Advertisers and media agencies demand certain metrics and measurement data for advertising in a nascent industry such as digital out of home screens.
Out of Home Media India has taken the initiative by joining hands with The Nielsen Company to announce ‘OOH Metrics’.
OOH screens communicate to the consumers in out of home locations, where people have started spending a considerable chunk of their personal and working time, in a non-intrusive way. It reaches out at various touch points. To bridge the gap of metrics, OOH Media decided to launch OOH Metrics.
The study spans the six key markets of Mumbai, Delhi, Chennai, Bengaluru, Pune and Hyderabad with a sample size of 14,574 people in 175 locations. It profiles the likely audience and substantiates reach figures.
Discussing the research and the need for it, Ishan Raina, chief executive officer, OOH Media, says, “We have been working on this research for close to a year. We feel it is critical for a bigger pie. There’s no doubt that this industry will do well, but we want to make it do well faster. We are highly committed to this industry.”
The research was conducted across the three location verticals where OOH Media has its screens. These are OOH Work (commercial properties, BPO/ITES, SME), OOH Shop (lifestyle stores, malls and supermarkets), OOH Play (multiplexes, gyms, restaurants and bookstores).
The study comprises of audience profiling of consumers visiting the location, insights from consumer behaviour of audience in different networks and insights and understanding of audience response towards OOH screens to gauge screen/ad recall.
The research also revealed that the average presence of the SEC A audience in all locations is more than 60 per cent and that on an average, an employee moves in and out of the OOH Work locations at least four times a day. Therefore, on an average, the opportunity to interact with OOH Media screens per day is seven to eight minutes, depending on the vertical space across each city.
The Work network also revealed the frequency of visiting the location, ratio of tenants and visitors, waiting time near the lift and the restaurants normally visited for meals/snacks.
In-store and leisure networks revealed details about the decision maker/influencer in purchases, especially for FMCG and electronic items, the purpose/frequency of visiting the location, the preferred sections of locations visited and time spent in each, and shop locations similar to OOH locations visited.