OF “Effectiveness of Out Of Home Media Market: An Empirical Examination” Under the guidance of Mrs.

Sheetal Chadda By Rounak Bhadani

Guru Nanak Institute of Management !un"a#i Bagh Ne$ %elhi

41 of the total ad)ertising s(end in India is #eing done through out*of*home ad)ertising $hich has gro$n from 31 in 2005*06.% screens at sho(s and commercial malls theatres and a uni>ue conce(t called #uilding $ra(s 9$hich are huge (rints on (erforated material co)ering entire #uildings or a(artments $ith huge )isuals:. 'ith media e-(losion re)er#erating all around and increasing com(etition amongst the #rand marketers #eginning to #e eye*catching media (lanners are no$ o(ting for the ne$ technological de)elo(ments a)aila#le $ith Outdoor . &he marketers and agencies are concerned that consumers cannot s(are enough time to go through their morning ne$s(a(ers and maga+ines $hich are no$ #eing re(laced #y the internet #oth for information search and entertainment. #ill#oards street furniture and transit. &he Indian Outdoor media is gro$ing steadily and #y the year 20/0 it is e-(ected to gro$ to Rs.IN&RO%UC&ION 'ith increasing ad s(end changing customer lifestyles gro$ing clutter and escalating (rices of tele)ision and (rint media along $ith market fragmentation consumers are increasingly staying out of their homes. Currently the Indian outdoor ad)ertising market contri#utes /01 of the total ad)ertising e-(enditure and has #een gro$ing at 201 from 2003. &he OO8 tools a)aila#le to an ad)ertiser and marketer are innumera#le and kee( gro$ing day #y day. Outdoor ad)ertising seems to #e the need of the hour. Other recent forms $hich are fast catching u( are auto (anels auto to(s signage at #us train and air(ort terminals street centre kiosks traffic island signage road centre median signage $all (aintings human ad)ertising )ideo <. &his forms the #asis for the #oom in Indian out*of*home ad)ertising. . It is considered the media of the future since it $ill directly address an increasingly ur#ani+ed (o(ulace $hich $ill stay more and more out of home $hich $ill influence the #uying #eha)ior of the customer. .)en the countless commercials $hich run through hundreds of satellite channels are s$a((ed and their effecti)eness is #eing com(romised as they go $aste $ithout reaching the targeted audience./7 300 million $ith a com(ounded annual gro$th rate of /61.d)ertising in contrast to the traditional modes $ith limited o(tions. Outdoor (roducts are di)ided into three (rimary categories.% signage at traffic "unctions #us and hired cars= (aintings ad)ertising (anels inside #uses and trains signage and )ideo <. Out*of*8ome ad)ertising 9also referred to as OO8: com(rises essentially all ty(es of ad)ertising that reach the consumer outside home.

&he Indian outdoor market contri#utes only around 4*/01 of the total ad)ertising e-(enditure out of $hich a huge 601 s(end #elongs to the telecom industry alone.Currently the Indian outdoor ad)ertising industry is fragmented and is largely (lagued #y small unorgani+ed (layers $ho largely (ossess control and direct market media sites. &hough the timing for the gro$th of OO8 media is (erfect it needs sustaina#le gro$th for OO8 to #e recogni+ed as an industry and regulation and some amount of research to )alidate the ROI on ad s(end #y marketers on OO8 media. &he )arious factors dri)ing the gro$th of OO8 media are increasing ad*s(ends clutter of traditional media increasing $orking (o(ulation a(tness in rural marketing and local ad)ertising.d)ertising no$ kno$n as Out*of*8ome or OO8. ?ery fe$ organi+ed (layers such as &imes OO8 Ogil)y @ Mather Clear Channel Sel)el ?antage !ioneer !ortland and <akshya are offering outdoor ad)ertising in India. 'ith the media e-(losion re)er#erating all around and increasing com(etition amongst the #rand marketers #eing eye*catching media*(lanners are looking at the (ossi#ilities of Outdoor . . &he remaining A01 is shared #y insurance automo#ile media entertainment and FMCG.

&o Understand the OO8 media market.  Organi+ed (layers of the sector.C&I?.)aluate the e-isting com(etiti)e situation.  Understanding the e)olution of OO8 media market )arious forms and Media )ehicles. OF &8. Ma"or (layers @ in)estment in the sector.  Unorgani+ed (layers of the sector. .ssess the effecti)eness of OO8 media market in meeting its .  Identify the #enefits and limitations of OO8 media market. 5. S&U%C /.  .  !otential and future (ros(ecti)e of OO8 media market.ffecti)eness of OO8 media market.d)ertising industry.  &rends and issues in the OO8 media market. 8o$ inno)ation needs to gro$ this sector.  ?arious inno)ations and their effecti)eness. 6.OBB.  Go)ernment regulations.  In)estment done #y the marketers on )arious media )ehicle and a com(arati)e study among them.  . 2.  Structure of .  Needs of inno)ation to co(e u( $ith the change in the market scenario and clients= re>uirement.

