SlideShare una empresa de Scribd logo
1 de 4
Descargar para leer sin conexión
F U TU RE OF OOH MEDIA
                       Reaching the moving world




                                   By
                            Jagruti K Saxena
                        MICA, PGPCMX 2009-2010
                          (jagruti_cmx2@micamail.in)




Future of OOH 
                                        1
A Snapshot:
With the advancement of media, technology, immense changes in lifestyle, the future of OOH (Out
Of Home) is brighter than ever. The life of a regular SEC A consumer comprises of him getting up,
reading the newspaper while having breakfast, rushing off to work, being at work most of the day,
getting back to his family, and then going to bed. He spends an average of 16 waking hours out of
his home.
A study conducted by the IMRB, as compared to 2003 the amount of time that television was
viewed went down by about 30 minutes in 2007. Print saw a drop of 10 minutes in the same pe-
riod. All these factors add up in favour of the OOH Industry as the consumer spends most of his
time outside and this could be well utilised.




Tapping a new segment of prime time...

Earlier, prime time was defined close to 8pm, when the consumer got back from work and
watched television. The consumer is very busy and has a short attention span while he is on the
move. So it is imperative to capture him in the interim period. This interim period could be while
he's waiting for the elevator, waiting at the cash counter, at point of sale locations, or even inside
toilets in malls. This is when the consumer isn't doing anything in particular and is most receptive
to messages "The improved lifestyle to the consumer has given birth to the LCD".

 
Who’s on the target?   

As an OOH media provider, one needs to recognise the audience that will consume the material,
and what sort of material he will consume. In the television space the afternoon time slot is mostly
watched by women, so the viewership is skewed towards women. In the OOH space, both men
and women are equal receptors.

OOH compliments television because it is viewed as top-up medium to television by advertisers.

OOH media is more diverse and changing more rapidly than any other media channel, with a vast
array of display formats, in a variety of places and situations. There are constant developments and
technology advances which create new possibilities to communicate with audiences outside of the
home.




Future of OOH 
                                                                                     2
Milestones towards successful OOH Future:

   Cost - OOH media will continue to be of greater importance to more brands, as a cost
effective mass communicator and a gateway for new media to engage and influence consumers

  Greater Understanding - Needs greater understanding to be used effectively with the best
return on investment. OOH media stands alone without editorial involvement, as pure advertising,
so dedicated solutions are needed to identify audiences and influence them with advertising
messages

  Look for Opportunities - This dynamic situation challenges brands, agencies and media
operators, and creates a need and desire for the industry to learn and share information and to
harness the opportunities which present themselves

  Innovation - New ideas and business models emerge to drive economic revitalization. Digital
out-of-home media stands to be a steward of such growth

The current economic times are forcing media companies to reexamine their spending practices.
Ultimately, as media buyers and planners delve deeper into what’s working and that which is not,
they can no longer ignore the true benefits and measurability of digital out-of-home media.




OOH Future is bright with:

 Advances in various technologies
 New and exciting ways to use OOH Media
 Increased effectiveness, greater impact and higher engagement with audiences
 Demonstrate successful, real world campaigns

Clutter in advertising, the need to be present at every touch-point, the relevance of OOH in local
advertising and rural advertising have suddenly brought OOH to the attention of all brand market-
ers. Innovativeness, flexibility, impact and coverage that OOH can achieve are the feathers in cap of
OOH media over other non-traditional medium.

Before OOH becomes a well recognized industry challenges such as lack of syndicated study or
ROI models in OOH, other non-traditional media competing for attention of planners, government
regulations in India need to be properly addressed.




Future of OOH 
                                                                                   3
Opportunities:

  Looking at particular types of OOH media in various markets, and how each are measured
  Positioning OOH Media in the sense of Ad Revenue
  More cost effective ways of measuring OOH media
  Using OOH audience research data to assist in planning campaigns
  Latest case studies (such as digital screen networks)

OOH as estimated by PWC is expected to become Rs 2,000 cr industry by 2010. Though the part
of media-spend in OOH is only 6% for now the industry has shown promising growth. The indus-
try structure as for now is fragmented and less organized.

All in all, it’s a ripe time for bringing in innovation in this media sector. As the new media emerges
as the leader in advertising and promotions, OOH media can complement the communication
strategy by showcasing innovative and creative outdoor advertising - reaching out to the world on
the move!




