OUT OF HOME MEDIA

• Amu Prabhjot Singh ( 10BM60011)• Anuradha Chakraborty ( 10BM60014)• Arun Yadav ( 10BM60016)• M. P. Vijay Prabhu ( 10BM60097)

COMPANY OVERVIEW

• Established in 2007• Leading media company in out-of-home

media• Over 4500 screens in more than 18 cities• Reach 70 million people with more than 300

advertisements• Provides quality audience to the advertisers• Strategic partner – 3i and Focus Media

OUT OF HOME MEDIA CONCEPT• They provide advertisers with effortless access to

otherwise hard to reach customers through a series of High Definition LCD and Plasma Screens

• Installs Screens at Public locations (Malls, Office Complexes etc) at no cost, and direct-feeds advertising content.

• Have already installed 5000 Screens in over 22 cities across India

• Have a Dominant Presence in NCR, Hydrabad, Banglore and Mumbai, with a growing foothold in other Metros.

• Currently own over 60% of the total Digital OOH coverage.

NETWORK

FLEXICASTING• What does this mean?

– It provides a never before option to advertise– It provides an opportunity to slice & dice their communication across all

touch points making the OOH platform viable.– It answers advertisers needs of absolute flexibility, even within the city to

completely avoid wastage & spillage.• Flexicasting can be defined as ‘the ability / flexibility to telecast

brand communication on OOH Media screens as per the advertisers’:– Choice of City– Choice of location– Choice of TG– Choice of creative.– Choice of language

Factors• Advertiser ask for flexicasting due to following factors:

– Media fragmentation – Time spent on traditional media is going down – More avenues to spend time out-of-home – A huge real estate & infrastructure boom compliments the above

Advantages of Flexicasting• Micro-clustering of Locations – Advertiser can choose the

locations / area he wants to be present in.• TG- Orientation - can choose the cities / areas / locations as per his

Target Audience • Customized Creatives for multiple messaging - can run customized

ads / creatives relevant to that location• Choice of language - can run the same creative in different

languages as per his priority target markets • Proximity / Vicinity Marketing - can advertise his brand / service in

the ambient area of his location for a multiplier effect to influence people around his area

• Support to Brand Activations - Narrowcasting communication in support to local events, brand activation, mall crawls, floats going from town to town

• SWOT analysis was done for internal analysis of the company

COMPANY POLICIES

• Three keystones – Vision, Ambition and Confidence• Combines the strengths of audio-visual

communication with the visibility of outdoor• Ensures that advertisers get their message across

their most difficult to reach consumers with regularity, across different day parts and in a seamless way

• Guarantees marketers visibility and of course, direct connect with their consumers, as they work, eat, shop or simply relax

CLIENTS

COMPANY PERFORMANCE

• Propose to set up as many as 30,000 screens in the next 18-24 months

• Plans on expanding into other fields of OOH advertising, like hoardings, billboards, Advertising on Cabs etc

• Aim to become the No 1 Out of Home Media advertising company.

Amu Prabhjot Singh ( 10BM60011)

Summer Internship

• Job Profile – Media Marketing and Strategy• Possible areas – Sales– Marketing– Advertising

Expected Role and Responsibility in Sales

• Learning about OOH Media’s client’s needs

• Interaction with OOH’s Clients

• Preparation of Sales Proposal

• Handling of customer enquiry for OOH’s products

• Scheduling and keeping appointments and work hours

• Preparing reports on OOH’s clients’ accounts

• Analyzing OOH’s sales statistics and audience demographics

• Handling the drafting of contracts specifying the advertising work to be

performed and its cost

• Developing sales tools, promotional plans, and media kits, which OOH can

use to help make a sale

• Reading about OOH Media’s new and existing products and monitoring

the sales

Expected Role and Responsibility in Marketing

• Provide leadership in order to serve OOH Media’s clients better - Conducting

customer satisfaction surveys, Contributing to product development, Monitoring

competitors, etc.

• Support sales team & distribution partners - Building brand recognition for OOH

Media, Nurturing products until they are sales-ready, gathering customer

testimonials, differentiation strategies for OOH (from competitors), development

and evaluation of collaterals that help in persuading prospective clients such as

websites, brochures, multimedia presentations, product sheets, etc.

• Manage advertising & promotions - Creative Development, Testing, Media Buying

• Manage client relationships(Conducting customer satisfaction surveys)

• Events & sponsorships

• Loyalty building programs(loyalty cards, etc)

• Monitoring competitors(Why do clients sometimes prefer competitors over OOH

Media?)

• Implementing a referral program(ensuring each client-contact point builds a

favorable impression)

• Re-marketing to customers

• Preparation, directing and managing OOH’s marketing plan(via Market Analysis)

Expected Role and Responsibility in Advertising

• Development of Advertisements for OOH Media’s installations, as per client’s requirement

• Study of advertising techniques adopted by OOH Media and their popularity with clients and

audiences

• Study of advertising techniques adopted by competitors

• New advertisement campaigns to connect better to audience

• Finding new ways of presenting and streaming contents via OOH Media’s

installations(Evaluating the possibilities of integrating News Headlines, Cricket Scores,

Upcoming Events etc.)

