4. DELHI MUMBAI PUNE AHMEDABAD CHENNAI BANGALORE
HYDERABAD KOLKATA
Account Management Design
Media Planning
Execution
Procurement
Ambient Management Monitoring
8 offices 28 States 593 Districts
4119 Assemblies
5. new to the family:
In the past year
these new clients
Future Generali Insurance, Future Group, Anchor, ZEE TV, have been most
impressed with the
HDFC Bank, Bombay Dyeing, Himalayan Water, Tata Housing, way we approach
their business:
SBI Mutual Fund, Arrow, Urbana, Lenovo, Crossword, Shriram
Properties, Ottera Hotel, Tafe access (Skoda Laura & Fabia),
Zinzi, Tansihq, Trent Ltd, Zee News Ltd, Akash Bangla, Regus,
Senco Gold, Home Solution Retail Ltd, Lafarge Cements,
Marico Ltd, Major Brands, Sony, Century Plywoods Ltd, InBev,
Karnataka Government, American Dry Fruits
6. old friends:
USL, Bacardi, Nestle, Maruti, Diageo, Pernod Ricard,
Castrol, Colgate Palmolive, Greenply Industries Ltd, We have an extensive
current client list covering
MetLife, Dishnet Wireless Ltd, Hoffmen Fashions, most market sectors.
Berger Paints, ING Vysya Life Insurance, Tata Motors,
VIP industries, Voltas Ltd, Kotak Life Insurance, Indian Oil
Corporation, Lifestyle International, Mahindra and
Mahindra, Pidilite Industries, Tiger Beer, Deccan Chronicle,
Cholamandalam
8. A clo ser look at
OOH
the changing role
of outdoor
9. EXPONENTIAL
BUILD FREQUENCY
GROWTH
BUILD REACH
Today its all about
short burst.
travel patterns +
Shorter Periods environments
therefore
Leverage
of taking
MANY sites. Newer (outdoor)
3-4 sites
Mega Sizes Opportunities
Annual Booking
Campaign becomes
well -spread
1900’ 2000’s 2010 TOMORROW TIME
s
Outdoor Modal
was called Outdoor is Audience
a REACHING
REMINDER your
MEDIUM
message multiple choices +
lesser mind-space
HAPPENING
HAPPENED
THIS
THIS IS
SOCIETAL CHANGE
10. EXPONENTIAL
BUILD FREQUENCY
GROWTH
BUILD REACH
Today its all about
short burst.
travel patterns +
Shorter Periods environments
therefore
Leverage
of taking
MANY sites. Newer (outdoor)
3-4 sites
Mega Sizes Opportunities
Annual Booking
Campaign becomes
well -spread
QUALITY
1900’ 2000’s 2010 TOMORROW
s
ENGAGEMENT
Outdoor Modal
was called Outdoor is Audience
a REACHING
REMINDER your
MEDIUM
message multiple choices +
lesser mind-space
HAPPENING
HAPPENED
THIS
THIS IS
SOCIETAL CHANGE
11. Value driven planning
Engagement Competitive
planning rates
Long standing Vendor Relation
Honest & Experienced Buying Team
Reputation of Excellent Pay Master
12. Our approach: contact planning – 4Cs
Our planning is a step-up process up to 4 levels.
The levels we focus on are dependant to the objective and budget
C REATIVE
COUNTER
C
Creating Relevance
APTIVE Word Of Mouth
Low Reach
C OVER
Non-roadside
Immediate Action
High Engagement
High PR
Engaging
CPM
High dwell time
Well spread
Medium Reach
Large Format
High Recall
Roadside Media
High SOV
Low Recall
Level of Engagement
13. We don’t believe in ‘one size fits all’ solutions
We invested
We told the market we believed in the potential of the
outdoor format.
We told the industry it was time to invest and improve.
So we invested:*
•In tools. (TGI, GIS, NRS)
•In research. (Site Surveys, traffic data)
•In measurement. (IOS)
•In accountability .(Verizy)
•Developed our 4C strategic planning approach
14. Improvement not only
in cost-savings, but
also in processes,
planning,
transparency, and
And that’s what accountability.
we stand for...
We stand for things
Improvement. that are not considered
the norm in the outdoor
business and through
that we build brand
equity and client
trust.
