Out-of-Home Media (India) Pvt. Ltd and The Nielsen Company advertise OOH METRICS - the aboriginal anytime ample calibration analysis on Digital Out-of- Home TV media in India. This is the better and alone abstraction conducted in the OOH TV area in India spanning 6 key markets of Mumbai, Delhi, Chennai, Bangalore, Pune and Hyderabad with a sample admeasurement of 14574 in 175 locations. This pathbreaking analysis profiles the acceptable admirers as able-bodied as substantiates ability figures.
MODUS OPERANDI
Research was conducted above 6 key cities above India in 175 locations in the 3 location-verticals of OOH Media area their screens are present viz:
•Work (commercial properties, BPO/ITES, SME)
•Shop (Lifestyle stores, Malls, Supermarkets)
•Play (Multiplexes, Gyms, Restaurants, Bookstores)
The abstraction comprises of:
•Audience profiling of consumers visiting the area
•Insights from chump behavior of Audience in altered networks of Work, Shop and Play
•Insights / compassionate admirers acknowledgment appear OOH awning to barometer screen/ad anamnesis
Some of the key highlights of the analysis that came about are:
1) Average Weekly Reach of OOH Network in Mumbai, Delhi, Bangalore and Pune is 54.6 Lakhs
2) 90% of the admirers above Mumbai, Delhi, Bangalore, Pune, Chennai & Hyderabad recalled the OOH screen
3) 90% of the admirers surveyed recalled any Ad accepting played on the OOH screen
4) Average attendance of SEC A Audiences in all the six locations is aloft 60%
5) On an boilerplate an agent moves in & out of the OOH plan locations at atomic 4 times a day. Therefore, on an boilerplate per day befalling to collaborate with OOH Media screens is 7 to 8 account depending on the vertical amplitude above anniversary city
The added learnings from In-store and Leisure network
•Who is the Decision maker / influencer in authoritative purchases abnormally for domiciliary FMCG and Electronic items
•Purpose/frequency of visiting the area
•Which sections of locations do they appointment and time spent in each?
•Shop locations agnate to OOH locations that they visit.
The added learnings from Work Network
•Frequency of visiting the area
•% age of tenants: visitors
•Waiting time abreast the lift
•Restaurants that they commonly appointment for their meals/snacks.
The Research was presented to media at a columnist appointment in Mumbai. Mr Palal Bhattacharjee, (Associate Director, Media & Entertainment Team, The Nielsen Company) says: "Digital OOH offers a audible action that is beginning & evolving. It targets audiences who accept the time & added importantly, the affection to appoint with agenda bartering content. This affectionate of action on the consumer’s allotment brings with it a aggressive advantage for this medium, not calmly replicable by acceptable media."
With changes in the amusing trends, chump affairs and media fragmentation, OOH TV has emerged as the average of the future. This average communicates to the Indian consumers in atypical out-of-home locations area they accept started spending a ample block of their claimed / plan time in a non-intrusive way. In a nutshell, this average alcove out at assorted touchpoints in the 24-hour media aeon or in a day in the activity of the consumer. And while the OOH TV Media industry has developed appreciably aural a amount of 2 years in agreement of business, there was a apparent blow to admeasurement ability of the average as able-bodied as contour of the audience.
Though Nielsen (the all-around baton of research) conducted absolute brand-specific analysis for audience by way of Campaign Evaluation Studies for OOH Media, there was a charge acquainted for an all-embracing abstraction tool. Says Mr Raghu Venkatraman, VP- Media Strategy, OOH Media “OOH Metrics is a analytical footfall advanced in ensuring the advance of the Digital Out-Of-Home Medium. The ability of the average is accepting continuously activated and accurate via the Campaign Evaluation Studies but accepting abstracts on above as able-bodied as abundance of audiences accomplished by us was a continued acquainted need. With this analysis the allure of Digital Out-Of- Home would alone grow.” Thus the affiliation of OOH Media and Nielsen led to the admission of the aboriginal anytime National Level Research on Digital OOH Medium. OOH METRICS is airish to be the analysis criterion for OOH TV media.
For added details:
Payal Shah Karwa – Snr Mgr PR & Events, OOH Media
payal.shah@oohindia.com
9820696585
Visit: www.oohindia.com
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