ooh metrics whitepaper
TRANSCRIPT
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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
Copyright 2008 OOH Media. All rights reserved.OOH and the OOH logo are trademarks of OOH Media
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+
Base: Mumbai 3704, Delhi 4014, Blr 2250
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,
Pune 798, Chennai 613, Hyd 1010
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
Base: Mumbai 931, Delhi 754, Blr 780
Pune 180, Chennai 241, Hyd 358
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
Rich profile of audience reached by OOH
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
Copyright 2008 OOH Media. All rights reserved.OOH and the OOH logo are trademarks of OOH Media
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Rich profile of audience reached by OOH
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