effectiveness of out of home advertising in niche market
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Name: Manish KishoreName: Manish Kishore
Roll Number: 092516052Roll Number: 092516052
Project Guide: Mr.Nawaz AhmedProject Guide: Mr.Nawaz Ahmed
M.B.A in Media and EntertainmentM.B.A in Media and Entertainment
Manipal UniversityManipal University
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OBJECTIVESOBJECTIVES
Research for understanding the effectiveness ofOOHResearch for understanding the effectiveness ofOOH
in niche market.in niche market.
ToTo find out the actual reach within the core T.G (nichefind out the actual reach within the core T.G (niche
audience), to understand the gap between exposure andaudience), to understand the gap between exposure andattention divideattention divide..
StudyStudy the possibilitythe possibility of acceptance ofof acceptance ofOut OfHomeOut OfHome
advertising in personaladvertising in personal celebrations.celebrations.
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The research design chosen for the study is a mix ofThe research design chosen for the study is a mix ofQualitative andQualitative and Quantitative research.Quantitative research.
Data Collection Instruments:Data Collection Instruments:
QualitativeQualitative method: In depthmethod: In depth interviews.interviews.
QuantitativeQuantitative method:method:Surveys,Surveys, questionnaires, Internet.questionnaires, Internet.
Sample SizeSample Size: 200(Quantitative): 200(Quantitative)
Study Location:Study Location: Chennai and BangaloreChennai and BangaloreTarget Group:Target Group: 18 years and above18 years and above
METHODOLOGYMETHODOLOGY
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Quantitative Data AnalysisQuantitative Data Analysis
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58%
32%
5%
2% 3%
18 - 24 Years
25 - 31 Years
32 - 38 Years
39 - 45 Years
46 Years & above
55%
45%
Male
Female
Age MixAge Mix Gender MixGender Mix
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32%
61%
7%
Weekly
Bimonthly
Almost Daily
49%
18%
33%Often
Very Often
Rarely
Frequency of respondents
Frequency of respondentsvisitingvisiting lounge bars orlounge bars or
malls (Expensive),malls (Expensive), etc.etc.
Frequency of respondentsFrequency of respondentsvisiting Airport.visiting Airport.
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93%
7%
Yes
No
Percentage of respondentsPercentage of respondents
who have noticedwho have noticedadvertisements and OOHadvertisements and OOH
screens (LCD) inscreens (LCD) in
malls, lounges, etc.malls, lounges, etc.
89%
11%
Yes
No
Percentage ofPercentage of
respondents who haverespondents who havenoticed advertisementsnoticed advertisements
in and around airport.in and around airport.
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23%
50%
27%
2
ore than 2
Less than 2
Number of adsNumber of ads
respondents could recallrespondents could recallwhich they noticed in mallswhich they noticed in malls
or lounges.or lounges.
25%
32%
43%
Yes
No
Sometimes
ercentage of respondentsercentage of respondents
moti ated / not moti ated tomoti ated / not moti ated topurchase the productspurchase the products
ad ertised in airports orad ertised in airports or
malls or lounges.malls or lounges.
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28%
72% Yes
No
37%
63%
Yes, it does
No, it does not
Percentage of respondentsPercentage of respondents
for whom advertisementfor whom advertisementinside aninside an expensive bar orexpensive bar or
pubpub makes a difference.makes a difference.
Percentage of respondentsPercentage of respondents
for whom advertisement infor whom advertisement inmalls or airport led tomalls or airport led to
purchase.purchase.
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51%
18%
31%
Yes, if it will benefit me financially
No, not at all
ay be
Would you allow advertisements at your personalWould you allow advertisements at your personal
celebrations if it will benefit you financially?celebrations if it will benefit you financially?
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Qualitative Data AnalysisQualitative Data Analysis
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Future ofOut OfHome Advertising?Future ofOut OfHome Advertising?
OutOut--ofof--home advertising is the futurehome advertising is the future
FarhanFarhan, Copywriter, JWT, Copywriter, JWT
The future is very bright. Innovations in OOH advertising will drive theThe future is very bright. Innovations in OOH advertising will drive thebusiness.business.
NachiketNachiket SantSant, Brand Partner, Rediffusion Y&R, Brand Partner, Rediffusion Y&R
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How do you see the emphasis on SEC A(Niche)How do you see the emphasis on SEC A(Niche)
marketing through Out OfHome Advertising?marketing through Out OfHome Advertising?
OOH is all about being present at the right place at the right time.OOH is all about being present at the right place at the right time.
So, even if its SEC A orD, if you are seen around youll be spokenSo, even if its SEC A orD, if you are seen around youll be spoken
about.about.
NachiketNachiket SantSant, Brand Partner, Rediffusion Y&R, Brand Partner, Rediffusion Y&R
OOH will stop talking to niche consumer bases as internet canOOH will stop talking to niche consumer bases as internet canprovide better effectiveness.provide better effectiveness.
SudarshanSudarshan, Account Planner, JWT, Account Planner, JWT
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These are the places where people throng in large numbers. So yourThese are the places where people throng in large numbers. So your
advertisings going to be noticed big time.advertisings going to be noticed big time.
