OOH Media unveils new media planning package to target specific audiences

Jun 25, 08, Exchange4media
Pallavi Goorha



Out of Home (OOH) Media has launched a new media planning package – OOHAP (OOH Audience Profile) – that aims to make it simpler for the advertiser / media planner to choose his locations where he wants to advertise on OOH Media screens.

OOH Media has a network of over 5,000 screens in 23 cities in over 900 locations such as malls, multiplexes, lifestyle stores, in-store, commercial buildings, bookstores, gyms, residential colonies, cafes, etc.

Each of these locations has a specific type of TG visiting them, which could also be termed as the ‘Out-of-Home Habits’ of the TG. Based on these OOH habits, OOH Media has chosen all locations from their network that are relevant to the TG and created special packages for different advertiser categories.

All multiplexes, cafes, gyms, etc., where OOH Media is present, have been clustered into the ‘OOH Youth’ package. All important details like cities, number of screens in each location, total exposures, footfalls, etc., that are relevant to the advertiser, are pre-defined in this package.

Now, advertisers who want to target the youth can avail of the OOH Youth Package and pick the locations of his choice or use Flexicast with the OOH Youth Package. He need not advertise in all OOH youth locations, thus maximising his advertising monies.

Niloufer Dundh, Chief Sales Officer, OOH Media (India) Pvt Ltd, explained, “The package is a result of the way clients have bought this medium in the last one year. All clients brief their agencies based on a specific TG they want to reach. Thus, we have based our packages on TG rather than locations.”

She further said that the Audience profiling had been done based on the location-based research by Nielsen over a period of time.

Dundh added, “This is a revolutionary initiative that will make media buying and planning for OOH TV not just client-friendly (simple to understand and maximum value for advertising monies), but will also be integral as and when the industry grows. This tool will bring in a logical method to the way the OOH TV is planned for.”
Some other OOHAP packages include OOH Me & Mum, OOH Influencer, OOH HSM (Hindi Speaking Markets), OOH HFA (Hi High Footfalls Area), OOH Movie-goers, and OOH Women.