rupak choudhary


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rupak choudhary

  1. 2. OOH MEDIA
  2. 3. OOH to deliver <ul><li>effectively & efficiently </li></ul>to increase sales Presented By:- Pankaj Singh (49) Harsh Vora (60)
  3. 4. Ad industry <ul><li>Industry estimate for 2007 continues to be optimistic </li></ul><ul><li>Expected to grow faster than 2005; ~ 20% </li></ul><ul><li>Higher literacy to further boost print penetration </li></ul>
  4. 5. Facts <ul><li>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 . </li></ul><ul><li>source: Advertising Expenditure Forecasts, October 2006 by ZenithOptimedia. </li></ul>
  5. 6. Definition <ul><li>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. </li></ul>
  6. 7. Attributes <ul><li>Huge Impact </li></ul><ul><li>Continuous Visibility </li></ul><ul><li>Micro-Targeting </li></ul><ul><li>Generates Instant Awareness </li></ul><ul><li>Creative Flexibility </li></ul>
  7. 8. <ul><li>Bridge </li></ul><ul><li>Mumbai </li></ul>
  8. 9. Morning Traffic Size – 147x17’ BRIDGE ADVERTISING
  9. 10. Morning Traffic Size – 147x17’
  10. 11. Evening Traffic Size – 127x16.5’
  11. 12. Evening Traffic Size – 127x16.5’
  12. 13. <ul><li>Bus & Bus shelter advertising </li></ul><ul><li>Mumbai </li></ul>
  13. 16. Non – illuminated bus shelter
  14. 18. illuminated bus shelter
  15. 19. Innovation Trivision 2-d cut-out Inflatable
  16. 20. Innovation Cut - outs
  17. 21. <ul><li>Metro station </li></ul>Delhi
  18. 22. Target Points - Entry /exit signs Commuter enters/exits the metro station
  19. 23. Target Points - Platform signs Commuter boards/de-boards the metro
  20. 24. Target Points - Concourse signs Commuter pathway to platform
  21. 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
  22. 26. Advantage of Metro’s <ul><li>The best bet </li></ul><ul><li>hoardings are banned in Delhi and hence this is the best bet to communicate to target audience. </li></ul><ul><li>Cuts across demographics </li></ul><ul><li>good demographic coverage considering people from all classes use the metro </li></ul><ul><li>High Impact Value </li></ul><ul><li>high quality signs in ultra modern ambience. </li></ul><ul><li>Captive audience </li></ul><ul><li>5 min of complete attention, average time between 2 trains is 5 min. </li></ul>
  23. 27. <ul><li>Flyway </li></ul>
  24. 28. OOH options Gantries
  25. 29. OOH options Map signage
  26. 30. OOH options Back Lit Wall
  27. 31. OOH options Unipole
  28. 32. OOH options Canopy
  29. 33. OOH options Bus shelter
  30. 34. OOH options Flyover panel
  31. 35. OOH options Boom Panel
  32. 36. <ul><li>Hoarding </li></ul>
  33. 42. Mobile hoardings
  34. 44. Video walls worldwide
  35. 45. Times square – New York
  36. 46. Vancouver – Canada
  37. 47. Highway Video Walls Worldwide
  38. 48. Chelsea Piers - Manhattan
  39. 49. United Kingdom
  40. 50. Vehicular Traffic 3 million per month Footfalls Sahara – 6 lacs p.m DT – 5 lacs p.m MGF – 7 lacs p.m <ul><li>Attractions at Sahara </li></ul><ul><li>Odyssey –happening Pub PVR – 3 screens </li></ul><ul><li>Big Bazaar – Attracts the masses </li></ul>Sahara Mall - Gurgaon
  41. 51. DND Flyway
  42. 52. Foreign ooh Strong, bold colours attract attention
  43. 60. Body Promotions
  44. 63. Hot Balloon Advertising
  45. 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.
  46. 65. <ul><li>Demographic coverage Good mix of target population, covering all categories of audience. </li></ul><ul><li>High Impact Value High quality display boards in ultra modern ambience. </li></ul><ul><li>Captive Audience Average waiting time between trains is 5 minutes </li></ul>
  47. 66. <ul><li>Thank You </li></ul>
  48. 67. Differentiating factors <ul><li>Eye Level Visibility </li></ul><ul><li>A commuter view , even from the backseat is visible owing to the height from the ground. </li></ul><ul><li>Multiple Exposure Impact </li></ul><ul><li>owing to the fact that bus stops are located within few km away , consistent impact is possible. </li></ul><ul><li>Wide Geographic Coverage </li></ul><ul><li>shelters are spread across the length and breadth of the city making it possible to target geographical clusters. </li></ul><ul><li>Distinct Target Coverage </li></ul><ul><li>ability to target a specific sub-segment for example – college going audience by selecting shelters around colleges. </li></ul><ul><li>Cost efficient </li></ul><ul><li>as compared to other media since it offers reach and frequency </li></ul>
  49. 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
  50. 69. Attributes <ul><li>Huge Impact </li></ul><ul><li>Continuous Visibility </li></ul><ul><li>Micro-Targeting </li></ul><ul><li>Generates Instant Awareness </li></ul><ul><li>Creative Flexibility </li></ul>
  51. 70. OOH Media attributes <ul><li>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. </li></ul><ul><li>Huge Impact: The format of this ooh makes other media pale into irrelevance ! hear You decide the size, which makes your Message more powerful. </li></ul><ul><li>Continuous Visibility: Outdoor Media can't be surfed by a Remote, flipped over, torn out or thrown away. It's always on. </li></ul><ul><li>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. </li></ul><ul><li>Generates Instant Awareness: OOH Media is at a great advantage generate the fastest build-up of Reach and Frequency for your message. </li></ul><ul><li>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. </li></ul>