OOH Media has launched its scientific and research-based rate card equipped with innovative packages to woo advertisers. The new rate card is an evolved form of a master planning tool, which is based on a client’s media buying habits, erstwhile prevailing rates and insights derived from OOH Metrics. The tool is based on the ‘Inverse Media Pyramid’, which states that ‘higher the TG on the income pyramid, the more difficult it is to reach him/her’.
The advertiser-oriented rate card enables clients to buy by audience/ TG, markets, cluster and locations. For example, if the advertiser wants to buy by TG, he can choose from the various ‘audience packages’ (AP) of influencers, women, youth, CWE (Chief Wage Earners), premium and super-premium. These profiles have been formed from derived insights using OOH Metrics, which helps the client plan for this medium in a sharp and focused manner. For instance, the rate card lends an impetus to high end brands to reach to SEC A, A+ audiences by offering advertisers the AP of the Premium and Super Premium.
The client can buy ‘markets’, wherein the entire gamut of locations where OOH Media has presence in (barring CSDs) can be bought for the Target Market City. OOH Media currently has over 5,000 screens across 22 cities, including all metros, mini-metros and Tier II towns of Chandigarh, Amritsar, Ludhiana, Panjim, Nashik, etc., in locations like malls, multiplexes, corporate parks, ITES, BPOs gyms, bookstores, lifestyle stores, restaurants, etc. The advertiser can pick up all these locations his target city wherever OOH Media has screens.
The rate card also gives the client the choice to buy by ‘clusters’. For instance, a health drink brand can choose to pick up only gyms as a cluster, while a newly launched soap could be advertised across only all malls across India. With Bollywood getting into aggressive marketing campaigns, they can choose to be in the clusters of only multiplexes and restaurants and so on.
Advertisers who want to go local can choose to advertise only in specific locations in the target city. For example, an apparel brand outlet located in the Andheri area in Mumbai can choose to advertise in the vicinity residential buildings or multiplexes of that area to drive audiences and create awareness.
Niloufer Dundh, CSO, OOH Media, said, “With OOH Metrics now in play, the rate card is more scientific and is a consolidated tool offering OOH Media in a packaged and logical way. The client can even buy using cross-packages, that is, buy only the Corporate Cluster in the Delhi market. The caveat here is economies of scale, that is, more the volume, cheaper the media.”
Raghu Venkatraman, VP-Media Strategy, OOH Media, added here, “OOH Metrics has played a pivotal role in developing this rate card. With Nielsen in the foreground of the research, the results are well-aligned to the current industry findings.”
He further said, “The rationale or the genesis to launch a new rate card for OOH Media was that the idea was to use the learnings of the on-ground research, convert them into applicable media tools and offer the client value for money media plans based on hardcore research and logic. Given that OOH Media has over 5,000 screens across over 1,000 locations in India, it becomes tedious for clients to select each location individually without prior knowledge of audience profile and suitability of that location. This rate card consists of all detailed information that will help them make a consolidated media plan. Also, clients are buying the medium in various ways. The idea was to offer them multiple ways to buy OOH Media, whichever is most convenient for them. Flexicast is not just about broadcasting, but also a way of buying the medium, that is, Flexibuying.”
“The purpose, given that you are not increasing your ad rates is that in this case, we are not looking at an increase or decrease in ad rates, but a ‘standardisation’ of the rates based on weighted value of the locations and audience profile where our screens are present,” explained Venkatraman.
He concluded by saying, “Yes, the rate card is an evolution of the Flexicast tool, with an added dimension of OOH Metrics’ research. These insights have designated an audience demographic profile, media consumption habits, footfall count, etc., which has helped construct this entire rate card.”