000 kilometers every month, post which a data mining and machine learning algorithm extracts information from these videos and annotates data within the video as per the client's requirement. Subscribers can use the relevant data to plan, monitor and analyse campaigns with accuracy and speed.

PoP had earlier (March 2012) raised an undisclosed amount in funding from YourNest Angel Fund, an early-stage venture capital firm. The company had also raised seed funding from Centre For Innovation, Incubation & entrepreneurship (CIIE) – IIMA.

(Edited by Joby Puthuparampil Johnson)