Advancing the research of media. Unlocking the Potential of Outdoor OAC Mumbai June 19, 2009

advancing the research of media


Unlocking the Potential of Outdoor

OACMumbai

June 19, 2009

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Indian Outdoor Survey First syndicated study for the Outdoor Medium in India

Spear-headed by MRUC Project Implemented by Hansa Research Under the guidance of a strong MRUC Technical Committee Funding from Patron Sponsors

IOS based on indigenous methodology, adopting international best practices Designed to provide audience led research on par

with other media in order to generate traffic, cover and frequency estimates

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theresearchof mediaInternational Scenario

Traffic count data modeled using small sample travel survey POSTAR, UK COMB, Canada ROAM, Australia SAARF AMPS/OMS, South Africa WAM Outdoor Study, Netherlands Germany France TAB, USA (Only Traffic Counts)

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Changing the current buying practices….

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…to a new paradigmShifting the present obsession with simply

getting bigger discounts/cheaper rates, to a more effective one

Campaign-planning rather than buying specific sites With Reach/Frequency targets Allowing for efficiency and delivery evaluation

of campaign

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A Complete Media Planning Tool

IOS appraises outdoor sites with respect to their ‘visibility’ quality

IOS goes beyond measurement of ‘visibility’ and provides‘reach’ for the selected site as part of a campaign plan

IOS allows to plan campaigns targeted to reach select ‘audiences’ at defined levels of exposure

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Research Methodology

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theresearchof mediaIOS Mumbai Coverage


IOS ModelSite Classification

Visibility StudyTravel Survey

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IOS Model

Site Classification

Physical characteristics measured to derive ‘visibility’ of a site.

Visibility Index

Estimation of traffic exposed to a site netted down using the Visibility Index.

Target Reach & Frequency

A sample survey of travel patterns of city residents for deriving the estimate and profile of the audience reached and exposed to OOH

Audience estimates adjusted with Traffic Counts giving estimated audiences on a road stretch or Total Opportunities To See (OTS)

First time comparison of Outdoor campaigns with TV & Print possible

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Site Classification1. Site Census and Identification

Count of sites by different formats

Identification

Address

Site ID Building

City Sub-Area

Stretch Area

Site Serial Road

Image Landmark

Pincode

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Hoardings

Gantries

Kiosks

Bus Shelters

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Site Classification1. Site Census & Identification2. Site Mapping

Computed Characteristics

Site Latitude Longitude

Optimum Distance Lat-Lon

Optimum Distance

Azimuth (North Angle)

Visibility (Multiple Stretch)

Road Width

Stoppages

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theresearchof mediaSite Mapping

Optimum Distance Latitude Longitude

Site Latitude Longitude

N Azimuth (North Angle)

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Site Classification1. Site Census and Identification2. Site Mapping3. Site Classification Parameters

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SIZE

Height

Clutter

Obstruction

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theresearchof mediaSite parameters

α

Offset

Angle to Traffic

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Traffic and Travel Survey 5 Modes of Travel for

Traffic Count 4 – wheelers (Cars &

Taxis), 3 – wheelers (Auto rickshaws), 2 – wheelers (Bikes, Scooters), Buses and Pedestrians

– Traffic Counts for pre-selected stretches every 15 minutes every 2 hours from 7 am to 10 pm on 1 Weekday & Sunday

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theresearchof mediaTravel Survey

4500 household interviews Demographic, travel, product ownership / usage and

other media consumption. Travel for 3 weekdays and 2 holidays Mode of transport for each journey (multiple modes) and

purpose

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Visibility StudyTraffic by the site or passage data is good to

know, but how many of those people actually notice your hoarding?

