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Unlocking the Potential of Outdoor

Unlocking the Potential of Outdoor

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Unlocking the Potential of Outdoor

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  1. Unlocking the Potential of Outdoor OAC Mumbai June 19, 2009

  2. Indian Outdoor Survey • First syndicated study for the Outdoor Medium in India • Spear-headed by MRUC • Project Implemented by Hansa Research • Under the guidance of a strong MRUC Technical Committee • Funding from Patron Sponsors • IOS based on indigenous methodology, adopting international best practices • Designed to provide audience led research on par with other media in order to generate traffic, cover and frequency estimates

  3. International Scenario • Traffic count data modeled using small sample travel survey • POSTAR, UK • COMB, Canada • ROAM, Australia • SAARF AMPS/OMS, South Africa • WAM Outdoor Study, Netherlands • Germany • France • TAB, USA (Only Traffic Counts)

  4. Changing the current buying practices….

  5. …to a new paradigm • Shifting the present obsession with simply getting bigger discounts/cheaper rates, to a more effective one • Campaign-planning rather than buying specific sites • With Reach/Frequency targets • Allowing for efficiency and delivery evaluation of campaign

  6. A Complete Media Planning Tool • IOS appraises outdoor sites with respect to their ‘visibility’ quality • IOS goes beyond measurement of ‘visibility’ and provides‘reach’ for the selected site as part of a campaign plan • IOS allows to plan campaigns targeted to reach select ‘audiences’ at defined levels of exposure

  7. Research Methodology

  8. IOS Mumbai Coverage

  9. IOS Model Site Classification Travel Survey Visibility Study

  10. IOS Model Site Classification Physical characteristics measured to derive ‘visibility’ of a site. • Target Reach & Frequency • A sample survey of travel patterns of city residents for deriving the estimate and profile of the audience reached and exposed to OOH • Audience estimates adjusted with Traffic Counts giving estimated audiences on a road stretch or Total Opportunities To See (OTS) Visibility Index Estimation of traffic exposed to a site netted down using the Visibility Index. First time comparison of Outdoor campaigns with TV & Print possible

  11. Site Classification • Site Census and Identification • Count of sites by different formats

  12. Hoardings Gantries Kiosks Bus Shelters

  13. Site Classification • Site Census & Identification • Site Mapping

  14. Site Mapping Azimuth (North Angle) N Site Latitude Longitude Optimum Distance Latitude Longitude

  15. Site Classification • Site Census and Identification • Site Mapping • Site Classification Parameters

  16. Obstruction Clutter Height SIZE

  17. Site parameters Angle to Traffic α Offset

  18. Traffic and Travel Survey • 5 Modes of Travel for Traffic Count • 4 – wheelers (Cars & Taxis), 3 – wheelers (Auto rickshaws), 2 – wheelers (Bikes, Scooters), Buses and Pedestrians • Traffic Counts for pre-selected stretches every 15 minutes every 2 hours from 7 am to 10 pm on 1 Weekday & Sunday

  19. Travel Survey 4500 household interviews Demographic, travel, product ownership / usage and other media consumption. Travel for 3 weekdays and 2 holidays Mode of transport for each journey (multiple modes) and purpose

  20. Visibility Study • Traffic by the site or passage data is good to know, but how many of those people actually notice your hoarding? • The Visibility Study answers this question by overlaying the ‘attention’ displayed by the outdoor audience on to the gross audience exposure • Using multiple regression, the relationship between ‘Probability of viewing and site parameters’ has been modelled

  21. Site Classification, Census & Mapping of Sites • Site Characteristics • Visibility Index For 5 outdoor media Traffic and Travel Survey • Gross Reach/ OTS • Target Audience exposed • Frequency & Reach/ OTS Traffic Counts for pre-selected stretches 4,500 HH interviews for travel patterns and demographic, product & media profile Gross Reach/OTS netted down Visibility Study To summarise the IOS Research

  22. IOS Challenges

  23. The Math behind IOS • An intensive and daunting project on a scale that has not been attempted yet in research in India • Over 70 Site parameters for 4500 sites in Mumbai collected and collated taking nine months, using over 50 field executives • Nine months of Traffic Count covering nearly 12 lakh data points using nearly 60 field executives • Detailed journey information collected from 4500 respondents taking 80 people, 10 months • Now the science and technology……

  24. The Science & Tech behind IOS • From Trigonometry and Geometry to Statistical modeling, GIS, Physics and Cartography • Latest technology used for data capture • Range finder for measuring distances • Binoculars for site dimensions • GPS Meters for Lat/Long • Digital, Still and Video cameras • Equipment weighing nearly 3 kgs

  25. Outdoor Research Challenges • Lack of Site Level Data • High fragmentation, ruling out collecting basic information from site owners • Non-standard Formats & Sizes • Over 200 different sizes at last count. Hoarding sizes are standardized internationally • Resulting difficulties in classification of sites • Site Location • No standard for erecting sites. Sites are located in some of the most inaccessible locations such as right middle of slums, building tops etc. Taking site measurements such as latitude longitude, height etc. is difficult.

