Effectiveness of Out of Home Advertising in Niche Market

8/8/2019 Effectiveness of Out of Home Advertising in Niche Market

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Name: Manish KishoreName: Manish Kishore

Roll Number: 092516052Roll Number: 092516052

Project Guide: Mr.Nawaz AhmedProject Guide: Mr.Nawaz Ahmed

M.B.A in Media and EntertainmentM.B.A in Media and Entertainment

Manipal UniversityManipal University


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OBJECTIVESOBJECTIVES

Research for understanding the effectiveness ofOOHResearch for understanding the effectiveness ofOOH

in niche market.in niche market.

ToTo find out the actual reach within the core T.G (nichefind out the actual reach within the core T.G (niche

audience), to understand the gap between exposure andaudience), to understand the gap between exposure andattention divideattention divide..

StudyStudy the possibilitythe possibility of acceptance ofof acceptance ofOut OfHomeOut OfHome

advertising in personaladvertising in personal celebrations.celebrations.


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The research design chosen for the study is a mix ofThe research design chosen for the study is a mix ofQualitative andQualitative and Quantitative research.Quantitative research.

Data Collection Instruments:Data Collection Instruments:

QualitativeQualitative method: In depthmethod: In depth interviews.interviews.

QuantitativeQuantitative method:method:Surveys,Surveys, questionnaires, Internet.questionnaires, Internet.

Sample SizeSample Size: 200(Quantitative): 200(Quantitative)

Study Location:Study Location: Chennai and BangaloreChennai and BangaloreTarget Group:Target Group: 18 years and above18 years and above

METHODOLOGYMETHODOLOGY


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Quantitative Data AnalysisQuantitative Data Analysis


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58%

32%

5%

2% 3%

18 - 24 Years

25 - 31 Years

32 - 38 Years

39 - 45 Years

46 Years & above

55%

45%

Male

Female

Age MixAge Mix Gender MixGender Mix


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32%

61%

7%

Weekly

Bimonthly

Almost Daily

49%

18%

33%Often

Very Often

Rarely

Frequency of respondents

Frequency of respondentsvisitingvisiting lounge bars orlounge bars or

malls (Expensive),malls (Expensive), etc.etc.

Frequency of respondentsFrequency of respondentsvisiting Airport.visiting Airport.


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93%

7%

Yes

No

Percentage of respondentsPercentage of respondents

who have noticedwho have noticedadvertisements and OOHadvertisements and OOH

screens (LCD) inscreens (LCD) in

malls, lounges, etc.malls, lounges, etc.

89%

11%

Yes

No

Percentage ofPercentage of

respondents who haverespondents who havenoticed advertisementsnoticed advertisements

in and around airport.in and around airport.


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23%

50%

27%

2

ore than 2

Less than 2

Number of adsNumber of ads

respondents could recallrespondents could recallwhich they noticed in mallswhich they noticed in malls

or lounges.or lounges.

25%

32%

43%

Yes

No

Sometimes

ercentage of respondentsercentage of respondents

moti ated / not moti ated tomoti ated / not moti ated topurchase the productspurchase the products

ad ertised in airports orad ertised in airports or

malls or lounges.malls or lounges.


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28%

72% Yes

No

37%

63%

Yes, it does

No, it does not


for whom advertisementfor whom advertisementinside aninside an expensive bar orexpensive bar or

pubpub makes a difference.makes a difference.


for whom advertisement infor whom advertisement inmalls or airport led tomalls or airport led to

purchase.purchase.


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51%

18%

31%

Yes, if it will benefit me financially

No, not at all

ay be

Would you allow advertisements at your personalWould you allow advertisements at your personal

celebrations if it will benefit you financially?celebrations if it will benefit you financially?


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Qualitative Data AnalysisQualitative Data Analysis


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Future ofOut OfHome Advertising?Future ofOut OfHome Advertising?

OutOut--ofof--home advertising is the futurehome advertising is the future

FarhanFarhan, Copywriter, JWT, Copywriter, JWT

The future is very bright. Innovations in OOH advertising will drive theThe future is very bright. Innovations in OOH advertising will drive thebusiness.business.

NachiketNachiket SantSant, Brand Partner, Rediffusion Y&R, Brand Partner, Rediffusion Y&R


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How do you see the emphasis on SEC A(Niche)How do you see the emphasis on SEC A(Niche)

marketing through Out OfHome Advertising?marketing through Out OfHome Advertising?

OOH is all about being present at the right place at the right time.OOH is all about being present at the right place at the right time.

So, even if its SEC A orD, if you are seen around youll be spokenSo, even if its SEC A orD, if you are seen around youll be spoken

about.about.


OOH will stop talking to niche consumer bases as internet canOOH will stop talking to niche consumer bases as internet canprovide better effectiveness.provide better effectiveness.