The Visibility Study answers this question by overlaying 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

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To summarise the IOS Research

Site Classification, Census & Mapping of Sites

• Site Characteristics • Visibility Index

For 5 outdoor media

Traffic and Travel Survey• Gross Reach/ OTS• Target Audience exposed• Frequency & Reach/ OTS

Traffic Counts for pre-selected stretches4,500 HH interviews for travel patterns and demographic, product & media profile

Visibility Study Gross Reach/OTS netted down

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IOS Challenges

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The Math behind IOSAn intensive and daunting project on a

scale that has not been attempted yet in research in India Over 70 Site parameters for 4500 sites in

Mumbai collected and collated taking nine months, using over 50 field executives

Nine months of Traffic Count covering nearly 12 lakh data points using nearly 60 field executives

Detailed journey information collected from 4500 respondents taking 80 people, 10 months

Now the science and technology……

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The Science & Tech behind IOSFrom Trigonometry and Geometry to

Statistical modeling, GIS, Physics and Cartography

Latest technology used for data capture Range finder for measuring distances Binoculars for site dimensions GPS Meters for Lat/Long Digital, Still and Video cameras Equipment weighing nearly 3 kgs

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theresearchof mediaOutdoor Research Challenges

Lack of Site Level Data High fragmentation, ruling out collecting basic

information from site owners

Non-standard Formats & Sizes Over 200 different sizes at last count. Hoarding sizes

are standardized internationally Resulting difficulties in classification of sites

Site Location No standard for erecting sites. Sites are located in some

of the most inaccessible locations such as right middle of slums, building tops etc. Taking site measurements such as latitude longitude, height etc. is difficult.

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Large number and variety of outdoor options Actual exposure difficult to assess

Different types of vehicles (2W, 4W, Bus, Auto etc).

Variation in traffic at different times – day / week.

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Visibility Study Carried out to find out OTS at site level Internationally, this field is still in its nascent

stage and constantly under development even after 12 years. POSTAR conducted the first visibility study in 1996

Involves complex theories, computations and validation

ESOMAR is working out standardized methods to conduct outdoor research

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Travel Survey Base data to understand population travel

behavior – the key to individual level planning Every journey and road segment (stretch)

plotted on map to arrive at traffic numbers and profile. Over 14 lakh stretch travels in a week for Mumbai.

IOS is possibly the only study that provides individual database for outdoor planning.

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KEY FINDINGS

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theresearchof mediaMedia Reach - Overall

Mumbai Reach (%)

All 94

TV (Past 1 week) 86

Cable & Satellite (viewed) week)

80

Print (TR) 67

Outdoor (2 weeks)(IOS stretches)

66

Radio (1 week) 31

Internet (1M) 10

Cinema (Past 6 months) 8

Source: IRS 2008 R2

• Reach of TV is the highest followed by C&S, print and outdoor.• Outdoor reach is comparable to that of print

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theresearchof mediaTravel Behavior

Mumbai All

# of Journeys / Week 11

# Stretches / Week 49

Modes Used (% Distribution)

Walk 67

Two Wheeler 6

Three Wheeler 8

Bus 13

Car / Taxi 7

• On an average, a Mumbaikar makes 11 journeys in a week.

• During these 11 journeys, he covers 49 stretches, thus, the stretches traveled per journey are 4.5

• ‘Modes Used’ provide distribution of different modes used by the respondent across 49 stretches. Note that this exclude modes such as train and bicycle.

• We have considered a mode to be used even if it is used for only part of the stretch.

• As is obvious, walk is the most common mode of transport followed by bus. Three wheelers and Car/Taxi occupy the next slots.

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theresearchof mediaMedia Reach - Gender

Mumbai Male

Female

All 96 92

TV (Past 1 week) 85 86

Cable & Satellite (1 week) 79 81

Print (TR) 77 55


77 50

Radio (1 week) 34 28

Internet (L1M) 14 6

Cinema (Past 6 months) 11 6

Source: IRS 2008 R2

• Media reach is higher among males across mediums.• The difference in reach is the highest in outdoor. Internet, Cinema and print

also show significant differences in penetration by gender.

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theresearchof mediaTravel Behavior - Gender

Mumbai Males

Females

# of Journeys / Week 13 8

# Stretches / Week 68 27


Walk 61 79

Two Wheeler 8 1

Three Wheeler 8 8

Bus 15 9

Car / Taxi 8 3• There is significant differentiation in journeys as well as stretches traveled

by Gender Females use more of walk and 3 wheeler as compared to males, possibly to go to market or to drop the kids.

