Average Weekly Reach of OOH Network in Mumbai, Delhi, Bangalore and Pune is 54.6 Lakhs and 90% of the audience across Mumbai, Delhi, Bangalore, Pune, Chennai & Hyderabad recalled the OOH screen . These facts about Out of Home Media came to light on Wednesday when Out-of-Home Media (India) Pvt. Ltd and The Nielsen Company presented the OOH Metrics – the first ever large scale research on Digital Out-of- Home TV media in India.
According to the OOH Metrics findings, 90% of the audience surveyed recalled any Ad being played on the OOH screen and average presence of SEC A Audiences in all the six locations is above 60% . The Research was conducted across 6 key cities across India in 175 locations in the 3 location-verticals of OOH Media where their screens are present. On an average an employee moves in & out of the OOH work locations at least 4 times a day. Therefore, on an average per day opportunity to interact with OOH Media screens is 7 to 8 minutes depending on the vertical space across each city.
Palal Bhattacharjee, Associate Director, Media & Entertainment Team, The Nielsen Company says: “Digital OOH offers a distinct dynamism that is fresh & evolving. It targets audiences who have the time & more importantly, the inclination to engage with digital advertising content. This kind of initiative on the consumer’s part brings with it a competitive advantage for this medium, not easily replicable by traditional media.”
With changes in the social trends, consumer lifestyle and media fragmentation, OOH TV has emerged as the medium of the future. This medium communicates to the Indian consumers in novel out-of-home locations where they have started spending a considerable chunk of their personal / work time in a non-intrusive way. In a nutshell, this medium reaches out at various touchpoints in the 24-hour media cycle or in a day in the life of the consumer. And while the OOH TV Media industry has grown considerably within a span of 2 years in terms of business, there was a conspicuous lacuna to measure reach of the medium as well as profile of the audience.
Though Nielsen (the global leader of research) conducted independent brand-specific research for clients by way of Campaign Evaluation Studies for OOH Media, there was a need felt for an exhaustive study tool. Says Mr Raghu Venkatraman, VP- Media Strategy, OOH Media “OOH Metrics is a critical step forward in ensuring the growth of the Digital Out-Of-Home Medium. The efficacy of the medium is being continuously tested and proven via the Campaign Evaluation Studies but getting data on quality as well as quantity of audiences reached by us was a long felt need. With this research the attraction of Digital Out-Of- Home would only grow.” Thus the association of OOH Media and Nielsen led to the initiation of the first ever National Level Research on Digital OOH Medium. OOH METRICS is posed to be the research touchstone for OOH TV media