IOS 2009: Outdoor fourth highest reached medium in Mumbai; Pune next for IOS
Media Research Users’ Council (MRUC) and Hansa Research launched the Indian Outdoor Survey (IOS) 2009, for Mumbai, on June 15, 2009. Following the Mumbai launch, MRUC and Hansa Research plan the Pune launch in a month’s time, if “monsoon doesn’t play spoil sport”. IOS for Delhi in the meanwhile, would take another year.
After five years of ground work, the India Outdoor Survey (IOS), even though only for Mumbai, is finally here. Media Research Users’ Council (MRUC) and Hansa Research launched the first ever IOS findings on June 15, 2009. After the Mumbai launch, MRUC and Hansa Research plan the Pune launch in a month’s time. They have cautioned that monsoon could play spoil sport in this but the efforts are on. At the same time, MRUC and Hansa have informed that the Delhi IOS, which is also in the pipeline, could take another year.
The survey had covered over 4500 sites of nearly 1000 stretches. Over 70 site parameters, for these 4500 sites in Mumbai, were collected and collated in a duration of nine months, with over 50 field executives. Range finder for measuring distances, binoculars for site dimensions, GPS meters for latitude and longitude, digital, still and video cameras were some of the technologies behind IOS.
TV has highest reach; Outdoor is the fourth highest
The IOS shows that the outdoor media has the fourth highest reach in Mumbai, as compared to any other media. The key findings of the survey in terms of overall media reach shows that the reach of television is the highest followed by C&S, print and outdoor. According to the survey, the overall media reach in Mumbai is 94 per cent, of which television (one week) has 86 per cent reach, cable & satellite (viewed week) has 80 per cent reach, while print (total readership) has 67 per cent of the reach and outdoor (IOS stretch) has 66 per cent reach. According to the survey, radio (one week), internet (one month) and cinema (past six months) have 31, 10 and 8 per cent reach respectively.
Outdoor has highest difference in gender reach
In the gender-based reach parameters, the IOS 2009 Mumbai shows that even as the media reach is higher among males across mediums, the reach difference between the genders is far higher in outdoor media. The overall media reach for the male audience is 96 per cent, and for female, it is 92 per cent.
Outdoor (IOS stretches) is at 77 per cent reach for men and 50 per cent for women.
In comparison, television reach (past one week) for both men and women is at 85 and 86 per cent. The print reach is no different as compared to the outdoor with 77 per cent for men and 55 per cent reach for women. Radio reach (one week) shows 34 per cent for men and 28 per cent for women while internet (last one month) shows 14 per cent and 6 per cent for men and women respectively.
Reach is higher among the youth
Media reach is higher among younger audiences. The IOS shows that outdoor’s reach distribution is more or less comparable to print. The findings show that among the 15-19 age group, the outdoor reach is 69 per cent; among 20-29, it is 71 per cent; it is 65 per cent for the age group 30-49 and for 50+, it is at 57 per cent. If television is considered, the reach among 15-19 and 20-29 age group are 92 and 85 per cent respectively.
Cable & Satellite (one week) for the age group of 15-19 is at 85 per cent reach; 20-29 age group has 79 per cent of the reach while people of 30-49 and the 50 plus age group have 78 per cent and 79 per cent respectively.
Radio (one week) for the age group of 15-19 has 40 per cent reach, while age group of 20-29 and 30-49 and 50+ have reach of 35, 29 and 22 per cent respectively. The internet (last one month) reach in the age group of 15-19, 20-29, 30-49 and 50+ are at 18 per cent, 17 per cent, 7 per cent and 4 per cent reach respectively.
No major difference in by SEC reach; Working class has a higher outdoor reach
The outdoor media has the fourth highest reach in terms of SEC. The overall media reach in Mumbai for SEC A is 99 per cent, B+C is 97 per cent and D+E is 89 per cent. In outdoor (IOS stretches), SEC A is at 69 per cent, SEC B+C is at 68 per cent and SEC D+E is at 63 per cent.