• Working in close sync with the creative team of OOH media, lead animators so as to develop

new designs

Anuradha Chakraborty ( 10BM60014)

Profile: Media Marketing and Strategy

• Sales and Marketing• Project not elaborated clearly• Primary work of Sales and client interaction.• Visit the target client based in Delhi and to

educate him/her about the OOH medium.• Convince the client to advertise with OOH media.• Convey the advantages of advertising with OOH

Profile: Media Marketing and Strategy …continued

• Phases of the project:

Profile: Media Marketing and Strategy …continued

This job will include:• Market Research• Core Sales Knowledge• Creative Input• Strategy Development

Arun Yadav ( 10BM60016)

EXPECTED PROFILE• Profile :Media Marketing and Strategy• There is no clear cut roles communicated to us by the

organization.The following profiles might be offered:1. BUSINESS DEVELOPMENT:Development of a business strategy for the future of the organization. The things to be covered can be: • How to grow despite of increasing no of competitors.• How the company can differentiate itself from other

Out Of Home companies.• Future plans for expansion to other related fields.

Continued..2. ADVERTISING• Will be working closely with the creative team. • Advertisements as per the demands of the

customers.• Content generation that is catchy for viewers.• Communicating my ideas to the creative team for

increasing the quality of advertisements.• Keep a close eye on what technique is adopted

by the competitors.• Possibility of adding more features if possible to

the content that is streamed by OOH Media.

Continued..3. SALES AND MARKETING:• Primary work of Sales and Client interaction.• Setting meetings with clients.• Communicating them the advantages of

advertising with OOH media.• Communicate how OOH media is better than

its competitors.• Convince the client for advertising with OOH

media.

MY EXPECTATION• A minimum level of interaction with the clients is

expected.• I will expect to get work on live project.• Guidance is expected . • I will be provided with enough opportunity to

implement my theoretical learning to practical situations.

• Initial briefing about the roles that are available for us and what are the learning for us in those roles.

• Expect to get the project according to the interest of interns instead of predefined roles.

What I seek to gain?• Hands on experience in real corporate scenario.• Experience on how to interact with clients .• Devising a strategy for improvements that can be

implemented in the organization.• Will be able to observe organization culture .• How to draft proposal for prospective customers.

(Value preposition to customers)• How advertisements are tailor made according to

customer demand.

Learning & Improvements for me• Can learn how to work in corporate environment.• Can learn and improve on my team skills.• Can improve on how to present myself and

convey the central idea in a efficient manner to the clients.

• How to convince clients.• Learning on how to crate and communicate

value for client and how to price the same.• How a strategy is formed and implemented in an

organization.• How to handle multiple roles in an organisation.

M. P. Vijay Prabhu ( 10BM60097)

Possible profiles

• Business Development – Strategy

• Sales and Marketing

• Creative Advertising (Flexicasting)

Business Development - Strategy

• Identifying potential clients and innovation– Telecom, real estate and financial services are the biggest spender in

OOH, followed by the media, automobiles and consumer durables

• Capturing new clientele– IT giants like CTS,TCS and Wipro in Chennai– Setting up screens in AC Public Transport bus.

• Enhanced Relations via updated CRM – Suppliers – Companies providing Ads – Customer Satisfaction Surveys

• Pricing - Market Leader Competition– Analyzing the strategic presence of Live Media & other competitors– R & D

• Growth– Expected to be the fastest growing segment after the Internet.• PWC report says the current OOH market is worth Rs.2,150 crores!!!

– 2 –Tier Cities.

Sales And Marketing

• Critically analyzing the service offered by OOH media to improve it.• Interacting frequently with the client to provide the best service• Acquiring the requirement of client ,analyzing it and identifying the

Service proposal for the client• Preparation of Sales Proposal• Aligning the needs of the client with OOH media service and selling

the product• Providing constant feedback about the OOH media offering to the

management team• Developing Promotion ad campaign based on regional language• Loyalty building programs.• Referral Scheme.

to LEARN• The existing scenario of the company is

learnt in the first 3-4 days• Trying to relate the theories learnt to the

practices followed in the organization• How the ideas are actually implemented

in reality• How companies work in Blue ocean

(creativity)

TO GAIN Practical exposure and ground reality Interaction with the top management team and High profile

Client To get to know the overall view of the OOH company’s

organizational structure and the effectiveness of it

Backup Plan• Analysis on successful strategies followed by Focus Media in China

and other big players in the world and how it can applied by OOH in India [Pattison Outdoor Advertising (Canada), JCDecaux (France),Clear Channel Outdoor (US), The Lamar Advertising Company(US, Canada). ]

• Study on Updating Technology in line with the business of OOH. • Long Term Strategy to sustain and flourish in the highly growing

OOH segment• Comprehensive analysis of OOH media and its

competitors( LiveMedia, TagMedia and DOOHM) in the current environment

• Analysis of entry into 2 tier cities considering footfalls and potential reach to the customers

• Study on effectiveness of Creative ad campaign like ZOOZOO and its incorporation in OOH media ads

• Study on limitations of OOH media in 2011 and how to overcome it

THANK YOU