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theresearchof mediaMedia Reach - Age

Mumbai 15-19

20-29

30-49

50+

All 98 94 94 91

TV (Past 1 week) 92 85 84 84

Cable & Satellite (1 week) 85 79 78 79

Print (TR) 76 71 66 63


69 71 65 57

Radio (1 week) 40 35 29 22

Internet (L1M) 18 17 7 4

Cinema (Past 6 months) 17 14 5 1

Source: IRS 2008 R2

• Media reach is higher among younger audiences and tapers off with age.• The decline in reach with increase in age is higher in Radio, Internet and

Cinema• Outdoor’s reach distribution is more even and is comparable to print.

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theresearchof mediaTravel Behavior - Age

Mumbai 15-19

20-29

30-49

50+

# of Journeys / Week 12 11 10 9

# Stretches / Week 50 56 48 43


Walk 70 64 65 71

Two Wheeler 4 7 7 3

Three Wheeler 6 9 8 7

Bus 16 14 13 12

Car / Taxi 5 6 8 8

• No major difference in journeys and stretches traveled by age.• Use of Car/Taxi increases with age.

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theresearchof mediaMedia Reach - Education

Mumbai No School

Upto 9th SSC / HSC / College

Grad / Post Grad

All 73 94 99 100

TV (Past 1 week) 66 83 91 95


59 76 86 91

Print (TR) 1 57 87 95


37 60 69 82

Radio (1 week) 19 28 34 42

Internet (L1M) 0 2 12 36

Cinema (Past 6 months) 3 4 11 17

Source: IRS 2008 R2

• Media reach increases with increase in education level.• Increase is most significant for print followed by internet.

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theresearchof mediaTravel Behavior - Education

Mumbai Illiterate / No schooling

Upto 9 Std

SSC/HSC/ Some College

Grad / Post Grad

# of Journeys / Week 8 10 11 12

# Stretches / Week 19 39 53 70


Walk 88 74 66 53

Two Wheeler 0 5 6 8

Three Wheeler 4 8 7 12

Bus 6 12 15 13

Car / Taxi 1 2 7 15• Education does discriminate on number of journeys undertaken taken in a

week. • Number of journeys and stretches traveled increase with education.• Use of personal transport (2W, Car) increases with education.

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theresearchof mediaMedia Reach - Occupation

Mumbai Worker

Petty Tr / Shop Owner

Clerk / Supervisor

Junior / Sr Executive

Indus / B’man / SEP

All 92 91 99 100 100

TV (Past 1 week) 76 79 94 93 91


69 73 87 91 88

Print (TR) 63 65 93 99 90


73 79 92 92 91

Radio (1 week) 33 24 35 51 32

Internet (L1M) 1 2 23 58 23

Cinema (Past 6 months)

7 5 13 21 13

Source: IRS 2008 R2

• Moderate differentiation in outdoor reach by occupation

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Travel Behavior - Occupation

Mumbai Worker

Petty Tr / Shop Owner

Clerk / Supervisor

Junior / Sr Executive

Indus / B’man / SEP

# of Journeys / Week 12 13 14 15 15

# Stretches / Week 57 62 84 102 102


Walk 70 63 56 47 42

Two Wheeler 3 11 11 7 14

Three Wheeler 6 8 9 12 11

Bus 18 9 17 14 11

Car / Taxi 3 8 7 20 23• There is little difference in number of journeys by occupation. • Number of stretches traveled increase significantly with higher occupation

categories• Use of car increases and that of walk decreases with higher occupation

categories

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theresearchof mediaMedia Reach - SEC

Mumbai A B+C D+E

All 99 97 89

TV (Past 1 week) 95 90 78


93 85 71

Print (TR) 93 77 48


69 68 63

Radio (1 week) 44 30 28

Internet (L1M) 33 11 3

Cinema (Past 6 months) 17 9 5

Source: IRS 2008 R2

• No major differentiation in outdoor reach by SEC

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theresearchof mediaTravel Behavior - SEC

Mumbai A B+C D+E

# of Journeys / Week 11 11 10

# Stretches / Week 59 54 42


Walk 51 64 75

Two Wheeler 8 6 3

Three Wheeler 12 8 6

Bus 11 14 14

Car / Taxi 17 8 1

• Little differentiation in journeys and stretches by SEC. However, number of stretches traveled increases with increase in SEC.