According to the IOS 2009 Mumbai findings, the working class has higher outdoor reach as compared to the non-working class and students. However, there is a significant difference in the working status. The survey shows that outdoor has 81 per cent reach among the working class. But among the non-working class, outdoor has 42 percent reach while outdoor media has 76 per cent reach among students.
Travel behaviour
The IOS 2009 for Mumbai also studied the travel behaviour, and found that 67 per cent of the consumers walk while 13 per cent travel by bus, 8 per cent use three-wheelers and 7 per cent take taxi or car and 6 per cent commute by two-wheelers. The study also found that on an average, a Mumbaikar makes 11 journeys in a week and during these 11 journeys, he covers 49 stretches. This excludes modes such as train and bicycle.
According to the survey there is a significant difference in journeys as well as stretches travelled, wherein women walk more and use more three-wheelers as compared to men. The findings show that 61 per cent men walk as compared to 79 per cent women; when it comes to two-wheelers, 8 per cent of men use this mode of transport while only 1 per cent of women use this mode of transport; 8 per cent of both men and women use three-wheelers. Also 15 per cent men and 9 per cent women use buses as their mode of transport and 8 per cent men and 3 per cent women use car or taxi as their mode of transport.
To summarise, outdoor reach is close to print reach. All classes show more or less equal propensity to travel, so outdoor is suitable for most of the classes. Men travel more than women, and working people and students travel more than non-working class.
The patron sponsors, who provided the initial funding for the project, include Laqshya, Outdoor Advertising Professionals, Ogilvy and Reliance ADAG. The effort took almost five years.
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OOH now can tell a story through video & that is drawing advertisers: Jayesh Yagnik
The Chief Executive Officer of MOMS Outdoor Media Solutions spoke to e4m about the OOH industry’s growth rate, emerging markets, the advertisers’ perspective and more
Technology-led innovations have played a significant role in reshaping the OOH landscape. From interactive displays to augmented reality experiences, advertisers are leveraging cutting-edge technology to create immersive brand experiences that capture attention and drive engagement.
e4m caught up with Jayesh Yagnik, Chief Executive Officer, MOMS Outdoor Media Solutions, about the OOH industry’s growth and future. “In India, the OOH industry is expected to continue growing post-COVID, fuelled by data analytics, AI-driven insights, and creativity. By leveraging technology and innovation, advertisers can create impactful campaigns that resonate with consumers in an increasingly digital and mobile world.”
According to the Pitch-Madison Advertising Report 2024 as well, OOH seems to be finding favour with more advertisers and believers are using it more intensively now. This is reflected in the 13 per cent growth rate OOH achieved in 2023, which is substantially higher than that achieved by TV and Print.
Moreover, expansion into smaller towns and emerging markets has been another trend observed in the post-COVID era, as per Yagnik. As infrastructure improves and connectivity increases, OOH advertisers are tapping into new geographic regions to reach previously untapped audiences.
Top key drivers for growth
“One notable development is the rise of Digital Out-of-Home (DOOH) advertising. With its flexibility and ability to deliver dynamic content, DOOH has gained momentum as advertisers seek more engaging and targeted ways to reach audiences,” Yagnik said.
He highlighted that digital billboards enable advertisers to communicate with customers in real-time and with more targeted engagement. When considering audience demographics and behaviour, customised material may be sent and creatives can be changed remotely with DOOH, providing more flexibility and efficiency than static signs.
Furthermore, how advertisers approach OOH ads is being revolutionised by the combination of data analytics and targeting capabilities, he said.
“Advertisers can enhance their understanding of the habits, routines, and mobility patterns of the target audience through the utilisation of data sources - mobile location data, social media insights and third-party consumer behaviour data,” shared Yagnik.