IOS Pro’ Visualzer Verizy India’s 1st GIS based software
15. an overview of
our tools
TGI NRS IOS Pro’ Visualizer Gallop Math
Verizy
16. Enables us to develop more
efficient OOH strategies to
communicate with predefined
Globally accepted media
tool. Measures purchasing audiences.
habits, media exposure.
Describes as accurately as
possible the characteristics
of
target groups of consumers.
By overlaying data and insights
we can build a better picture of
who we are talking to and where
we should communicate.
Who Where On What
17. TGI in Practice:
We use TGI to analyse your
Behavioural insights for
audiences travel preferences.
effective media plans
We also look at which OOH formats
they are most likely to notice.
Bus shelters rank highest with the female TG in terms of
visibility
Bus shelters are very visible to a pedestrian audience as they are eye level
panels.
The travel patterns of our TG and the formats that are most visible correlate.
18. In absence of extensive
Travel data, NRS
helps in identifying
starting points and
Provides at a micro-level end points
demographic data at ward
level, allowing us to identify
Can zero in on low travelers
and accordingly weigh
activity in the relevant
catchment areas.
Ascertains the best
Catchment areas
Micro-level Ward-wise Best Catchments
19. Maximising
NRS in practice:
budgets
Having evaluated and established the formats that our
TG are most likely to see, we then use NRS to detail
where the highest propensity of our TG reside
The resulting analysis helps us to allocate the panels accordingly. This makes the
OOH budget work harder, specifically targeting the audience at a zonal level.
20. Pro Visualiser
Pro-Visualiser dry-runs
your creative in a
It offers a tool for our team to become simulated environment.
creative custodians and simulate what This will inform us of
your creative would look like in-situ.
suggested changes before
going live.
Using Pro-Visualiser we can effectively view
a Idea campaign from different distances
and advise you as to whether the creative
is legible, the font size suitable, the colour
schemes favourable, the brand logo large
enough and well positioned etc.
Our in-house team of designers offer a copy
amendment service if required.
Pre-execution Check Simulated Quick Correction
21. Pro Visualiser will help identify
Creative Amendment
necessary creative changes, but
We are confident in our knowledge to
recommend creative improvements where we also have the in-house skills
needed. This could be via your agency or
through our in-house designers. to make the creative work
For example, we advised Suzuki that a background colour change to their adapted SX4
print campaign would improve visibility in the OOH realm. Other examples include
reworking Pepe Jeans creative from a digital landscape to Shopping Mall portrait format
which was later used as press copy!
22. IOS: IOS heralds the end of
“assumptive” planning and
We are one of the four founder investors
in IOS, the recently launched Indian offers its practitioners a GRP
Outdoor Survey, a coverage and metric comparable with
frequency measurement tool compiled to
global standards. other media channels.
IOS is a complete media planning tool that
appraises outdoor sites on various
parameters allowing us to plan to audience
reach.
Initially launched in Mumbai and Pune, the
tool is set to roll out across other metros Not only does this make OOH media more
during 2010. accountable, it also means we can plan and
buy OOH campaigns with less wastage,
ultimately saving money for Idea.
23. IOS Key Points:
Site Mapping functionality A new paradigm in OOH…
Classification of media formats (not Shifting focus away from buying
only hoardings) specific campaigns to effective
5 measured modes of transport
campaign planning and delivery
evaluation
Traffic Counts for pre-selected stretches
4500 household interviews
4500 individual sites in Mumbai alone
Demographic, travel, product ownership / usage and other media consumption
A visibility study which overlays the ‘attention’ displayed by the outdoor audience
on to the gross audience exposure. Using multiple regression, the relationship
between ‘Probability of viewing and site parameters’ has been modelled.
24. IOS Model:
Site Classification
Physical characteristics measured to
derive ‘visibility’ of a site.
Target Reach & Frequency
A sample survey of travel patterns of city
residents for deriving the estimate and profile of Visibility Index
the audience reached and exposed to OOH
Estimation of traffic exposed to a site
Audience estimates adjusted with Traffic Counts netted down using the Visibility Index.
giving estimated audiences on a road stretch or
Total Opportunities To See (OTS)
25. IOS:
Our understanding and use of IOS will make IOS will change the OOH
campaigns both more accountable and more
comparable with other media formats. media industry for good
Whilst most OOH advertising remains the and you can be sure oap
champion of the generic, positioned to reach
large, undifferentiated audiences, we will also will be in the driving seat
strive to make it work as far more targeted
medium. of that change
We will be able to gain a competitive
advantage through knowing what
proportion of your target audience will see
your campaign, thus maximising your
budget allocation via the intelligent use of
analysis.
