India's OOH Media aims for 30,000 screens
Sustaining its aggressive expansion spree, India’s OOH Media has set a target of 30,000 screens by 2010.
CEO Ishan Raina told SCREENS.tv that out of the total of 6000-6500 live screens existing in the Indian out-of-home TV industry today, 3800 screens belong to his company and another 1000 would be installed in the next 30 days. Raina estimates that the remainder of the screens in India come from five to seven key players in the market.
Created in November 2006, OOH Media has strategic partners including China’s digital-signage giant Focus Media Holding and private-equity group 3i. It operates a three-pronged network with business, in-store and leisure elements (pictured is an in-store display at a Crossword bookshop).
“Our partners include Shopper’s Stop, Globus, Peninsula, DLF, Magarpatta City, Café Mocha, Cinemax, Inorbit, L&T Infotech, WNS, [and] Westside,” said Raina, who also still serves as chairman of MPG India (Havas Media) and Connecturf, an online-media company.
“We have an array of over 70 clients who have tried our media in last six months, from categories ranging across FMCG, auto, telecom, financial services and other sectors,” added Raina.
Audience research
OOH Media and Nielsen Media Research have recently conducted research to understand screen recall and advertising recall in the out-of-home environment. According to OOH Media, so far 20 ad studies have been completed across various categories, and eight more are in the pipeline.
“We have conducted client-focused research for the following categories: media, travel, personal care, automaker, insurance, fuel, chocolate, snack, news channel, mutual funds and apparel,” said a company spokesperson.
The research found an 87 percent average visibility for OOH Media’s screens. Where there were multiple screens within a location, respondents typically noticed more than two screens. They were also able to recall and identify screen locations within office buildings and stores cluttered with other advertising media.
The research, conducted in cities such as Bangalore, Delhi and Mumbai, also showed that on average 72 percent of the audience visiting OOH Media locations are from socioeconomic class A.
On average, 76 percent of the respondents were able to recall advertising that they had seen on OOH Media screens, and there was high recall of creative elements. Research conducted for a snack client showed that 49 percent of the respondents were able to recall the correct slogan. A second round of research conducted for the same client showed that 97 percent of the respondents were able to recall the correct slogan.
On-screen advertising also appears to be more noticeable than that in some other media. Research conducted for an insurance client and for a mutual-fund client indicated that 40 percent and 60 percent of the socioeconomic class A respondents, respectively, hadn’t seen ads being run by the clients in other media.
www.oohindia.com
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