&8O%O<OGC RESEARCH P A! Researc" #esi$n: &he research $ill #e carried out in the form of a sur)ey $hich $ill #e done in areas near to %elhi 9NCR region:.  . Sam(le si+e $ould #e /00 for consumer and 3 to /0 for marketer..  %etermining ho$ $ell the OO8 media market is a#le to ignite consumer interest to act and learn more a#out the (roduct.ssess consumers= reaction to OO8 media market and e-(lore $hether the ads communicate #rand message to consumers. &he sam(le $ill #e selected #y a sim(le random sam(ling method. Sample #esi$n % Si&e: &he target (o(ulation for our study is indi)idual customers as $ell as OO8 media market (layers.communicational goals including consumer a$areness acce(tance (reference and actions. .RC8 M. R.S.

&.M.R !<. Secondar) #ata &he research conducted as a (art of our study $ould include !rimary as $ell as Secondary research. C8. .!&. !R. &he sam(le $ill #e selected #y a sim(le random sam(ling method.?I.' A. &he sur)ey research method $ill #e descri(ti)e research design.ach res(ondent $ill #e inter)ie$ed through a Duestionnaire.C.#A'A CO EC'(O! P A! Primar) #ata &his study in)ol)es data collection 9(rimary research: from different consumers and ad)ertising agencies in four different areas %elhi Farida#ad Gurgoan and Noida. &his $ill include (rimary research in addition to secondary research as stated #elo$. Secondary research $ould include )arious as(ects of OO8 media market through Internet Bournals com(any re(orts e-(ert )ie$s etc. <I&R. &.RC 3.F.N&.B<. !rimary research $ould include a sur)ey that $ould #e conducted in selected localities of %elhi and near#y areas $here the res(onses of consumers and ad)ertising agencies $ould #e recorded through a designed >uestionnaire.N& 5.%G./ 8istory .N /. OF CON&.&I?.&UR. . R. . 2. SUMM.F.CENO'<.N&S 6.CU&I?. IN&RO%UC&ION A. ME'HO O#O*+ &he research $ill #e carried out in the form of a sur)ey.

RC8 M. IM!<IC.&IONS /5..&.&. R.)olution A.5 Sam(le segregation 4.7 Inno)ations 7.5 Current scenario A.SU<&S . <IS& OF &.B<.A Ma"or (layers A.S. BIB<IOGR.&ION OF !RIM. .&8O%O<OGC 7.3 Industry analysis A..RC8 FIN%INGS //.R!R.R&S /3.N. CONC<USION /6.!8C .2 Sam(le %escri(tion 7.S . G.<CSIS .A. R.N% F<O' C8.S&IONS /2.S.N% FIN%INGS /0.&ION OF R.2 ./ O#"ecti)e of the study 7. <IMI&.N% IN&. SUGG.6 &rends and issues A.RC %.

. 0*6 8r B. I am conducting a research on “Effectiveness of Out Of Home Media Market: An Empirical Examination”0 For conducting this research I need the res(onse from consumer on outdoor ad)ertising 9. Bus C..:. No 6.d)ertising #y the com(aniesH .ns. Ces B.. 8o$ many ad)ertisements including outdoor ad)ertisement do you come across dailyH . .-ES'(O!!A(RE . PAR'/A /.t. 6*4 8r C. 4*/2 8r %.ny form of ad)ertising )isi#le in the outdoors on #us metro rail$ays street e. .ns.. 'hat is your mode of trans(ortationH .c.OR CO!S-MERS #isclaimer: / I am a student of Guru Nanak Institute of Management Ne$ %elhi (ursuing !G%M in Marketing. More than /2 8r 2..re you a$are of Outdoor .ns. 8o$ much time do you s(ent outside of your homeH . !ersonal )ehicle B. Others 5. &he information gi)en #y you $ill #e used entirely for the research (ur(ose only. Metro %. .

