The Largest Out Of Home TV Network in India
Confectionary Brand Ad Campaign – CES
Background <ul><li>The brand had advertised on OOH media in November 2008 for a period of 2 weeks </li></ul><ul><li>The cr...
Ad Recall  (Unaided – TOM + Spontaneous) OOH Media *Figures in % More than 75% unaided recall for Confectionary Brand Cake...
Ad Recall (Aided) OOH Media *Figures in % The confectionary brand had an average of more than 50% Aided recall and a total...
Recall of Confectionary Brand Ad  through Other Mediums At an Overall, 74% audience do not recall seeing the Confectionary...
FMCG Brand (Home Care Product) – CES
Background <ul><li>The FMCG Brand had advertised on OOH Media for a period of two weeks in June </li></ul><ul><li>The crea...
FMCG Brand Ad Recall   (Unaided – TOM + Spontaneous) OOH Media 32% audience at an unaided level recalled the FMCG Brand Ad.
FMCG Brand Ad Recall (Aided) OOH Media *Figures in % 100% recall for the FMCG Brand ad.
Recall of the FMCG Brand Ad through  other Medium 61 % people recalled seeing the FMCG Brand Ad on other medium 0% 10% 20%...
FMCG (Personal Care Product) - CES
Background <ul><li>The FMCG Brand had advertised on OOH Media for the Personal Care Product campaign </li></ul><ul><li>The...
FMCG Brand Ad Recall  (Unaided – TOM + Spontaneous) OOH Media *Figures in % Very high unaided recall for FMCG Brand at Cin...
FMCG Brand Ad Recall (Aided) OOH Media *Figures in % Total Recall for FMCG Brand (Personal care) was 100% and more than 30...
Recall of FMCG Brand Ad through other  Medium 60% at Prestige Copper Arch, Bangalore HAD NOT SEEN THE  FMCG Brand Ad in an...
Summary <ul><li>More than 15 researches in FMCG category prove OOH Media’s consistency for brand recall </li></ul><ul><li>...
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Fmcg Sector On Ooh Screens

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Analysis presentation of FMCG sector advertised on OOH screens

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Fmcg Sector On Ooh Screens

  1. 1. The Largest Out Of Home TV Network in India
  2. 2. Confectionary Brand Ad Campaign – CES
  3. 3. Background <ul><li>The brand had advertised on OOH media in November 2008 for a period of 2 weeks </li></ul><ul><li>The creative executions used on OOH MEDIA and other media were the same(20 seconds Duration) </li></ul><ul><li>Flexicasting for the campaign </li></ul><ul><ul><li>Kannada – Banglore </li></ul></ul><ul><ul><li>Hindi – Delhi </li></ul></ul><ul><li>The creatives tested were for Cakes and Cream </li></ul><ul><li>The campaign was carried out across the Leisure and In Store locations in Bangalore, Chennai, Hyderabad, Delhi, Mumbai and Pune </li></ul>
  4. 4. Ad Recall (Unaided – TOM + Spontaneous) OOH Media *Figures in % More than 75% unaided recall for Confectionary Brand Cakes – Hindi creative
  5. 5. Ad Recall (Aided) OOH Media *Figures in % The confectionary brand had an average of more than 50% Aided recall and a total of 100% (Aided + Unaided) Recall
  6. 6. Recall of Confectionary Brand Ad through Other Mediums At an Overall, 74% audience do not recall seeing the Confectionary brand Ad on other mediums
  7. 7. FMCG Brand (Home Care Product) – CES
  8. 8. Background <ul><li>The FMCG Brand had advertised on OOH Media for a period of two weeks in June </li></ul><ul><li>The creative execution was adapted to OOH Media screens </li></ul><ul><li>The campaign was carried out across Micro Markets (Residential buildings and Supermarkets) in Gurgaon, West/South Mumbai </li></ul>
  9. 9. FMCG Brand Ad Recall (Unaided – TOM + Spontaneous) OOH Media 32% audience at an unaided level recalled the FMCG Brand Ad.
  10. 10. FMCG Brand Ad Recall (Aided) OOH Media *Figures in % 100% recall for the FMCG Brand ad.
  11. 11. Recall of the FMCG Brand Ad through other Medium 61 % people recalled seeing the FMCG Brand Ad on other medium 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Percentage of Respondents Kitchen Cleaner Kitchen Cleaner Multipurpose Toilet Cleaner
  12. 12. FMCG (Personal Care Product) - CES
  13. 13. Background <ul><li>The FMCG Brand had advertised on OOH Media for the Personal Care Product campaign </li></ul><ul><li>The creative executions used on OOH Media screens were same as TV Commercial.(20 second Duration) </li></ul><ul><li>The campaign was carried out across BPO/ITES buildings, Gymnasiums and Multiplexes in Bangalore, Chennai, Delhi and Mumbai. </li></ul>
  14. 14. FMCG Brand Ad Recall (Unaided – TOM + Spontaneous) OOH Media *Figures in % Very high unaided recall for FMCG Brand at Cinemax, Versova 44% of the respondents recalled the FMCG brand at an unided level
  15. 15. FMCG Brand Ad Recall (Aided) OOH Media *Figures in % Total Recall for FMCG Brand (Personal care) was 100% and more than 30% of it was aided recall
  16. 16. Recall of FMCG Brand Ad through other Medium 60% at Prestige Copper Arch, Bangalore HAD NOT SEEN THE FMCG Brand Ad in any other medium. 35% of the respondents were exposed to the FMCG Brand Ad for the first time on OOH Media
  17. 17. Summary <ul><li>More than 15 researches in FMCG category prove OOH Media’s consistency for brand recall </li></ul><ul><li>High screen visibility helps in Brand Building/Recall, Campaign Awareness and New Product Launch </li></ul><ul><li>OOH Media acts as a frequency builder but we occasionally act as a reach builder as well especially in case of tech parks. </li></ul><ul><ul><li>The more we go up the value chain in terms of audience profiling, the more reach we add </li></ul></ul>
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