Can outdoor media in India really be measured? Opinions vary, but PrimeOutdoors believes that existing data can be used better. In recognition of the changing advertiser requirements and new paradigms of the out-of-home business, the agency has developed and implemented across campaigns a set of planning and process management systems to ensure better utilisation of the advertising rupee and smoother campaign deliveries.
The agency believes that where outdoor plays an important part of any campaign, it is very important to know what the return on investment is. The usage of the tools that the agency has designed is an attempt in this direction. Giving a brief idea of what these tools are all about, Sindhu Nair, Business Manager (West), PrimeOutdoors, shares, “We have two significant tools, PIPS and PRISMS. Now, PRISMS (PrimeOutdoors Information and Site Management System) is a campaign planning process for out-of-home media. It uses a combination of secondary data and hands-on town knowledge at various levels to help prioritise levels of outdoor spends across a set of towns. It helps even in the detailed aspects like select the outdoor media mix relevant in that town to the TG and identify relevant areas and shortlist specific sites in a town to reach the TG using the database of 25000-plus sites across India.”
This tool has been extensively used across all recent campaigns done by the agency including the likes of Sony Ericsson, TVS Centra and Honda amongst others. She informs that PIPS (PrimeOutdoors Information and Process System) is developed specifically for the Indian out-of-home industry. Says she, “PIPS has enabled us to measure campaign deliveries against pre-decided benchmarks and smoothly coordinate all campaigns. Having this system in place we are enabled to deliver large scale or small city campaigns for TVS Centra and Tata Tea or ensure a timely outdoor media campaign to launch a new Sony Ericsson brand.”
Sharing more on the operation and usage of the tools, Nair says, “PRISMS is not really a tool in the actual sense of the word, it is a data-led approach for planning outdoor media campaigns that uses secondary data along with our own town knowledge and the online database of 25000 sites.”
Both the tools have differentiated roles to play. PRISMS attempts at creating plans for clients that are better prioritised, where the spends allocation per town is more scientific, being based on information on the potential of the town and the exposure of its people to other media like print or television which may also feature in the client’s media mix.”
PIPS, on the other hand, is a process aimed to set up standards of delivery in terms of timeframes and quality and then measure actual delivery against the benchmarks set up. While PIPS has been used for a while now, PRISMS is a fairly recent development. PIPS has helped the agency in streamlining the various activities which were unorganised and in benchmarking these activities. This has been used in all campaigns. PRISMS on the other hand, has helped in prioritising the towns and allocating the budget in different towns. “This in turn provides comfort to the clients that their money has been utilised wisely,” states Nair.
Sharing more on the benefits that clients garner from these tools, Sindhu elucidates, “It provides better comfort levels as they appreciate the transparency that we operate with and that we bring into this unstructured business. Again, the reports sent as part of PIPS helps them be in better control of their campaigns. The end result of PIPS is to have the campaigns up by the deadline and it allows us to identify bottlenecks in campaigns and trap any delays that may occur so that rectification measures can be quickly taken and it can be flagged off to the client. The client finds such information very useful.”
Outdoors is indeed a very important part of most campaigns. Many a times, marketers like BPL Mobile use only outdoors campaigns to announce their schemes. The cities are getting more cluttered with hoardings but the advertisers still wouldn’t know which part of the advertising budget is wasted. More of such initiatives are required to organise this medium some more.