26. How quickly does my cover build in Mumbai?
Campaign efficiency
20 x billboards in Mumbai / SEC ABC adults
Cover Frequency
52% 57% 58% 59%
• Initial results show that cover in Mumbai builds quickly. This mirrors cover curves in
other markets.
• Post 2 weeks, the campaign becomes a frequency builder with little incremental
cover.
27. Gallop Model:
In regions where IOS is not yet established In the absence of IOS and
we can only revert to modeling.
travel data there is no other
Modeling is not nearly as accurate and mechanism to measure Reach
robust as IOS. It will however provide good
indication of GRP’s and Reach/Frequency
& Frequency except the
Values indicative Gallop
Math Model.
The Gallop Math Model is an arithmetic
formula that has been in use for 40+
years in the out of home industry in U.S.
It assumes a constant reach across a
campaign period equal to the average
daily reach of a schedule of locations.
Panel Value Reach Frequency
29. VeriZY: VeriZY will provide Idea with
fast, accurate posting and
This monitoring tool of choice allows us to reporting information
upload and review real time posting
information, using closest cell site offering you greater levels
information on location, time and date
making it tamper proof.
of accountability
The system allows us to remotely access
images and campaign details to ensure
your campaign runs to plan.
Real-time Tamper Proof Easy Access
30. VeriZY: 1
Reporting process in action
Monitoring Person observes the
hoarding to be verified.
2 3 4
He takes out his mobile and VeriZY records nearest cell site He then clicks the photo of the
starts VeriZYprogram from the location and time to prevent hoarding.
Menu list. fraudulent use
5 6 7
Local or central
client’s staff can now
view image in
real time on their PC
He enters his code and then The image is then transferred over Data can be stored and segregated
clicks to send GPRS from the mobile to the by town or by campaign
remote server.
51. Entitlement
Official Partner status
Name/logo on LFW event signage,Side walls of the main
area
Right to one stall at the Exhibition space
One Press Meet/Product Launch at the Venue
On page ad in official LFW program
Name/logo in LFW website
Presence in all official promotional event related material
–press announcements, media press kits, event letter-
head, envelopes, invites
53. The third most frequented place after home
and college/work
Customer Profile:
15-29 years of age, mostly Average Footfalls:
students & young 500-1,000 per café daily Average time spent :
professionals, SEC A1, A2, B1, (that’s over 100m per 45 mins
B2 year)
54. India’s most loved and visited fast food chain
Customer Profile:
5-45 years of age, mostly
families, students & youth
Average Footfalls: Average time spent:
& young professionals, SEC
1,500-2000 per outlet daily 30-45 mins
A1, A2, B1, B2
5
62. what we can do for you
A. Superior client service
Understand your expectation and put together the right team
across the country to meet those expectation
Our client teams will be focused on delivering:
Delivering quality work with proper integration and optimizing
resources available internally and externally
Responding on timely basis
Finding creative solutions
Our planning system is not a “lip-service”, but quantifiable.
63. what we can do for you
A. Most effective media planning
Understand your brand & market
Media Weight is apportioned as per market potential/maturity, geo-
political size and media price
Neighborhood planning is done with robust database and model to
plan the right cover and frequency.
Plan the right media vehicles
Media Vehicles are short listed after factoring in TG and its preferred
mode of commute and places of frequent.
Billboards are selected based on data on Panel Value and Traffic
Volume.
64. what we can do for you
A. Will provide guaranteed buying efficiency
The skill of our smart and honest buyers, coupled with our
excellent credit policy with our vendors will provide better rates.
We will guarantee the buying efficiency will be improved while
maintaining effective coverage and visibility
65. what we can do for you
A. Innovation
For each campaign we will provide newer
opportunities in media vehicle choice
Our team of designers will provide effective creative
execution and adaptations
Our indigenous simulation software Por’Visualiser
will pre-test the creatives to decipher what will finally
work and what will not.
66. what we can do for you
A. Execution & Monitoring
Our wide network of 10 offices and a team of supervisors and
associates across the country will ensure fastest turn around
time with best execution standards.
Our monitoring and brand tracking system is used by few clients
as a stand alone services, which itself is a testimony of the
robustness and authenticity of the service.
