Indiantelevision.com Team

(8 October 2008 6:30 pm)

MUMBAI: People aged between 25-44 are most likely to come across the OOH (out-of-home) network. Higher SEC audiences, averaging over 40 per cent, are also conspicuously present.

These are some of the key findings of OOH Metrics, a digital OOH media research conducted by OOH Media in partnership with Nielsen Company.

The research was conducted in six key markets - Mumbai, Delhi, Chennai, Bangalore, Pune and Hyderabad - and had a sample size of 14574 in 175 locations.

The study comprises insights from consumer behaviour of people in different networks of work, shop, play and understanding their response towards OOH screen to gauge screen/ad recall.

Other key findings from the research are :

• Average weekly reach of OOH network in Mumbai, Delhi, Bangalore and Pune is 540600
• 90 per cent of the audience across Mumbai, Delhi, Bangalore, Pune, Chennai and Hyderabad recalled the OOH screen
• 90 per cent of the audience surveyed recalled any advertisements being played on the OOH screen
• Average presence of SEC A audiences in all the six locations is above 60 per cent
• On an average an employee moves in and out of the OOH work locations at least four 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.

OOH Media VP media strategy Raghu Venkatraman said, “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.”

Though Nielsen 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.

The Nielsen Company associate director media and entertainment team Palal Bhattacharjee said, "Digital OOH offers a distinct dynamism that is fresh and evolving. It targets audiences who have the time and 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."