FarhanFarhan, Copywriter, JWT, Copywriter, JWT
In the above mentioned places the time spent on OOH is much moreIn the above mentioned places the time spent on OOH is much more
than any other. Hence, the impact of the creative makes a difference.than any other. Hence, the impact of the creative makes a difference.
NachiketNachiket SantSant, Brand Partner, Rediffusion Y&R, Brand Partner, Rediffusion Y&R
How do you scale the effectiveness ofOut OfHomeHow do you scale the effectiveness ofOut OfHome
advertising in places like Malls (Expensive), Loungeadvertising in places like Malls (Expensive), LoungeBars, Airport?Bars, Airport?
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What is the difficulties you face in this medium ofWhat is the difficulties you face in this medium of
advertising?advertising?
Brands lacking strategic rigourBrands lacking strategic rigour
SudarshanSudarshan, Account Planner, JWT, Account Planner, JWT
The time spent by the consumer or the attention span is very less.The time spent by the consumer or the attention span is very less.
Also, the audience is not captive. So, OOH can be termed only as aAlso, the audience is not captive. So, OOH can be termed only as a
reminder medium.reminder medium.
NachiketNachiket SantSant, Brand Partner, Rediffusion Y&R, Brand Partner, Rediffusion Y&R
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What is your take on advertising in personal space?What is your take on advertising in personal space?
Thats the only way we can get to consumers in the future as theThats the only way we can get to consumers in the future as the
interruption of ads comes into sharp criticism.interruption of ads comes into sharp criticism.
SudarshanSudarshan, Account Planner, JWT, Account Planner, JWT
As long as the target audience is not annoyed with the advertising, itAs long as the target audience is not annoyed with the advertising, it
works well.works well.FarhanFarhan, Copywriter, JWT, Copywriter, JWT
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The measure of effectiveness of the ads placed in upscale locations is notThe measure of effectiveness of the ads placed in upscale locations is not
very high but it does make a difference depending on the placement of thevery high but it does make a difference depending on the placement of the
brand in the market.brand in the market.
IfOOH is considered only as a reminder medium then the effectiveness ofIfOOH is considered only as a reminder medium then the effectiveness of
this medium is very high.this medium is very high.
The brand recall is high but depends on the frequency of the visits to theThe brand recall is high but depends on the frequency of the visits to the
location and time spent at the location.location and time spent at the location.
The placement of ads in upscale locations makes a difference to a majorityThe placement of ads in upscale locations makes a difference to a majority
of people but it doesnt necessarily have to motivate or be the major reasonof people but it doesnt necessarily have to motivate or be the major reason
for the purchase of the product.for the purchase of the product.
KEY FINDINGSKEY FINDINGS
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Entering into personal space of an individual is not easy but if benefitedEntering into personal space of an individual is not easy but if benefited
financially majority of the people agree with the concept.financially majority of the people agree with the concept.
OOH at personal celebrations can be a possibility if the concept is put acrossOOH at personal celebrations can be a possibility if the concept is put across
in a manner that it is a style statement or a status quo to be part of thisin a manner that it is a style statement or a status quo to be part of this
concept.concept.
People who are very emotional about their personal celebrations will notPeople who are very emotional about their personal celebrations will not
accept this concept of advertising in personal celebrations.accept this concept of advertising in personal celebrations.
It is clear that majority of the people who gets motivated to buy a productIt is clear that majority of the people who gets motivated to buy a product
because of its presence in an upscale market has accepted the idea ofbecause of its presence in an upscale market has accepted the idea of
advertising in their personal celebrations. i.e. brand conscious people.advertising in their personal celebrations. i.e. brand conscious people.
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CONCLUSIONCONCLUSION
OOH has a good reach among the core T.G (target group) since the gapOOH has a good reach among the core T.G (target group) since the gap
between exposure and attention divide is less.between exposure and attention divide is less.
OOH ads are very effective in terms of a reminder medium, the measure ofOOH ads are very effective in terms of a reminder medium, the measure of
effectiveness of the ads placed in upscale locations is not very high but iteffectiveness of the ads placed in upscale locations is not very high but itdoes make a difference depending on the placement of the brand.does make a difference depending on the placement of the brand.
OOH at personal celebrations can be a possibility if it will benefit themOOH at personal celebrations can be a possibility if it will benefit them
financially and if the concept is put across in a manner that it is a stylefinancially and if the concept is put across in a manner that it is a style
statement or a status quotient to be part of this concept.statement or a status quotient to be part of this concept.
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RECOMENDATIONSRECOMENDATIONS
I recommend,I recommend,
that OOH should be given more recognition in a media mix as itthat OOH should be given more recognition in a media mix as it
provides a strong brand recall.provides a strong brand recall.
OOH needs to have a measuring standard to prove its dominanceOOH needs to have a measuring standard to prove its dominanceover other established media vehicles.over other established media vehicles.
OOH should explore other possible dimensions like personal space.OOH should explore other possible dimensions like personal space.
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