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Writer: Ishan Raina - Thursday, Jan 12,2012 10:17 AM

Innovation, customisation to drive OOH growth in India

OOH advertising in India is still in its growth stage. Digital, OOH and TV commands 1 per cent or 2 per cent of the overall Rs 24,000 crore advertising industry. This rate will grow to 4 per cent or 5 per cent in the next two years. About 80 per cent of this would belong to two or three national players and we hope to continue being the revenue leaders of the digital, OOH and TV industry.

Audience Vs screens:


The area of digital outdoor media has already developed & the focus of this area has shifted from the number of screens to its potentials and the size of the audience. As per industry sources, the OOH audience primarily belongs to SEC A. OOH media reaches the kind of audience which are HNIs (High Networth Individuals) premium, media fragmented and media dark audiences, which are difficult to reach by any other medium. These audiences are decision makers, influential consumers, wealth creators and high net worth individuals who have high disposable income and spend lot of time out of home for either work or leisure. A client never buys a screen; they buy a human being who looks at that screen. Advertisers are beginning to realise this and are willing to pay a premium for quality of audiences. As the industry matures, advertisers will buy sharply defined audiences as opposed to ‘screens’. This helps to add efficiency to clients spends.

Client categories:

OOH space seems to be a lot more inviting, and open to innovations. Many categories such as auto, telecom and financial services have been the biggest advertiser with OOH media and still spending regularly. There are other new extended categories that have been added to the basket OOH media portfolio - FMCG, media & entertainment & healthcare which have fast growing advertisers with multiple brands and a focused target group. FMCG has been the largest growth category this year, which is driven to the OOH audience, is seeing ads for the first time, even those on other mass media. There is still scope for new categories such as IPOs, lifestyle, etc. There has been growth of digital OOH in India as it is clearly targeted, impactful and reaches media dark and media fragmented audiences. Digital OOH advertising is emerging as an integral part of the media mix for advertisers and is being used by them for various companies and launches.

Various ways of using the medium:
Innovation and customisation is the key to growth of OOH in India. Advertisers today are demanding the ability to customise their offerings for select audiences and the use of digital OOH has evolved significantly, with greater and more engaging use of dynamic content and interactivity, delivering both relevant and creative messages.

Vicinity Marketing: Vicinity Marketing is something that can be used very well by clients in this medium and is ideal for retail. This helps in creating awareness about the brand or the offer in the vicinity to drive footfalls. We have a lot of case studies where the use of vicinity marketing has resulted in the increase of footfalls.

Static Fabrication: Static Fabrication is one of the important aspects developed lately. Any brand offering is fabricated around the screens in the static format to create a better impact and visibility for the brand 24x7. While the campaign runs on the screens, the static fabrication around the screens adds to the visibility.

Localisation / Customisation of Messages: OOH media has been the most flexible medium today and gives a chance to slice and dice the message of the campaign as per the kind of audience an advertiser would like to reach. Flexicasting, an OOH tool, provides an advantage of getting as local as possible, just like an outdoor, but with the power and capability of audio-visual. In flexicasting, the client can select the locations, cities, frequency and language as per their requirements.
Research studies:

Research is a very important tool to calculate the efficacy of the medium and the campaign. In digital OOH format, we understand the gap of measurement in traditional OOH and thus, initiated OOH metrics, which is today India’s first ever large scale digital OOH-TV research. OOH media conducted this research in association with Nielsen - world's leading provider of marketing information and audience measurement.

OOH metrics is the only metrics available in outdoor audio visual space as of now, conducted to understand the demographic profile of the people and the audience behaviour. It is the study done across eight cities, conducted by Neilsen with a sample size of almost 15,000. OOH Media also does campaign research for the brand advertisers on OOH screens to quantify and qualify the viewership.
We have done over 100 campaign evaluation studies across categories like auto, telecom, finance, FMCG, IT and many more to find the recall of ads through this medium. The results have been encouraging, which have resulted in long term relations with clients.
In today’s marketing practices, brands have taken OOH medium seriously and are looking forward for more innovative marketing and promotional mediums. With the media explosion reverberating all around and increasing competition amongst the brand marketers to be eye-catching, media planners are looking at the possibilities in out-of-home.

Examples:

Auto category – Maruti
For Maruti, we used Flexicasting to advertise different brands in different locations to reach the correct audience.

• Screen Recall: More than 90 per cent of the respondents recall seeing OOH Media screens
• Ad Recall: 65 per cent unaided recall of the ads on OOH Media.
• Reach Builder: 45 per cent of the respondents were exposed to the ad for the first time on OOH Media

Financial services category - Citibank:
Citibank did Vicinity Marketing for high net worth individuals by selecting limited screens with high a very high exposure in Mumbai and Delhi NCR.

• Screen recall: 100 per cent of the respondents recall seeing the OOH Media screens
• Ad recall: 80 per cent recall amongst 157 people who were interviewed of which 52 per cent recall it at a TOM (top of mind) level and 93 per cent recall it at an unaided level
• Reach Builder: OOH Media reaches out to media light/ media dark/ highly media fragmented audiences – 35 per cent respondents were exposed to the ad for the first time on OOH Media

FMCG category - Colgate Pro-Sensitive Relief:
For Colgate, we customised the ad for the medium by highlighting the important messages to make it more impactful.

• Screen Recall: More than 100 per cent recall for OOH Media screens
• Ad Recall: Of the people who had seen the ad 39 per cent have linked it correctly to Colgate Sensitive Pro - Relief.
• Reach Builder: 32 per cent of the respondents (in the exposed set) were exposed to the ad for the first time through OOH Media screens.

 (Ishan Raina is CEO, OOH Media India)

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