OOH Media: Showcasing FMCGs
www.network2media.com- April 12, 2010
Mumbai
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Based on some 15 studies in the FMCG category, OOH Media has concluded that high screen visibility contributes significantly toward FMCG brand building and recall, campaign awareness and product launches. The OOH screens essentially serve as frequency builders but it also gives greater reach in case of tech parks. Higher the audience profiling, higher will be the reach, the studies denote. Read on for more details. Read on for more:

Confectionary Brand Ad Campaign – CES

Background

A confectionary brand had advertised with OOH Media for a period of 2 weeks
The creative executions used on OOH Media screens and other media were the same (20 seconds Duration)
Flexicasting was done for the campaign
– Kannada – Bangalore
– Hindi – Delhi
The creatives tested were for Cakes and Cream

The campaign was carried out across the Leisure and In Store locations in Bangalore, Chennai, Hyderabad, Delhi, Mumbai and Pune


Ad Recall (Unaided ? TOM + Spontaneous) OOH Media

 
 

Ad Recall (Aided) OOH Media




The confectionary brand had an average of more than 50% Aided recall and a total of 100%
(Aided + Unaided) Recall

 

Recall of Confectionary Brand Ad through Other Mediums

At an Overall, 74% audience do not recall seeing the Confectionary brand Ad on other mediums

 

FMCG Brand (Home Care Product) – CES

Background

FMCG Brand had advertised with OOH Media for a period of two weeks
The creative execution was adapted to OOH Media screens

The campaign was carried out across Micro Markets (Residential buildings and Supermarkets) in Gurgaon, West/South Mumbai



FMCG Brand Ad Recall (Unaided – TOM + Spontaneous) OOH Media

32% audience at an unaided level recalled the FMCG Brand Ad.


FMCG Brand Ad Recall (Aided) OOH Media

100% recall for the FMCG Brand ad.

Recall of the FMCG Brand Ad through other Medium

61 % people recalled seeing the FMCG Brand Ad on other medium

FMCG (Personal Care Product) – CES

Background

Personal Care Brand had advertised with OOH Media for the product campaign

The creative executions used on OOH Media screens were same as TV Commercial (20 second Duration)

The campaign was carried out across BPO/ITES buildings, Gymnasiums and Multiplexes in Bangalore, Chennai, Delhi and Mumbai