SudarshanSudarshan, Account Planner, JWT, Account Planner, JWT


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These are the places where people throng in large numbers. So yourThese are the places where people throng in large numbers. So your

advertisings going to be noticed big time.advertisings going to be noticed big time.

FarhanFarhan, Copywriter, JWT, Copywriter, JWT

In the above mentioned places the time spent on OOH is much moreIn the above mentioned places the time spent on OOH is much more

than any other. Hence, the impact of the creative makes a difference.than any other. Hence, the impact of the creative makes a difference.


How do you scale the effectiveness ofOut OfHomeHow do you scale the effectiveness ofOut OfHome

advertising in places like Malls (Expensive), Loungeadvertising in places like Malls (Expensive), LoungeBars, Airport?Bars, Airport?


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What is the difficulties you face in this medium ofWhat is the difficulties you face in this medium of

advertising?advertising?

Brands lacking strategic rigourBrands lacking strategic rigour


The time spent by the consumer or the attention span is very less.The time spent by the consumer or the attention span is very less.

Also, the audience is not captive. So, OOH can be termed only as aAlso, the audience is not captive. So, OOH can be termed only as a

reminder medium.reminder medium.



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What is your take on advertising in personal space?What is your take on advertising in personal space?

Thats the only way we can get to consumers in the future as theThats the only way we can get to consumers in the future as the

interruption of ads comes into sharp criticism.interruption of ads comes into sharp criticism.


As long as the target audience is not annoyed with the advertising, itAs long as the target audience is not annoyed with the advertising, it

works well.works well.FarhanFarhan, Copywriter, JWT, Copywriter, JWT


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The measure of effectiveness of the ads placed in upscale locations is notThe measure of effectiveness of the ads placed in upscale locations is not

very high but it does make a difference depending on the placement of thevery high but it does make a difference depending on the placement of the

brand in the market.brand in the market.

IfOOH is considered only as a reminder medium then the effectiveness ofIfOOH is considered only as a reminder medium then the effectiveness of

this medium is very high.this medium is very high.

The brand recall is high but depends on the frequency of the visits to theThe brand recall is high but depends on the frequency of the visits to the

location and time spent at the location.location and time spent at the location.

The placement of ads in upscale locations makes a difference to a majorityThe placement of ads in upscale locations makes a difference to a majority

of people but it doesnt necessarily have to motivate or be the major reasonof people but it doesnt necessarily have to motivate or be the major reason

for the purchase of the product.for the purchase of the product.

KEY FINDINGSKEY FINDINGS


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Entering into personal space of an individual is not easy but if benefitedEntering into personal space of an individual is not easy but if benefited

financially majority of the people agree with the concept.financially majority of the people agree with the concept.

OOH at personal celebrations can be a possibility if the concept is put acrossOOH at personal celebrations can be a possibility if the concept is put across

in a manner that it is a style statement or a status quo to be part of thisin a manner that it is a style statement or a status quo to be part of this

concept.concept.

People who are very emotional about their personal celebrations will notPeople who are very emotional about their personal celebrations will not

accept this concept of advertising in personal celebrations.accept this concept of advertising in personal celebrations.

It is clear that majority of the people who gets motivated to buy a productIt is clear that majority of the people who gets motivated to buy a product

because of its presence in an upscale market has accepted the idea ofbecause of its presence in an upscale market has accepted the idea of

advertising in their personal celebrations. i.e. brand conscious people.advertising in their personal celebrations. i.e. brand conscious people.


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CONCLUSIONCONCLUSION

OOH has a good reach among the core T.G (target group) since the gapOOH has a good reach among the core T.G (target group) since the gap

between exposure and attention divide is less.between exposure and attention divide is less.

OOH ads are very effective in terms of a reminder medium, the measure ofOOH ads are very effective in terms of a reminder medium, the measure of

effectiveness of the ads placed in upscale locations is not very high but iteffectiveness of the ads placed in upscale locations is not very high but itdoes make a difference depending on the placement of the brand.does make a difference depending on the placement of the brand.

OOH at personal celebrations can be a possibility if it will benefit themOOH at personal celebrations can be a possibility if it will benefit them

financially and if the concept is put across in a manner that it is a stylefinancially and if the concept is put across in a manner that it is a style

statement or a status quotient to be part of this concept.statement or a status quotient to be part of this concept.


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RECOMENDATIONSRECOMENDATIONS

I recommend,I recommend,

that OOH should be given more recognition in a media mix as itthat OOH should be given more recognition in a media mix as it

provides a strong brand recall.provides a strong brand recall.

OOH needs to have a measuring standard to prove its dominanceOOH needs to have a measuring standard to prove its dominanceover other established media vehicles.over other established media vehicles.

OOH should explore other possible dimensions like personal space.OOH should explore other possible dimensions like personal space.


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Effectiveness of Out of Home Advertising in Niche Market

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