OOH Metrics: 90 % recall digital screen ads

Thursday - Oct 09, 2008
Televisionpoint.com Correspondent | Mumbai

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Out-of-Home Media (India) and The Nielsen Company have launched OOH Metrics, a research on digital OOH media in India. The study spanned six key markets of Mumbai, Delhi, Chennai, Bangalore, Pune and Hyderabad with a sample size of 14,574 in 175 locations.

According to the findings of the survey, as much as 90 per cent of people who come across outdoor digital screens, recall the advertisements being played on them. About 70 per cent of those who come across such screens were in the 20-34 age group.

The survey was to measure the audience size, advertising reach and brand recall from the OOH medium, the lack of which now makes the efficiency of advertising expenditure through this medium difficult to gauge. However, the findings of the survey cannot be recognized as industry metrics since it was not a combined effort of all the competitive players in the segment.

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

With changes in the social trends, consumer lifestyle and media fragmentation, OOH TV has emerged as the medium of the future. The medium reaches out at various touch points in the 24-hour media cycle or in a day in the life of the consumer.

Raghu Venkatraman, vice-president, media strategy, OOH Media, says, "OOH Metrics is a critical step forward in ensuring the growth of the digital OOH 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."

Out-of-Home Media is among the several companies that use flat-panel television screens in high-traffic areas such as malls, airports, railway stations and traffic junctions to play advertisements.