6 students of IIPM final year have done a research on what is OOH. the industry metrics have been presented and and the various factos on which the growth of this industry will depend upon. the numerous examples of media vehicles under OOH and the pricing factors of each have been presented in this powepoint presentation.
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Out Of Home advertising
1. Advertising Project āOUT OF HOME ADVERTISING IN INDIAā Group Members: Hanish Soni Kumar Anand Parakram Dutta Sadiq Shariff Soumyaranjan Shahjahan Khan Vth Trimester SS 09-11 13-Jan-11 1
2. Content: The Indian Story Street Furniture Billboard Bus shelter advertising: Out-Of-Home at Airports Digital OOH space Market leaders in digital OOH space Pricing of OOH ad space Customers speak Expertās opinion āthrough secondary research Expertās opinion through primary research Conclusion: Advertising What Advertisement Is? Why advertise? Overview: What can be advertised? Types of advertising: Advertising Industry in India Scope of Advertising Industry in India Advertising trends across dimensions: Global outlook: India outlook OOH overview 13-Jan-11 2
3. Advertising: To give public notice or to announce publicly Paid form of non personal communication Commercial advertisers and Non-commercial advertisers Different types of media: newspapers, magazines, television, radio, outdoor or direct mail. 13-Jan-11 3 link
4. Advantages: Cost-effective Differentiating similar products and services Brand equity Leverage popular advertising campaigns into successful IMC programs Control over the message 13-Jan-11 4 link
5. Disadvantages: The cost of producing and placing ads To determine the effectiveness Credibility and image problems Vast number of ads creates clutter problems 13-Jan-11 5 link
6. What Advertisement Is? Elements of Advertising Mass communication and mass production Non-personal communication Commercial communication Reaches large groups of people Communication is speedy 13-Jan-11 6 link
7. Why advertise To stimulate sales To communicate To retain loyalty To project an image 13-Jan-11 7 link
8. Overview: First newspaper of the Indian subcontinent, was the āBengal Gazetteā started by James Augustus Hicky. The first Indian ad agency, the Indian Advertising Agency, launched in early years of the 20th century By the 1920s a number of Indian agencies were working from the major Indian cities like Madras, Bombay, Calcutta and Tiruchirapalli. 13-Jan-11 8 link
9. 13-Jan-11 link Overview: The Indian Society of Advertisers was formed in 1951 and in May 1958, the Society of Advertising Practitioners was established. Advertising clubs came up in Bombay and Calcutta to promote higher standards of work Spending on advertising was estimated at more than $300 billion in the United States and $500 billion worldwide. 9
10. What can be advertised Product Advertising Products advertised range from fruits and vegetables to pickles and jams and scooters and cars to any commodity 13-Jan-11 10 link
14. What can be advertised Public Service Advertising such as family planning, national integration, polio eradication, and pollution control. 13-Jan-11 14 link
16. What can be advertised Institutional Advertising Ads focus on the organizationās work in areas of research, development and quality control 13-Jan-11 16 link
20. ATL āAbove the Line ATL is Involving media where a commission is taken by an advertising agency The ATL strategy makes use of current traditional media: television, newspapers, magazines, radio, outdoor, and internet. ATL refers to all promotional activities done by companies through mass media 13-Jan-11 20 link
21. BTL āBelow the Line Is work done for a client where a standard charge replaces commission Below The Line promotions include sales promotions, consumer promotions, PR, events 13-Jan-11 21 link
22. TTL āThrough The Line Advertising strategy involving both above and below the line communications In which one form of advertising points the target to another form of advertising An example would be a TV commercial that says 'come into the store to sample XYZ product'. 13-Jan-11 22 link
23. Scope: Advertising Industry in India Rich pool of strategic planning, creative and media services personnel Plethora of trained management graduates Indians are multicultural Top 20 agencies in India have a global partner or owner India's advanced IT capabilities Production standards in TV and print have improved 13-Jan-11 23 link
36. OOH overview: OOH breaks traditional clutter in the medium OOH industry estimated at 2000 Cr by 2010 OOH uses innovative vehicles The interest has been steady and growing and with good reason 13-Jan-11 36 link
37. OOH āThe Indian Story OOH industry estimated at Rs. 2000 Cr by 2010 Rentals far from international standards Though rentals have increased by 25-40% 13-Jan-11 37
38. 13-Jan-11 Source: advertising Express, July 2006, lifestyle marketing media options, breaking conventional practices 38
39. OOH Media Vehicles Billboards Reaches audience with high-impact, strategic positioning Provides clutter free messages in a uniquely customized environment Innovations have made it more attractive and profitable In terms of revenues billboards contribute nearly 60% to the OOH sector 13-Jan-11 39 link