Programmatic OOH is another buzzword for the industry as of now. This is when advertisers use every tracking feature available, including cookies, browser history, and mobile location data, to identify trends in the behaviour of unidentified customers. Depending on the selected parameters, such as the number of individuals in the vicinity, whether or not nearby customers match the appropriate profiles, the weather, or the time of day, the data is utilised to automatically alter which digital adverts are displayed.
Yagnik added, “Similar to programmatic online advertising, programmatic DOOH enables marketers to buy real-time ad space using digital platforms and ad exchanges. They can target certain audiences and maximise campaign effectiveness by utilising data-driven insights.”
All these developments have also enabled OOH to be recognised as a medium that can lend status and prestige to a brand, the report stated. The ability of OOH to tell a story through video, which was earlier the exclusive domain of TV, is also an attractive proposition for advertisers now.
How to leverage these trends?
To leverage all these new and upcoming technologies, businesses also need to know how to leverage OOH effectively. Spending money on technology alone cannot help them reach the right audience, Yagnik noted.
He also harped on effectively leveraging outdoor advertising in the Indian market. Businesses must understand the demographics, preferences, and habits of their target audience. This knowledge will help them strategically place OOH advertisements in high-traffic areas where the audience will likely see them.
Creating compelling content is another important factor. “In a busy and visually stimulating environment like India, it's essential to create OOH advertisements that instantly catch attention. Use intriguing visuals, clear messaging, and impactful design to ensure the ads stand out amidst the clutter,” he said.
To maximise reach and engagement, businesses should integrate OOH advertising with digital platforms. This allows for a seamless experience across multiple channels and ensures the message reaches consumers wherever they are, added the executive.
And finally, Yagnik opines that since the Indian market is dynamic and ever-changing, businesses should stay flexible and be prepared to adjust their OOH advertising tactics in response to evolving market trends, consumer behaviour, and competitive landscape.
ShareAmazon miniTV launches OOH campaign with BEST buses
The campaign is for the mini-series Yeh Meri Family S3
Amazon miniTV has launched promotions for its latest family drama series – Yeh Meri Family Season 3 – in association with Brihanmumbai Electricity Supply & Transport, unveiling the ‘BEST’ marketing ploy for Yeh Meri Family Season 3.
Starring Hetal Gada, Anngad Raaj, Rajesh Kumar, and Juhi Parmar, Yeh Meri Family Season 3 explores the intricacies of family dynamics while bringing back the magic of 90s India. Produced by The Viral Fever and powered by Mamaearth, the latest season takes viewers on another nostalgic journey filled with emotions and heart-melting moments. Since the series’ release, the Awasthi family has captured the hearts of viewers. Now, the country’s favourite family made heads turn in Mumbai, as several BEST Buses were seen endorsing the series by integrating BEST’s logo with the latest edition of the franchise. This clever integration with ‘BEST’ made for an engaging brand campaign with smart wordplay conceptualised by Amazon miniTV and executed by Initiative and Trailer Park Studios.
Aruna Daryanani, Director and Business Head at Amazon miniTV said, “At Amazon miniTV, we constantly strive to deliver high-end entertainment. We aim to stand apart amongst other OTT players by combining effective yet clever ways to reach our fans. In an effort to reach closer to our audience, we partnered with Brihanmumbai Electricity Supply & Transport (BEST) to integrate their brand logo with the release of the latest edition of Yeh Meri Family. We look forward to engaging in similar dynamic collaborations that will resonate with fans.”
Laqshya Media Group uses real denim for The Roadster Life Co's billboards
The billboards feature brand ambassadors, stand-up comedian Zakir Khan and Bollywood actor Jacqueline Fernandez
Laqshya Media Group has executed an OOH campaign for The Roadster Life Co. called ‘Trends with Benefits’ featuring brand ambassadors, stand-up comedian Zakir Khan and Bollywood actor Jacqueline Fernandez.
