Transcript WHY OOH MEDIA

April 6, 2016
OUT-OF-HOME MEDIA (INDIA)PVT LTD
India’ largest digital OOH TV Media Company
www.oohindia.com
WHAT ABOUT
OOH MEDIA ?
India’ largest digital
OOH TV Media Co
Established in
Nov 2007
Multi-Platform audio visual
advertising medium
Reaching out to
• Decision makers
• Influential consumers
• Wealth creators
• High Net worth Individuals
WHY OOH MEDIA ?
We provide a captive audience in a receptive frame of
mind targeting SEC A, A+ consumers
Broadcasts ads & Content on the screens and engage consumers while
they are out-of-home
High definition LCD/Plasma screens Strategically placed at various customer
connect locations
OUR COVERAGE
MORE THAN 5000
TOUCH POINTS
ACROSS 22 CITIES
Presence in 22 Cities
across India
More than 3976 live screens
across India
More than 300
clients
Reach of over 50 million
people monthly
Being a newly developed advertising
medium, Media LCD Network
• High Audience Acceptance
• Like it (50% + ), Dislike it ( - 5%)
• Similar Performance to TV a
• Ads are credible, could stimulate purchase intention and
influence brand choice
• May have strong impact on audience exposed to
TV more than 5 days a week
• audience recalled more LCD (2.9-3.4 ads) ads than TV ads (1.93.0 ads)
• Repetitive Contact
• Lets Count lift lobby for eg. :
– Waiting time : about 2 minutes
– Passively exposed to LCD panel : 4-6 times per day
– Actively pay attention to LCD panel : 3-4 times per day
Middle Above Income Group Consumers, away from Traditional Media Covered
by New Media
Traditional media such
as newspaper , TV
show obvious
weakness to reach this
demographic group.
Too busy to have
time for reading
According to their life
style, they frequently
visit to some particular
locations.
Get home too late to watch TV
Busy life and
media clutter
make people
less attentive
to the outdoor
billboards on
the road.
They
frequently
visit office
building,
shopping
mall, premium
restaurant and
KTV.
April 6, 2016
A day in the life of a SEC A Consumer – the OOH TV way
8:15~8:30 AM
Leave home, drive or
take a taxi to go to work
9:00~9:30 AM
Reach Office
10:00~12:00 AM
Meeting with client
at office
13:00~14:00 PM
Have lunch with
client
14:00~17:00 PM
Out-of-office for
client visits
Saturday, Sunday, visit
shopping mall or see a
movie with family
12:00 AM
Sleep
18:00~23:00 PM
Dinner with client, coffee
with colleague, visit the
super mkt
www.oohindia.com
Monitor Areas
Escalator
Frozen food
Food and Beverage
Alcohol
Skin care/Cosmetics
Cleaning products
April 6, 2016
OOH WORK NETWORK
Displays are located in High traffic areas such as elevator
lobbies, canteens, food courts, basement parking etc.
www.oohindia.com
April 6, 2016
OOH SHOP NETWORK
Displays are located in wait-oriented spots such as cash counters,
checkout zones
www.oohindia.com
April 6, 2016
OOH PLAY NETWORK
Displays are located at eye-level spots where consumers can
easily view the screens
www.oohindia.com
Money
Billboards turn sexy!
According to the Magna Global Advertising Forecast Report,
outdoor advertising in India is set to grow by 17% between
2010 and 2015.
“ Nothing else can reach customers as affordably.
Money
Evaluating on the basis of cost per thousand (CPT)
exposures, outdoor advertising is still the big winner
over the other media.
Outdoor advertising is sexy
With new forms of digital media like LCD & LED,
ambient advertising is applauded as very creative.
For the first time in its history, those old clunker
billboards are strutting their stuff with the best of
them. “
Mandeep Malhotra
Senior vice-president, Primesite, Mudra Group
“ In 2010, think big and put out a killer campaign
Money
Asset owners (and agencies) need to demonstrate the
power of the medium to advertisers.
There is a need to showcase large OOH-led campaigns
and prove the returns from the same, by getting the right
creative people to harness the immense potential that
OOH lends to creativity.
The new street furniture contracts and modern transient
media options provide a great opportunity to assist with
the transition of the sector’s image.”
Ashish Pherwani
Segment champion OOH, Ernst & Young’s media & Entertnmt practice
Money
“ The OOH medium adds dynamism to advertisers'
existing media plan, and offers reach amongst dark
and fragmented media users.
We at OOH Media believe in Flexicasting.
That’s the new media planning tool innovated by
OOH Media.
Ishan Raina
CEO, OOH Media
Flexicasting helps advertisers to communicate
differently to the different target audience,
depending on their product offering. ”
“We have been very
impressed by the
reach, coverage and
mileage OOH Media
has achieved for us.”
Mr. P.K.Jha (Deputy General Manager)
Oriental Insurance
“This medium helps
us communicate
with our TG when
they are on the
move.”
Mr. Ranajit Ghosh
(Manager–Media) ITC Ltd.
Mr. Shekhar Ramamurthy
(Deputy President)
UB Group Ltd.
“OOH Media has
been an exciting
Medium for us to
work with.
We would like to
grow with OOH
Media.”
