Jagran Engage, the OOH arm of Jagran Group, has been scouting for outdoor options in the East Delhi region, also the gateway to the NCR of Noida and Ghaziabad. The company has undertaken a study to gain knowledge of the area, the traffic pattern, the TG profile. And the study has thrown some interesting findings.
Jagran Engage, COO, Indrajit Sen, said, “We are currently using 24 uniploes that we are marketing in East Delhi for Big FM, Orange County, IDBI, Zee Cinema, Tata Infomedia, Parshwanath Builders in Preet Vihar, Mayur Vihar, Noidalink road, Ghazipur road Vishwapatima Marg, Dayanand, Marg etc.”
The total of 720 people were interviewed by IMRB in both residential and commercial areas with a uniform break-up between various kinds of vehicle usage, that is, four-wheelers, two-wheelers and public transport users. 46 per cent of those using these roads are from SEC A and 35 per cent from SEC B with 82 per cent being between 20 years and 40 years old and 62 per cent owning their vehicle and 98 per cent traveled on this route at least twice daily, taking about 45 minutes for the journey each way.
While mobile phone is the largest owned category, it is followed by TVs and music-video players – and these are also most coveted categories, that is, they have the highest intention to be purchased. So brands in these categories should be largest advertisers.
Amongst FMCGS, toiletries followed by tea and cooking oil are categories with highest penetration and frequency of purchase – so brands from these categories should look closely at East Delhi for their ongoing campaigns and continued brand presence. While 73+ recall ads on bus-stops or on side of roads, 40 per cent + recall ads on walls etc. – so notice ability of outdoor ads on roadside unipoles is extremely high.
As compared to this, about 65 per cent read at least one newspaper daily and maximum 255 listen to radio for about two hours daily though about 80 per cent watch TV for about 1.5 hours daily. So, for effective communication to East Delhiites – outdoor advertising is a must.