Future of OOH 
                                                                                      4

Más contenido relacionado

Destacado

PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsKurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summarySpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best PracticesVit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project managementMindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at WorkGetSmarter
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...DevGAMM Conference
 
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationBarbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationErica Santiago
 

Destacado (20)

PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
 
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike RoutesMore than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
 
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationBarbie - Brand Strategy Presentation
Barbie - Brand Strategy Presentation
 

Future of OOH Media

  • 1. F U TU RE OF OOH MEDIA Reaching the moving world By Jagruti K Saxena MICA, PGPCMX 2009-2010 (jagruti_cmx2@micamail.in) Future of OOH 1
  • 2. A Snapshot: With the advancement of media, technology, immense changes in lifestyle, the future of OOH (Out Of Home) is brighter than ever. The life of a regular SEC A consumer comprises of him getting up, reading the newspaper while having breakfast, rushing off to work, being at work most of the day, getting back to his family, and then going to bed. He spends an average of 16 waking hours out of his home. A study conducted by the IMRB, as compared to 2003 the amount of time that television was viewed went down by about 30 minutes in 2007. Print saw a drop of 10 minutes in the same pe- riod. All these factors add up in favour of the OOH Industry as the consumer spends most of his time outside and this could be well utilised. Tapping a new segment of prime time... Earlier, prime time was defined close to 8pm, when the consumer got back from work and watched television. The consumer is very busy and has a short attention span while he is on the move. So it is imperative to capture him in the interim period. This interim period could be while he's waiting for the elevator, waiting at the cash counter, at point of sale locations, or even inside toilets in malls. This is when the consumer isn't doing anything in particular and is most receptive to messages "The improved lifestyle to the consumer has given birth to the LCD".   Who’s on the target?    As an OOH media provider, one needs to recognise the audience that will consume the material, and what sort of material he will consume. In the television space the afternoon time slot is mostly watched by women, so the viewership is skewed towards women. In the OOH space, both men and women are equal receptors. OOH compliments television because it is viewed as top-up medium to television by advertisers. OOH media is more diverse and changing more rapidly than any other media channel, with a vast array of display formats, in a variety of places and situations. There are constant developments and technology advances which create new possibilities to communicate with audiences outside of the home. Future of OOH 2
  • 3. Milestones towards successful OOH Future: Cost - OOH media will continue to be of greater importance to more brands, as a cost effective mass communicator and a gateway for new media to engage and influence consumers Greater Understanding - Needs greater understanding to be used effectively with the best return on investment. OOH media stands alone without editorial involvement, as pure advertising, so dedicated solutions are needed to identify audiences and influence them with advertising messages Look for Opportunities - This dynamic situation challenges brands, agencies and media operators, and creates a need and desire for the industry to learn and share information and to harness the opportunities which present themselves Innovation - New ideas and business models emerge to drive economic revitalization. Digital out-of-home media stands to be a steward of such growth The current economic times are forcing media companies to reexamine their spending practices. Ultimately, as media buyers and planners delve deeper into what’s working and that which is not, they can no longer ignore the true benefits and measurability of digital out-of-home media. OOH Future is bright with: Advances in various technologies New and exciting ways to use OOH Media Increased effectiveness, greater impact and higher engagement with audiences Demonstrate successful, real world campaigns Clutter in advertising, the need to be present at every touch-point, the relevance of OOH in local advertising and rural advertising have suddenly brought OOH to the attention of all brand market- ers. Innovativeness, flexibility, impact and coverage that OOH can achieve are the feathers in cap of OOH media over other non-traditional medium. Before OOH becomes a well recognized industry challenges such as lack of syndicated study or ROI models in OOH, other non-traditional media competing for attention of planners, government regulations in India need to be properly addressed. Future of OOH 3
  • 4. Opportunities: Looking at particular types of OOH media in various markets, and how each are measured Positioning OOH Media in the sense of Ad Revenue More cost effective ways of measuring OOH media Using OOH audience research data to assist in planning campaigns Latest case studies (such as digital screen networks) OOH as estimated by PWC is expected to become Rs 2,000 cr industry by 2010. Though the part of media-spend in OOH is only 6% for now the industry has shown promising growth. The indus- try structure as for now is fragmented and less organized. All in all, it’s a ripe time for bringing in innovation in this media sector. As the new media emerges as the leader in advertising and promotions, OOH media can complement the communication strategy by showcasing innovative and creative outdoor advertising - reaching out to the world on the move! Future of OOH 4