• Car travel changes significantly with increase in SEC.

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Media Reach - Working Status

Mumbai Working

Not Working

Student

All 94 92 99

TV (Past 1 week) 82 86 94


76 80 89

Print (TR) 74 55 80


81 42 76

Radio (1 week) 33 26 40

Internet (L1M) 12 3 23

Cinema (Past 6 months) 9 4 15

Source: IRS 2008 R2

• Significant differentiation in outdoor reach by working status.• Differentiation is also high for Internet, Print and Cinema

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Travel Behavior - Working Status

Mumbai Working

Not Working

Student

# of Journeys / Week 13 7 13

# Stretches / Week 72 19 57


Walk 60 83 68

Two Wheeler 8 1 4

Three Wheeler 8 8 6

Bus 15 6 17

Car / Taxi 9 2 5• Very good discrimination between working and non-working across the

board.• Students behave more like working class.

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theresearchof mediaSummary of findings

Outdoor reach is close to print reachAll classes show more or less equal

propensity to travel. Men travel more than women. Working

people and students travel more than non-working

Affluent people use more personal transport (cars, two wheelers etc.) and travel on more stretches


Indian Outdoor Survey(IOS)

Unlocking the potential of Outdoor

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Enhance Operational Efficiencies

The Planner/ Buyer What are the different options available in the market? How do I speed up the cumbersome site selection process?

Advertiser Can I eliminate the recce? Is my agency delivering high quality and cost effective outdoor

campaigns?

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Maximising Opportunities

The Media Owner/ Contractor How do I add value to my sites to beat competition? How do I decrease the number of vacant sites? Where should I put up new sites?

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theresearchof mediaThe IOS potential

Market-planning of Inventory Site recommendation for incremental reach vs added

OTS based on campaign objectives Be in a position to offer competitive CPTs vs

competition Package sites to offer a value proposition to the

advertiser/agency

Opportunity areasNearly 200 IOS Stretches in Mumbai have BQS but

no hoardingsOver 400 stretches, of 960, have no hoardings at

all

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Basis for Scientific Media Planning The Media Owner/ Contractor

How do I enhance my clients’ budget to outdoor? Which clients do I approach for different sites?

Media Planner/Buyer What is the reach and OTS being delivered by a campaign? Which alternative sites will deliver comparative results? How do I most efficiently spend my client’s budget? How can I scientifically compare the effect of Outdoor with Print

and TV plans? Advertiser

Is my brand getting due exposure for the monies being spent? What is the basis of the cost for a site?

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Media Planning & Selection - Current StatusPlanning depends on field / site knowledge of

the plannerSite selection is a cumbersome process

involving constant field visits.As a result, very few individuals with planning

and field knowledge of outdoorCurrent planning lacks scientific approach and

measurements and hence discussions boil down to volumes and discounts.

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Improving Outdoor Media Planning & Selection IOS takes the drudgery out of the planning process

Site Census with all site parameters provided in the database

It provides site photographs and site parameters by area.

The site selection tool is extremely flexible and allows you to select sites based on any of the site parameters such as size, illumination, angle, offset, obstruction, road and area.

It provides ‘Plan Optimizer’ and ‘Plan Evaluator’ to help in media planning and buying scientifically.

