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rupak choudhary

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  • 1.  
  • 2. OOH MEDIA
  • 3. OOH to deliver
    • effectively & efficiently
    to increase sales Presented By:- Pankaj Singh (49) Harsh Vora (60)
  • 4. Ad industry
    • Industry estimate for 2007 continues to be optimistic
    • Expected to grow faster than 2005; ~ 20%
    • Higher literacy to further boost print penetration
  • 5. Facts
    • Today, the Out-of-Home (OOH) market is estimated to be at Rs. 6.0 - 7.0 billion and it accounts for approximately 7 % of the total ad spends in India .
    • source: Advertising Expenditure Forecasts, October 2006 by ZenithOptimedia.
  • 6. Definition
    • Out-of-home advertising (also referred to as OOH ) is essentially all type of advertising that reaches the consumer while he or she is outside the home.
  • 7. Attributes
    • Huge Impact
    • Continuous Visibility
    • Micro-Targeting
    • Generates Instant Awareness
    • Creative Flexibility
  • 8.
    • Bridge
    • Mumbai
  • 9. Morning Traffic Size – 147x17’ BRIDGE ADVERTISING
  • 10. Morning Traffic Size – 147x17’
  • 11. Evening Traffic Size – 127x16.5’
  • 12. Evening Traffic Size – 127x16.5’
  • 13.
    • Bus & Bus shelter advertising
    • Mumbai
  • 14.  
  • 15.  
  • 16. Non – illuminated bus shelter
  • 17.  
  • 18. illuminated bus shelter
  • 19. Innovation Trivision 2-d cut-out Inflatable
  • 20. Innovation Cut - outs
  • 21.
    • Metro station
    Delhi
  • 22. Target Points - Entry /exit signs Commuter enters/exits the metro station
  • 23. Target Points - Platform signs Commuter boards/de-boards the metro
  • 24. Target Points - Concourse signs Commuter pathway to platform
  • 25. Target Points - Dome signs Large size lit sign at the junction where all junction where different entry points meet up only in Rajiv Chowk Total Number – 8
  • 26. Advantage of Metro’s
    • The best bet
    • hoardings are banned in Delhi and hence this is the best bet to communicate to target audience.
    • Cuts across demographics
    • good demographic coverage considering people from all classes use the metro
    • High Impact Value
    • high quality signs in ultra modern ambience.
    • Captive audience
    • 5 min of complete attention, average time between 2 trains is 5 min.
  • 27.
    • Flyway
  • 28. OOH options Gantries
  • 29. OOH options Map signage
  • 30. OOH options Back Lit Wall
  • 31. OOH options Unipole
  • 32. OOH options Canopy
  • 33. OOH options Bus shelter
  • 34. OOH options Flyover panel
  • 35. OOH options Boom Panel
  • 36.
    • Hoarding
  • 37.  
  • 38.  
  • 39.  
  • 40.  
  • 41.  
  • 42. Mobile hoardings
  • 43.  
  • 44. Video walls worldwide
  • 45. Times square – New York
  • 46. Vancouver – Canada
  • 47. Highway Video Walls Worldwide
  • 48. Chelsea Piers - Manhattan
  • 49. United Kingdom
  • 50. Vehicular Traffic 3 million per month Footfalls Sahara – 6 lacs p.m DT – 5 lacs p.m MGF – 7 lacs p.m
    • Attractions at Sahara
    • Odyssey –happening Pub PVR – 3 screens
    • Big Bazaar – Attracts the masses
    Sahara Mall - Gurgaon
  • 51. DND Flyway
  • 52. Foreign ooh Strong, bold colours attract attention
  • 53.  
  • 54.  
  • 55.  
  • 56.  
  • 57.  
  • 58.  
  • 59.  
  • 60. Body Promotions
  • 61.  
  • 62.  
  • 63. Hot Balloon Advertising
  • 64. Advantages Life of the message: OOH Medium is singularly the epitome of a Static versus a Transient message. Non-intrusive communication: More effective; they're easy to use, and not disturbing. The Multiplier Effect: OOH has consistently been proven to be an excellent Multiplier tool for any Media Plan.
  • 65.
    • Demographic coverage Good mix of target population, covering all categories of audience.
    • High Impact Value High quality display boards in ultra modern ambience.
    • Captive Audience Average waiting time between trains is 5 minutes
  • 66.
    • Thank You
  • 67. Differentiating factors
    • Eye Level Visibility
    • A commuter view , even from the backseat is visible owing to the height from the ground.
    • Multiple Exposure Impact
    • owing to the fact that bus stops are located within few km away , consistent impact is possible.
    • Wide Geographic Coverage
    • shelters are spread across the length and breadth of the city making it possible to target geographical clusters.
    • Distinct Target Coverage
    • ability to target a specific sub-segment for example – college going audience by selecting shelters around colleges.
    • Cost efficient
    • as compared to other media since it offers reach and frequency
  • 68. Display Details DND Flyway Sahara Mall - Gurgaon 14 16 168 (30 sec each) 192 (30 sec each) 10 10 Every 5 minutes Every 5 minutes Rs. 4.00 lacs nett. p.m. Rs. 4.00 lacs nett. p.m. Rate: Repetition of each clients spots: Total Number of clients: Total Spots: Total Hours: Timings : 9 am to 11 mid night 8 am to 12 mid night
  • 69. Attributes
    • Huge Impact
    • Continuous Visibility
    • Micro-Targeting
    • Generates Instant Awareness
    • Creative Flexibility
  • 70. OOH Media attributes
    • Extended Reach: OOH Media's ability to carpet bomb a market is unmatched. The medium can be anywhere and in the form you need it to be.
    • Huge Impact: The format of this ooh makes other media pale into irrelevance ! hear You decide the size, which makes your Message more powerful.
    • Continuous Visibility: Outdoor Media can't be surfed by a Remote, flipped over, torn out or thrown away. It's always on.
    • Micro-Targeting: Why waste your money on reaching unwanted Target groups when you can use ooh very effectively to zoom in on your most profitable customers.
    • Generates Instant Awareness: OOH Media is at a great advantage generate the fastest build-up of Reach and Frequency for your message.
    • Creative Flexibility: The OOH medium allows for extended creativity and provides images viewable from a distance. Current imaging technology provides displays that were not possible earlier by hand-painting.