A massive 60Ft x 30Ft billboard featured a custom mega cutout of Jacqueline Fernandez. The impact was amplified by extending the design down the supporting pole using 500 Sq Ft of real denim, meticulously crafted by master tailors and fabricators. This innovative approach blurred the lines between traditional advertising and a three-dimensional fashion installation. In a coordinated effort, Laqshya Media Group deployed over 110+ strategically placed hoardings across Rajasthan, Uttar Pradesh, and Bihar, further amplifying the campaign’s reach and impact. These impactful OOH placements effectively communicated the brand’s ‘Trends with Benefits’ positioning, highlighting its commitment to providing trendy yet comfortable and practical fashion for all.
“We are thrilled to have partnered with The Roadster Life Co. on this groundbreaking campaign. Our innovative OOH solutions effectively captured the brand's attention and drove significant sales growth,” said Mr Amarjeet Hudda, COO of Laqshya Media Limited.
Tata AIA’s quirky campaign uses weddings to remind people about need for life insurance
The campaign hoardings have been placed smartly next to a jewelry shop brand or wedding suit brand
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Weddings in India are more than an event. On the one hand, they are the beginning of a relationship filled with joy, laughter, and love. On the other hand, they are a pledge to protect and care for one another. In recognition of this significant milestone, Tata AIA Life Insurance Company Ltd. (Tata AIA) has launched a new campaign titled “Karlo Shaadi Ki Poori Taiyaari." Through tongue-in-check humour, the campaign relates the excitement pertaining to shopping for one’s wedding and the importance of comprehensive financial planning with life insurance.
The campaign released across select OOH hoardings placed smartly next to a jewelry shop brand or wedding suit brand. The hoardings have simple but cheeky messaging.
Explaining the thought behind the campaign, Girish Kalra, Chief Marketing Officer, Tata AIA Life Insurance, said, “Marriage is an auspicious event that marks the beginning of an exciting chapter in one’s life. It also means the need to prepare for a financially secure future, for our life-long partner. Our new campaign "Karlo Shaadi Ki Poori Taiyaari" aims to blend the excitement of wedding and the importance of long-term financial security in a playful way. Our endeavour is to partner our consumers and enable them to be Taiyaar (prepared) for all the moments (positive or negative) that life has to offer. With our term insurance solutions, guarantee income products, wealth creation plans or retirement offerings, we ensure our consumers live a fikar-free (worry free) life.
”Yash Chandiramani, Founder & Chief Strategist, Admatazz, said, “With this campaign, we decided to crash weddings in a good way! We connected a life insurance plan as a natural element of the wedding checklist. Our approach was simple yet effective: place life insurance right where the wedding shopping is happening, with ads that catch your eye without weighing down the mood. We are thrilled with the response and glad to play a part in Tata AIA’s communication strategy that addresses serious stuff but in a light-hearted manner”.
“Post its newly launched brand positioning ‘Har Waqt Ke Liye Taiyaar’ (prepared for all situations), Tata AIA has changed the way it communicates with consumers, using innovative humour and emotion to connect with consumers across life stages. The brand positioning now veers towards engaging with consumers to live life to the fullest, inspiring healthier, happier lives. Tata AIA now transitions into partnering with its consumers in every step and milestone of the life journey. The aim of the Company is to ensure that India and Bharat understand the need of life insurance and invest adequately to protect what matters to them the most, through simple, concise yet emotionally connective messaging as showcased in “Kar Lo Shaadi Ki Poori Taiyaari!, “ stated the press release.
Laqshya Media Group executes OOH campaign for The Roadster Life Co.
The campaign features comedian Zakir Khan and actor Jacqueline Fernandez
Laqshya Media Group has executed the OOH campaign for The Roadster Life Co., a fashion and lifestyle brand available on Myntra.
The campaign ‘Trends with Benefits’ featured brand ambassadors, stand-up comedian Zakir Khan and actor Jacqueline Fernandez.