  26. Outdoor Research Challenges • Large number and variety of outdoor options • Actual exposure difficult to assess • Different types of vehicles (2W, 4W, Bus, Auto etc). • Variation in traffic at different times – day / week.

  27. Outdoor Research Challenges • Visibility Study • Carried out to find out OTS at site level • Internationally, this field is still in its nascent stage and constantly under development even after 12 years. POSTAR conducted the first visibility study in 1996 • Involves complex theories, computations and validation • ESOMAR is working out standardized methods to conduct outdoor research

  28. Outdoor Research Challenges • Travel Survey • Base data to understand population travel behavior – the key to individual level planning • Every journey and road segment (stretch) plotted on map to arrive at traffic numbers and profile. Over 14 lakh stretch travels in a week for Mumbai. • IOS is possibly the only study that provides individual database for outdoor planning.

  29. Key Findings

  30. Media Reach - Overall • Reach of TV is the highest followed by C&S, print and outdoor. • Outdoor reach is comparable to that of print Source: IRS 2008 R2

  31. Travel Behavior • On an average, a Mumbaikar makes 11 journeys in a week. • During these 11 journeys, he covers 49 stretches, thus, the stretches traveled per journey are 4.5 • ‘Modes Used’ provide distribution of different modes used by the respondent across 49 stretches. Note that this exclude modes such as train and bicycle. • We have considered a mode to be used even if it is used for only part of the stretch. • As is obvious, walk is the most common mode of transport followed by bus. Three wheelers and Car/Taxi occupy the next slots.

  32. Media Reach - Gender • Media reach is higher among males across mediums. • The difference in reach is the highest in outdoor. Internet, Cinema and print also show significant differences in penetration by gender. Source: IRS 2008 R2

  33. Travel Behavior - Gender • There is significant differentiation in journeys as well as stretches traveled by Gender Females use more of walk and 3 wheeler as compared to males, possibly to go to market or to drop the kids.

  34. Media Reach - Age • Media reach is higher among younger audiences and tapers off with age. • The decline in reach with increase in age is higher in Radio, Internet and Cinema • Outdoor’s reach distribution is more even and is comparable to print. Source: IRS 2008 R2

  35. Travel Behavior - Age • No major difference in journeys and stretches traveled by age. • Use of Car/Taxi increases with age.

  36. Media Reach - Education • Media reach increases with increase in education level. • Increase is most significant for print followed by internet. Source: IRS 2008 R2

  37. Travel Behavior - Education • Education does discriminate on number of journeys undertaken taken in a week. • Number of journeys and stretches traveled increase with education. • Use of personal transport (2W, Car) increases with education.

  38. Media Reach - Occupation • Moderate differentiation in outdoor reach by occupation Source: IRS 2008 R2

  39. Travel Behavior - Occupation • There is little difference in number of journeys by occupation. • Number of stretches traveled increase significantly with higher occupation categories • Use of car increases and that of walk decreases with higher occupation categories

  40. Media Reach - SEC • No major differentiation in outdoor reach by SEC Source: IRS 2008 R2

  41. Travel Behavior - SEC • Little differentiation in journeys and stretches by SEC. However, number of stretches traveled increases with increase in SEC. • Car travel changes significantly with increase in SEC.

  42. Media Reach - Working Status • Significant differentiation in outdoor reach by working status. • Differentiation is also high for Internet, Print and Cinema Source: IRS 2008 R2

  43. Travel Behavior - Working Status • Very good discrimination between working and non-working across the board. • Students behave more like working class.

  44. Summary of findings Outdoor reach is close to print reach All classes show more or less equal propensity to travel. Men travel more than women. Working people and students travel more than non-working Affluent people use more personal transport (cars, two wheelers etc.) and travel on more stretches

  45. Indian Outdoor Survey(IOS) Unlocking the potential of Outdoor

  46. Enhance Operational Efficiencies • The Planner/ Buyer • What are the different options available in the market? • How do I speed up the cumbersome site selection process? • Advertiser • Can I eliminate the recce? • Is my agency delivering high quality and cost effective outdoor campaigns?

  47. Maximising Opportunities • The Media Owner/ Contractor • How do I add value to my sites to beat competition? • How do I decrease the number of vacant sites? • Where should I put up new sites?

  48. The IOS potential • Market-planning of Inventory • Site recommendation for incremental reach vs added OTS based on campaign objectives • Be in a position to offer competitive CPTs vs competition • Package sites to offer a value proposition to the advertiser/agency • Opportunity areas • Nearly 200 IOS Stretches in Mumbai have BQS but no hoardings • Over 400 stretches, of 960, have no hoardings at all