Ne)er /0. Rate the follo$ing media used in the ad)ertisement.. 8o$ $ould you rate outdoor ad)ertisements on uni>uenessH .. 'all (aintings ". . Street furniture c.ns. 8o$ many of the outdoor ad)ertisement can you recallH . Bill#oards #. !lease check only our res(onse for each statement on to the rank of / to3.ns.ns.. 5*3 C. &raffic island signage h.l$ays B.. .. 3*/0 C. .ns.. . . . More than 4 4. 5*3 C. Signage at #us f.. 0*5 B.)ents and S(onsorshi( C. Not at all uni>ue //. Seldom . .uto ta(es e. . Cour interest in (roduct has im(ro)ed #ecause of outdoor ad)ertisementH . Ilo$ to highJ / 2 5 6 3 .. Check the res(onse that #est descri#es the outdoor ad)ertising.ns. .-tremely uni>ue B.. ?ideo screen at sho( /5. Some$hat uni>ue %. . 3*4 %. Based on $hat you ha)e seen the outdoor ad)ertisements ho$ interested you are in trying the (roductH . 8o$ many outdoor ad)ertisements you see dailyH . Sometimes %.ns. 8o$ many ad)ertisements can you recall out of themH . Internet ad)ertising /2. Slightly uni>ue .ns. /0*/3 %. !rint ad)ertisement %. More than 4 A. Ne)er G. Sometimes %.. Street centre kiosks g. 9/*3: Ilo$ to highJ . 0*5 B. Outdoor ad)ertising . Road centre median signage i. 0*/0 B. . .. Seldom .. &? Commercial B. Fre>uently C.ns. /0*20 C. . 0*3 B. Rate the follo$ing forms of outdoor ad)ertising 9/*//: Ilo$ to highJ a.uto (anels d. More than /3 7. 3*4 %. .. More than 50 3. ?ery uni>ue C.l$ays B. Fre>uently C. 8uman ad)ertisement k. 20*50 %.

ns. 20*50 %. Ces B. Outdoor ad)ertisements are a#le to ignite your interest to act. . /6*2/ %. #.. /0*20 C. 8o$ many outdoor ad)ertisement you make in a month for your clientsH .OR A#4ER'(SER #isclaimer: / I am a student of Guru Nanak Institute of Management Ne$ %elhi (ursuing !G%M in Marketing.. No 2. c. Outdoor ad)ertisements differentiate the #rand. Outdoor ad)ertisements increase your a$areness... ..&ION Name.*KKKKKKKKKKKKKKKKKKK . . Outdoor ad)ertisements are memora#le. More than 50 5. Outdoor ad)ertisements are eye*catching. %o you make outdoor ad)ertisement for your clientsH . Outdoor ad)ertisements are easy to understand. e.*KKKKKKKKKK.ns.ns. . PAR'/A /. Se-.-ES'(O!!A(RE .a.ge. 'HA!2 +O-3 .< INFORM.*KKKKKKKKKK Occu(ation.RSON.. More than 2/ 6. Rate the follo$ing media )ehicles. 'hat is the (ro(ortion of e-(enditure made #y the clients for outdoor ad)ertisementH 9 In 1: . I am conducting a research on “Effectiveness of Out Of Home Media Market: An Empirical Examination”0 For conducting this research I need the res(onse from ad)ertiser on outdoor ad)ertising. !rint ad)ertisement .ns. &? Commercial B. f. 7*/6 C.)ents and S(onsorshi( C.0*7 B.*KKKKKKKK Income. d. &he information gi)en #y you $ill #e used entirely for the research (ur(ose only. 0*/0 B. .*KKKKKKKKKKK. 9/*3: Ilo$ to highJ . PAR'/1 !.

Ces B. Outdoor ad)ertisements are cost effecti)e. c. Ces B. ... Internet ad)ertising 3. Outdoor ad)ertising . Rate the follo$ing forms of outdoor ad)ertising 9/*//: Ilo$ to highJ a. &raffic island signage h.ns. Outdoor ad)ertisements (ro)ide fle-i#ility to the ad)ertiser. Outdoor ad)ertisements increase #rand a$areness. #..ns. h.uto ta(es e. / 2 5 6 a. Bill#oards #. d. Outdoor ad)ertisements are easy $ay to con)ey. ?ideo screen at sho( A. Check your le)el of agreeness for the follo$ing statement. %o you think the market needs to #e more organi+ed for outdoor ad)ertisementH . 7. e. Signage at #us f.No 4. No 3 . g. Outdoor ad)ertisements are eye*catching. Outdoor ad)ertisements differentiate the #rand. Outdoor ad)ertisements are a#le to ignite consumer interest. Is the role of go)ernment satisfactory in regulating this sectorH . Street furniture c.uto (anels d. f. . 'all (aintings ". Street centre kiosks g. 8uman ad)ertisement k. . !lease check only our res(onse for each statement on to the rank of / to3. Road centre median signage i. .%. Outdoor ad)ertisements (ro)ide inno)ati)eness to the marketer.

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