OOH Metrics Whitepaper

8/3/2019 OOH Metrics Whitepaper

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Contents :


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Work Shop Play

Total OOH Locations 180 124 210No. of Locations Selected for Research 51 37 87

Total SS Achieved* 3250 6264 5060

Copyright 2008 OOH Media. All rights reserved.OOH and the OOH logo are trademarks of OOH Media

Sample Size Achieved

OOH India has its presence in 22 markets in India. In each market they have placedLCD screens in various types of locations. These locations are clubbed in to3 types of networks :

WorkShopPlay

Traffic count was conducted in Mumbai, Pune, Delhi, Bengaluru and the AudienceProfiling study was conducted in the following six markets

Mumbai (Nov 07 - Jan 08)- No. of locations selected for research 44 of 242 live locations

Pune (Nov 07 - Jan 08)- No. of locations selected for research 13 of 35 live locations

Delhi NCR (June 08 - Aug 08)- No. of locations selected for research 55 of 233 live locations

Bengaluru (June 08 - Aug 08)- No. of locations selected for research 31 of 121 live locations

Chennai (July 08 - Aug 08)

- No. of locations selected for research 18 of 65 live locations

Hyderabad (July 08 - Aug 08)-No. of locations selected for research 14 of 63 live locations

As of now we have 850 live locations across these six cities

The locations selected in the above markets are an optimal mix of networks and theclusters/type of locations within these networks.

* Total Sam ple Size - 14574

Research Background:


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Demographic Profiling

Socio-Economic Fallout of audience in OOH Network

Base: Mumbai 3704, Delhi 4014, Blr 2250,

Pune 1491, Chennai 1596, Hyd - 1519

3640

61

4034 36

18

27

22

37

36

39

16

17

913

18 10

8

7

4 4 6

417

85 5 3

8

51 0 1 3 3

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0%

Mum

bai

Delhi

Blr

Pune

Chenna

iHyd

A1 A2 B1 B2 C D


SEC A, averaging over 60% are conspicuously present within OOH network

Graph figures in %


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Age breakup of audience in OOH Network

70% of people, aged 20-34, are most likely to come across the OOH network

Base: Mumbai 3704, Delhi 4014, Blr 2250

Pune 1491, Chennai 1596, Hyd - 1519

1 1 0 12

0

1015

2

10

15

6

31

38

28

34

37

30

44

35

58

4630

50

1110 10

7

1010

4 2 3 3 6 5

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

12-14 15-19 20-24

25-34 35-44 45+

Mum

bai

Delhi

Blr

Pune

Chenna

iHyd

Graph figures in %


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Education Profile of audience in OOH Network

Base: Mumbai 3704, Delhi 4014, Blr 2250Pune 1491, Chennai 1596, Hyd 1519

41

31

17 18

29

16

42

47

39

49

36

33

1722

43

33 35

50

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Lower than Graduate G / PG (General)

G / PG (Prof.)

Mum

bai

Delhi

Blr

Pune

Chenna

iHyd

Graph figures in %

Across cities more than 60% audience are graduate +


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Average Monthly Household Income

Across all cities, the average MHI of the OOH network audience is INR 20,000+


Pune 1491, Chennai 1596, Hyd 1519

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

Mum Delhi Blr Pune Chennai Hyd

Shop Work Play

Copyright 2008 OOH Media. All rights reserved.

OOH and the OOH logo are trademarks of OOH Media

Figures in 000s


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Audience Behaviour - Shop Network

Frequency of visiting shop

Shop network audience are most likely to visit a shopping area once a fortnight, however,

Hyderabad audience are shopaholic, with a significant 39% of the audience visiting OOH

Shop network once a week

Base: Mumbai 1418, Delhi 1625, Blr 800,


5 2 11 20 30

6 5 8 26 29

3 3 6 14 26

3 3 7 18 27

7 6 14 21 16

2 4 13 39 27

0% 20% 40% 60% 80% 100%

Mumbai (Avg 4.72)

Delhi (Avg 5.57)

Bengaluru (Avg 3.44)

Pune (Avg 3.74)

Chennai (Avg 6.21)

Hyderabad (Avg 4.91)

Every day 4 - 6 days a week 2 - 3 days a week

once a week once a fortnight

Graph figures in %


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Frequency of moving in and out of the office

50% employees move in & out of office at least 4 times a day

On an average a person moves 4 times in & out of the OOH work locations across

Most of the employees spend 2 mins near the office lift.

Window of Opportunity

Per day opportunity to view OOH TV Screens in:

- Mumbai and Delhi is around 8 minutes

- Bengaluru is around 6 minutes

- Pune is around 4 minutes

- Chennai is around 10 minutes

- Hyderabad is around 17 minutes



39 38 163 4

48 32 10 5 5

35 43 16 7 0

77 16 4 3 0

70 23 3 11

12 0

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Mumbai (Avg 4 times a day)

Delhi (Avg 3.88mes a day)

Blr (Avg 3.92 times a day)

Pune (Avg 2.66 times a day)

Chennai Avg 4 times a day)

Hyd ( Avg 5 times a day)

Twice a day Four times a day Six times a day Eight times a day Ten or more times a day

Audience Behaviour - Work Network :

35 503

Graph figures in %


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City-wise Highlights

Highlights Mumbai

PROFILE

Rich profile of audience reached by OOH

More than 13 Lakh, SEC A audienceMore than 10.5 Lakh, audience 25-34 age group

Highly affluent audience reached by OOH network.

4.49 Lakh, High MHI (30K +)

Behaviour across networks

High probability of exposure to ads across OOH screens

Shop

Main purpose of visit Shopping in Lifestyle locations, Movies & shopping in Malls

Work

Average frequency of moving in & out - about 4 times a day

Play

High visiting frequency & time spent in Multiplexes, Bookstores and Food Joints

Highlights Delhi NCR

PROFILE


10.8 lakh SEC A audience

Young audience

Average age between 25 and 28 years across networks

Affluent audience

More than 8.1 lakh affluent audience reached OOH network.

Behaviour across networks

High probability of exposure to ads across OOH screens

Shop

Main purpose of visit Shopping at Lifestyle stores

Work

Average frequency of moving in & out - about 4 times a day

PlayHigh visiting frequency & time spent in Multiplexes and Gyms



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OOH Metrics Whitepaper

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