A massive 60ft x 30ft billboard featured a custom mega cutout of Jacqueline Fernandez.
“We are thrilled to have partnered with The Roadster Life Co. on this groundbreaking campaign. Our innovative OOH solutions effectively captured the brand's attention and drove significant sales growth,” said Amarjeet Hudda, COO of Laqshya Media Limited.
Bold Care and Zepto have a playful billboard banter in Delhi
The billboards, strategically placed in high-traffic areas of the city, feature witty exchanges between the two brands
In a creative and playful marketing campaign, Bold Care and Zepto have engaged in a friendly banter with billboards in Delhi’s Galleria Mall & Mayapuri Flyover area, sparking conversations around men's sexual health.
The billboards, strategically placed in high-traffic areas of the city, feature witty exchanges between the two brands, captivating the attention of passersby and igniting discussions around important topic of men’s sexual health.
Rajat Jadhav, Co-Founder of Bold Care, shared his excitement about the banter, stating, "We wanted to convey a serious message in a light-hearted and relatable manner. By engaging in this playful banter with Zepto, we hope to raise awareness about men's sexual health while also showcasing the fun side of addressing these crucial issues."
Chandan Mendiratta, Chief Brand Officer, Zepto shared, "Partnering with Bold Care for this playful billboard exchange was a no-brainer for us. The concept for this collaboration practically wrote itself. In an industry like ours, where timing is everything, a 10-minute delivery is a must-have. At Zepto, we're all about delivering joy and convenience without delay."
The #TakeBoldCareOfHer campaign encourages individuals to prioritize their intimate well-being and take proactive steps towards maintaining a healthy and fulfilling sexual life.
Netflix lights up the sky with 1,000 drones for ‘Heeramandi’
Netflix hosted a drone show to reveal the launch date for Sanjay Leela Bhansali's series debut
The trending hashtag #HeeramandiKabReleaseHoga (when will Heeramandi release?) has an answer, at last. In a mesmerizing aerial spectacle above Mumbai’s Mahalaxmi Race Course, Netflix and director Sanjay Leela Bhansali announced that Heeramandi: The Diamond Bazaar premieres on May 1.
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The media and college students were joined by the heeras of Heeramandi — Manisha Koirala, Sonakshi Sinha, Richa Chadha, Sharmin Segal and Sanjeeda Shaikh — alongside Prerna Singh, CEO, Bhansali Productions and Tanya Bami, Series Head, Netflix India, at the grand reveal. Together, they marvelled as a fleet of 1,000 drones took flight, leaving onlookers spellbound. As the anticipation reached fever pitch, the drones unveiled the series’ launch date, igniting waves of excitement among the gathered crowd.
On the eve of the date announcement, creator-director Sanjay Leela Bhansali said, “I am grateful to the entire team for their relentless passion and dedication to bring the world of Heeramandi: The Diamond Bazaar to Netflix. With the release scheduled for May 1st, we can't wait for audiences worldwide to watch it and shower us with their love and appreciation.”
With a lot of excitement, Monika Shergill, Vice-president-Content, Netflix India said, "Heeramandi: The Diamond Bazaar is undoubtedly India’s biggest cinematic series, and the auteur, Sanjay Leela Bhansali, in his true signature style, has created a mesmerizing world with powerful characters that fight for their fate and that of their country. A one-of-a-kind series, it will offer a visual and visceral experience of a world only he can bring to life with such beauty and boldness. As we gear up for the worldwide premiere on May 1st, we can feel the excitement building up."
Amidst the city's lights, the drones formed the iconic Netflix ‘N’, followed by elements found in the series: a ghungroo (anklets), jharokha (ornate window), and an adaab (greeting). Gradually crafting the silhouette of a dancer, the drones move in unison to unveil the title logo, symbolising noor, nazaakat aur andaaz (light, refinement and style) before finally unveiling the premiere date.