42. 13-Jan-11 link OOH Media Vehicles Gantries Is aĀ traffic signĀ assembly mounted on an overhead support usually built on high-traffic roads or routes with several lanes Similar gantries are used inĀ railway signalingĀ on multi-track lines. 42
45. OOH Media Vehicles Standee Is a large self-standing display promoting aĀ movie, product or event Displayed in theater lobbies orĀ musicĀ stores in advance of film orĀ musicĀ releases. recent advances in digital photography and print-on-demand technology have made them widely available to the public. 13-Jan-11 45 link
48. OOH Media Vehicles Tableaux Tableau vivant is French for "living picture.ā It is a blend of stage art and painting or photography of this sort are sometimes casually called "staged photography 13-Jan-11 48 link
56. Reasons for growth Increasing working population Aptness in Rural Marketing Local Advertising 13-Jan-11 56
57. OOH at Airports Airports have emerged as the costliest advertising spots Occupies 25-30% of total advertising space From being conventional to innovative vehicles This revolution began with privatisation of airports 13-Jan-11 57
59. OOH at Airports Despite the slowdown airports has been a premium OOH destination A key factor is the time spent by travelers The passengers state of mind builds the appetite Innovation rules the ad space 13-Jan-11 59
61. OOH by Mantri for their latest offering 13-Jan-11 Bangalore airport 61
62. Digital OOH space Occupies barely 1% of the industry Industry size estimated at 60 -70 cr A small industry with stiff competition Hospitality sector commands 35-40% of this space 13-Jan-11 62
64. Major players in OOH Bright Outdoor Media Rapidly expanding Provides a plethora of services like gantries, traffic booth, kiosk Percept Outdoor Media Leading outdoor communication specialist One of the largest network with 24 locations Key clients: ABN AMRO ADITYA BIRLA RETAIL LTD PEPSI FOODS PVT LTD SONY INDIA PVT.LTD GLAXO SMITHKLINE CONSUMER HEALTHCARE LTD 13-Jan-11 64
65. Major players in OOH TDI Media Pvt ltd Specializes in out of home advertisement at airports Single largest airport advertising company Advertising rights at most international and domestic airports, metros Key clients: American Express ITC hotels IBM MasterCard Selvel Media Indiaās number one ooh advertisement company Its services: Total Outdoor Advertising Planning Billboards / Hoardings Interactive Kiosks Sports & Event Marketing Public Utility Services 13-Jan-11 65
66. Big Street Has the largest LED network in Bangalore Advertising rights for Chennai IT corridor, 10 underground stations for DMRC Predicts immense growth in street furniture 13-Jan-11 Major players in OOH 66
67. Times OOH Is a subsidiary of Entertainment Network India Limited (ENIL) Has presence in all major Indian cities including Delhi, Mumbai, Bengaluru, Hyderabad & Kolkata Catering to almost 50% of entire traveling traffic in Delhi and Mumbai airports Nearly 200 Bus Queue Shelters each in Bengaluru & Hyderabad at Premium locations 13-Jan-11 Major players in OOH 67
68. Major players in digital OOH space Out-of-Home Media (India) Pvt. Ltd Out-of-Home Media has already installed overĀ 4500 screensĀ in more thanĀ 22 cities reaching out to 70 millionĀ people monthly with more thanĀ 300 advertisers Business network consists of corporate buildings, IT parks, BPOs, airport buses and healthcare centres We have installed screens in places like beauty salons, clubs and pubs, cafes, fast food joints, restaurants, and even book shops 13-Jan-11 68
69. Tag Media Network Indiaās first In-Store Television Network Specializing in the FMCG and hypermarket segment reach over 20 million upscale shoppers every month in 32 markets across India Launched with global learnings customized for an Indian fit 13-Jan-11 Major players in digital OOH space 69
71. Pricing of OOH ad space Airport are the most expensive ooh ad space It costs anywhere between 15-20lakh a month Mumbaiās Patel bridge is however an exception costing 7.5 lakh for a 10 day slot Bus shelters cost around 65000 a month and billboards cost anywhere between 50000 ā 3 Lakhs 13-Jan-11 71
72. Pricing of OOH ad space Digital screens costs 30000-35000 per venue per screen Central medians cost10,000 per box in prime locations like kormangala Neon signs cost 8 Lakhs in prime location like Brigade road 1.5 lacs elsewhere 13-Jan-11 72
74. Customers Speak āTimes OOH Customer: SGI A firm believer of OOH Impressed by the professionalism Deliver whatās been promised OOH will continue to dominate a good chunk of their advertising budget Customer: SMC Strongly convinced with the power of OOH Extremely satisfactory service Helps reach target audience effectively 13-Jan-11 74
75. Customers Speak Customer: Tag Media One of the most professional companies. By: Spencerās Retail. An outstanding asset for in store digital communication By: Aditya Birla Retail. 13-Jan-11 75
76. Questionnaire format for OOH Media OOH Media has completed more than two years in India. How has the journey been? Has the growth of digital medium been as per your expectations during this period? How has OOH Media grown as a company since inception, in terms of size as well as corporate philosophy? How is the plan for 30,000 screens in by 2010 coming along? 13-Jan-11 76