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Media Efficiency The ‘Media Optimizer’ allows you to instantly generate

an optimized plan based either on CPT or reach. Further customization of the optimized plan to suit

campaign requirements can be carried out in plan evaluator

The ‘Plan Evaluator’ allows you to compare six different plans side by side on important parameters such asReachOTSFrequencyEffective OTS


A case study

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theresearchof mediaClient Brief

I want a good media plan, the brief is – Select all sites town side (or at

least 90% sites should be picked up from town)

We must follow good routes –Take 10 good sites on Route ATake 20 sites on Route BRoute C is a must, all my

employees and my boss follow this route

We need good visibility

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What client meant…

TG – SEC - AArea – Mumbai

4-week campaign

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theresearchof mediaTypical plan


An Optimised Plan

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If we have to optimize the same on software


Another case study

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Publication Edition

Readershi

p (000) Lang/ Freq Ad type Hue W H Size Ins

Bombay Times Mumbai 864 Eng/ Daily Half Page - BP Col 32.9 25 823 1

Bombay Times Mumbai 864 Eng/ Daily Quarter Page - Page 3Col 16 25 400 1

Gujarat Samachar Mumbai 196 Guj/ Daily Quarter Page - Page 3Col 4 25 100 1

Maharashtra Times- Mumbai TimesMumbai 281 Mar/ Daily Half Page Col 24 35 840 1

DNA Afetr Hrs. Mumbai 319 Eng/ Daily Half Page - BP Col 32.9 25 823 1

DNA After Hrs. Mumbai 319 Eng/ Daily Quarter Page - Page 3Col 16 25 400 1

DNA - MI - Sports Section Mumbai 319 Eng/ Daily Full Page Col 32.9 51 1678 1

DNA - MI - Sports Section Mumbai 319 Eng/ Daily Contest - Innovation Col 12 20 240 5

Grand Total 12

Plan Cost (Rs) 50,00,000

Reach 61%

Avg OTS 2.4

TG: Mumbai, AA 12+ SEC A

Medium: Print

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Area Landmark Width HeightCHURCHGATE CHURCHGATE STATION 20 20TARDEO TARDEO CIRCLE 20 10DADAR-WEST TULSI PIPELINE ROAD-DADAR STATION 40 20BYCULLA BYCULLA FLYOVER 60 60LOWER PAREL LOWER PAREL STATION BRIDGE 40 20MATUNGA-CENTRAL KING'S CIRCLE-GANDHI MARKET 100 8SION SION FLYOVER 60 20BANDRA-WEST SV ROAD-BANDRA TURNER ROAD JUNCTION 40 20BANDRA-EAST SION BANDRA LNK RD- BANDRA KALA NGR JUN 185 10SANTACRUZ-EAST WEH-SANTACRUZ VAKOLA FLYOVER 30 20ANDHERI-WEST SV ROAD-ANDHERI FLYOVER JUNCTION 60 20JOGESHWARI-WEST LINK ROAD-OSHIWARA 40 20KANJUR MARG-WEST LBS-BHANDUP STATION 30 20GOREGAON-WEST SV ROAD GOREGOAN STATION 40 20MALAD-WEST SV ROAD-MALAD MARVE JUNCTION 20 20KANDIVALI-WEST KANDIVALI MAHAVIR NAGAR 40 20BORIVALI-WEST SV ROAD-BORIVALI STATION 35 20KANDIVALI-EAST WEH-MALAD TOI 40 20THANE-WEST THANE-MAJIWADE 30 15VASHI VASHI-SEC 17 130 10

Optimised Outdoor Plan

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TG: Mumbai, AA 15+ SEC A

Medium: Outdoor

OUTDOORCampaign

durationReach

% OTSGross Reach Cost (Rs)

CPT (Rs)

2 weeks 57% 7.21 411 4,250,000 10,341 4 weeks 59% 13.8 814 8,500,000 10,442

PRINT 61% 2.4 146 5,000,000 34,247


Indian Outdoor Survey(IOS)

Answering key concerns…….

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Did anybody see me?

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Hoarding Owner

Hoarding ContractorMedia Planner

Brand Manager

Did we get the right price?

Did we get the right exposure?

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The IOS Technical CommitteeShripad Kulkarni – Vice Chairman (Allied Media)Sandip Tarkas – Ex Vice Chairman (Future Group)

MembersNabendu Bhattacharya (Ogilvy)Vani Dixit (Laqshya)Arminio Ribeiro (Platinum)Abhijit Sengupta (OAP)Hemanth Shah (Times OOH)Sweta Suvarna (Big Street)

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Thank you

Documents

Advancing the research of media. Unlocking the Potential of Outdoor OAC Mumbai June 19, 2009