Being a newly developed advertising
medium, Media LCD Network
High audience acceptance
Like it (50% or above) / dislike it (5% or below)
Similar Performance to TV ad
Ads are credible, could stimulate purchase
intention and influence brand choice
Being a newly developed advertising
medium, Media LCD Network
May have strong impact on audience
Exposed to TV more than 5 days a week
audience recalled more LCD (2.9-3.4 ads) ads than TV ads
(1.9-3.0 ads)
Repetitive Contact
Lets Count lift lobby for eg. :
Waiting time : about 2 minutes
Passively exposed to LCD panel : 4-6 times per day
Actively pay attention to LCD panel : 3-4 times per day
Advertisers are more ready to embrace
new media
P&G China PR Manager :
“ P&G China notices quite a lot new
media appeared in market recently,
and is planning to move part of TV
budget to try these new media
opportunities, including print, internet
and other new vehicles, the change is
line in with P&G global strategy.”
OOH Media in the past few years have come up with lot of innovative ideas to
promote brand like on screen branding, AFP concepts, sun board fabrication
etc. taking innovation a step ahead, this time besides regular 4 doors, rooftop,
rear, bonnet and internal branding, OOH Media plans to campaign an
originality approach by branding through samples, for the passengers to get
first hand experience of the product besides the information of the
merchandise.
OOH Media India Pvt Ltd, has announced an exclusive strategic partnership
deal with Mega Cabs, 24 hours A/C Radio taxi service. OOH Media will
market advertising inventory for the fleet of 700 plus cabs pan India.
About Mega Cabs:
Mega Cabs Limited is engaged in the business of operating 24 hours air
conditioned Radio Taxi services under the brand name Mega Cabs.
Mega Cabs Ltd is one of the Group Companies of 500 Crore GROUP MEGA.
Mega Cabs is the first company to introduce computerized communication &
dispatch system with GPS (Global Positioning System) based online tracking
systems for licensed radio taxis.
Mega Cabs has the largest network of first class luxury AC metered taxis in
India providing total transport solutions for point-to-point traveling within the
cities.
Tied up with leading hospitals in metros –
Mumbai, Delhi, Kolkata, Lucknow and Bangalore
Installing over 200 screens at the prime locations of the hospitals.
OOH media adds Wockhardt, Bombay Hospital, Global Hospital, Batra
Hospital, RTIIS, Asian Heart Institute and many more to their profile in
the first phase of the healthcare segment expansion approach.
Commenting on this expansion, Ishan Raina, CEO, OOH Media, says,
“Healthcare & Pharma is one of the fastest growing sector today which is in
need of looking for innovative ways of doctor engagement and patient
education. The initial response from the pharma industry has been very
encouraging”.
The screens installed in these hospitals will run both commercial and noncommercial vignettes in terms of content.
In addition to this, required health issues will also be addressed providing
the visitors with required information on healthcare.
The creative for these campaigns will be created by the in-house content
team of OOH Media.
April 6, 2016
OOH MEDIA & RESEARCH
 We help our clients to measure the effectiveness of their ad running on our screens.
 This is done by conducting an extensive research in all the locations where the ads are
running.
 We have commissioned Nielsen, world's leading provider of marketing information and
audience measurement.
 The research is targeted as a tool to understand
• Screen recall
• Advertising recall
• Elements of advertising recall
• Hygiene check on medium
 Research conducted so far:
• More than 65 Campaign Evaluation studies
• OOH Metrics
• Residential Research
• CSD Research
www.oohindia.com
April 6, 2016
KEY POINTS OF RESEARCH
 According to the researches there is 87% average
visibility for screens across our locations
 On an average 81% of the respondents are able to recall
any advertising that they see on our screens.
 According to the researches there is 67% average recall
for the client specific advertisements
www.oohindia.com
April 6, 2016
OOH METRICS
• India’s first ever large scale digital Out-of-Home TV research
• OOH Metrics – the only Metrics available in Outdoor Audio Visual space as
of now
• Conducted by OOH Media in association with Nielsen.
• Conducted on a sample size of 14,574 individuals across 6 cities
– Mumbai
– Delhi NCR
– Bengaluru
– Chennai
– Pune
– Hyderabad
• OOH Metrics was conducted to understand the Demographic profile of the
people and the audience behaviour.
www.oohindia.com
April 6, 2016
OOH METRICS - SUMMARY
 Cumulative Weekly Traffic Count of OOH Network in Mumbai, Delhi NCR
Bengaluru, & Pune is - 54.6 Lakhs
 60% plus of the audience across these 6 cities visiting OOH network are SEC A
 70% of people, aged 20-34, are most likely to come across the OOH network.
 70% male audience in OOH networks across cities
 Across surveyed markets, more then 60% audience are graduate +
 Across all cities, the average MHI of the OOH network audience is INR 20,000+
 Over 70% recall OOH screens in all surveyed markets.
 90% of the above 70% audience recalled any ad being played on OOH TV
screens.
www.oohindia.com
April 6, 2016
OUR CLIENTS
www.oohindia.com
OUR AVERTISERS
Finance :
www.oohindia.com
OUR AVERTISERS
FMCG :
www.oohindia.com
OUR AVERTISERS
Media & Entertainment :
www.oohindia.com
OUR AVERTISERS
Tele Communication :
Auto &
Lubes :
www.oohindia.com
OUR AVERTISERS
Apparels:
Travel & Tourism :
www.oohindia.com
OUR AVERTISERS
Consumer Durables :
HOME & Real Estate :
www.oohindia.com
OUR AVERTISERS
Retail
www.oohindia.com
OUR AVERTISERS
IT :
Healthcare
& Pharma
Brand
Extensions :
www.oohindia.com
OUR AVERTISERS
Others:
www.oohindia.com
OUR PARTNERS
OUR PARTNERS
OUR PARTNERS