77. Please throw light on the research project OOH Media and Nielsen Media Research recently conducted to understand screen recall and advertising recall in the out-of-home environment. Please share details about OOH Mediaās special tools like Flexicasting Apart from this, what does the future hold for OOH Media? Who are the major clients in India? 13-Jan-11 Questionnaire format for OOH Media 77
78. Why did it take so long for the number two OOH Company in the world to come to India? How do you see the outdoor advertising industry in India currently? Do you think Indian outdoor advertising industry is ready for a concept like street furniture? Can you explain the concept of street furniture? What is the scope of innovations in Indian OOH industry other than street furniture, billboard advertising and transport advertising? 13-Jan-11 Questionnaire format for J C Decaux 78
79. You talked about joint ventures. So, while choosing partners, what will you look for in a company? Coming to broader issues, what do you think of the government regulations prevalent in the OOH industry in India? How would you compare the Indian OOH industry vis-Ć -vis global standards? What kind of challenges do you foresee now that you are setting shop in India? How can this problem be addressed? 13-Jan-11 Questionnaire format for J C Decaux 79
80. What should be done to make the OOH brand communication industry more organized worldwide? How do you foresee India catching up with global competition? Out of street furniture, billboard and transport advertising, which one will be the key drivers of growth for the Indian OOH industry? What is the contribution of these three segments in your business portfolio worldwide? What are your other plans for the Indian market? 13-Jan-11 Questionnaire format for J C Decaux 80
81. One year down the line, how do you see yourself in India? Since the media industry per se is burgeoning in India, are you looking at venturing in any other space as well? What is the future plan of your company worldwide? Finally, what is the secret behind your organizationās success? What kind of opportunities do foreign outdoor players look for in India? What kind of brands you would like to work with? 13-Jan-11 Questionnaire format for Sanjay Pareek-MD Percept Outdoor Media 81
82. How has the experience been so far working with Percept OOH? What have you contributed since you joined? How do you perceive the prevailing economic condition in the OOH industry? What is the net worth of the company, what per cent of revenue comes from each vertical (outdoor, retail and rural) and what is your revenue projection for the next few years? What, according to you, are the key challenges in the OOH industry? 13-Jan-11 Questionnaire format for Sanjay Pareek-MD Percept Outdoor Media 82
83. What according to you would be the hurdles of not being able to come up with a standardized measuring system in OOH space? What is your vision for Percept OOH for the next few years? What would be the growth driver for the OOH industry in the coming years? Where do you see OOH industry two-three years down the line? How would you see the OOH ad spend vis-a-vis total ad spends done? 13-Jan-11 Questionnaire format for Sanjay Pareek-MD Percept Outdoor Media 83
85. 7 factors that will drive OOH growth Technology played a major role in the growth of OOH. Internet ā backbone for a strong OOH combination of broadcast, delivering scale and narrowcast, delivering customisation Measurement Measurement has been the holy grail of Out-of-Home It requires marketers to understand more of brand equity metrics Regulation More stricter regulations Regulations and regulators will shape tomorrowās ooh future 13-Jan-11 85
86. 7 factors that will drive OOH growth Consumer Advocacy Consumer Advocacy is emerging as a major attention Advocacy foreseen in labour practices Consolidation on buying and selling side Consolidation is a reality of life in every medium collaboration and partnership is the only add to growth will lead to improvement of efficiency, long term investment and general improvement of labor practices and governance 13-Jan-11 86
87. 7 factors that will drive OOH growth Planning framework robust and credible planning framework is much needed in this industry Emergence and growth of specialist ooh agencies Multiplicity of Vehicles More definitions, inclusions can be expected in future An unpredictable future makes this medium more complex and exciting than it is today 13-Jan-11 87
89. Thank you J. C. Decaux, J. C. Decaux India Pvt LTD Ishan Raina, CEO, OOH Media Sanjay Pareek, MD, Percept Outdoor Media Mr. Rishiraj, MD, OOH Pvt LTD, Bangalore, Mr. Kiran, Marketing Manager , Skyline Advertising, Ms. Poornima, Marketing Manager, Rainbow Advertising, For their invaluable information and data that adds substance and credibility to this project report on Out Oh Home Advertisement. 13-Jan-11 89
90. Thank you Group members : Hanish Soni, Kumar Anand, Parakram Duta Sadiq Shariff, Soumyaranjan Mohapatra Shahjahan Khan, without whose support this project would have never reached completion 13-Jan-11 90
91. Thank you To Prof. Surajit Banerjee for his invaluable contribution to this project and guiding is to successful completion 13-Jan-11 91
