Fmcg Sector On Ooh Screens
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Fmcg Sector On Ooh Screens

  • 1,703 views
Uploaded on

Analysis presentation of FMCG sector advertised on OOH screens

Analysis presentation of FMCG sector advertised on OOH screens

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,703
On Slideshare
1,698
From Embeds
5
Number of Embeds
3

Actions

Shares
Downloads
22
Comments
0
Likes
0

Embeds 5

http://www.linkedin.com 2
https://www.linkedin.com 2
http://www.slideshare.net 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. The Largest Out Of Home TV Network in India
  • 2. Confectionary Brand Ad Campaign – CES
  • 3. Background
    • The brand had advertised on OOH media in November 2008 for a period of 2 weeks
    • The creative executions used on OOH MEDIA and other media were the same(20 seconds Duration)
    • Flexicasting for the campaign
      • Kannada – Banglore
      • Hindi – Delhi
    • The creatives tested were for Cakes and Cream
    • The campaign was carried out across the Leisure and In Store locations in Bangalore, Chennai, Hyderabad, Delhi, Mumbai and Pune
  • 4. Ad Recall (Unaided – TOM + Spontaneous) OOH Media *Figures in % More than 75% unaided recall for Confectionary Brand Cakes – Hindi creative
  • 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. 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. FMCG Brand (Home Care Product) – CES
  • 8. Background
    • The FMCG Brand had advertised on OOH Media for a period of two weeks in June
    • The creative execution was adapted to OOH Media screens
    • The campaign was carried out across Micro Markets (Residential buildings and Supermarkets) in Gurgaon, West/South Mumbai
  • 9. FMCG Brand Ad Recall (Unaided – TOM + Spontaneous) OOH Media 32% audience at an unaided level recalled the FMCG Brand Ad.
  • 10. FMCG Brand Ad Recall (Aided) OOH Media *Figures in % 100% recall for the FMCG Brand ad.
  • 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. FMCG (Personal Care Product) - CES
  • 13. Background
    • The FMCG Brand had advertised on OOH Media for the Personal Care Product campaign
    • The creative executions used on OOH Media screens were same as TV Commercial.(20 second Duration)
    • The campaign was carried out across BPO/ITES buildings, Gymnasiums and Multiplexes in Bangalore, Chennai, Delhi and Mumbai.
  • 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. 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. 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. Summary
    • More than 15 researches in FMCG category prove OOH Media’s consistency for brand recall
    • High screen visibility helps in Brand Building/Recall, Campaign Awareness and New Product Launch
    • OOH Media acts as a frequency builder but we occasionally act as a reach builder as well especially in case of tech parks.
      • The more we go up the value chain in terms of audience profiling, the more reach we add