New Rate Card from OOH Media

December 12, 2008
Aarti Chhabra, New Delhi

www.allaboutoutdoor.com
-------------------------------------------------------------------------

 

In a path breaking development, OOH Media has launched its scientific and research based rate card equipped with attractive innovative packages to woo advertisers. The new rate card is based on the ‘Inverse Media Pyramid’ which means higher the target group on the income pyramid, the more difficult it is to reach him/her. The new rate card is an evolved form of a master panning tool which is based on client’s media buying habits, prevailing rates and insights derived from OOH Metrics. As a part of the new package, the new rate card enables to buy by four different segments which include- Audience/Target Group, Markets, Cluster and Locations.

Raghu Venkatraman, VP- Media Strategy, OOH Media says, “OOH Metrics has played a pivotal role in developing this rate card. With Nielsen in the foreground of the research, the results are well aligned to the current industry findings.”

Niloufer Dundh, CSO, OOH Media added here, “With OOH Metrics now in play, the rate card is more scientific and is a consolidated tool offering OOH Media in a packaged and logical way. The client can even buy using cross-packages i.e. buy only the corporate cluster in the Delhi market. The caveat here is economies of scale i.e. more the volume, cheaper the media.”

The rate card lends an impetus to hi-end brands to reach to SEC A, A+ audiences. For example, if the advertiser wants to buy by target group, he can choose from the various ‘Audience Packages’ (AP) of Influencers, Women, Youth, CWE (Chief Wage Earners), Premium and Super Premium. These profits have been formed from derived from insights using OOH Metrics, which helps the client plan for this medium in a sharp and focused manner.

Rate card enables clients to buy by ‘Markets’ wherein the entire gamut of locations where OOH Media has presence can be bought for the Target Market City. OOH Media has currently over 5000 screens across 22 cities and the advertisers can pick up all these locations.

The rate card also gives the clients the choice to buy by ‘Clusters’. With Bollywood getting into aggressive marketing campaigns, can choose to be in the clusters of only Multiplexes and Restaurants. Also, a health drink brand can choose to pick up only Gyms as a cluster, whereas a newly launched soap can choose to advertise across only all malls across India.

Also, the advertisers who want to advertise local can choose to advertise only in specific ‘Locations’ in the target city. For example an apparel brand outlet located in the Andheri area in Mumbai can choose to advertise in the vicinity residential buildings or multiplexes of that area to drive audiences and create awareness.

OOH Media is India’s largest out-of-home television company. OOH Media currently has over 5000 screens across 22 cities including all metros, mini-metros and tier-II towns of Chandigarh, Amritsar, Ludhiana, Panjim, Nasik etc in locations like Malls, Multiplexes, Corporate Parks, ITES, BPOs Gyms, Bookstores, Lifestyle stores, Restaurants etc.