The document summarizes the results of several brand advertising campaigns on out-of-home (OOH) media in India. It found that for a confectionary brand campaign in Bangalore and Delhi, over 75% of respondents recalled one of the creative executions unaided. On average, OOH media generated over 50% aided recall for the brand. For an FMCG home care product campaign in Gurgaon and Mumbai, 32% of respondents recalled the ad unaided via OOH media and recall increased to 100% when aided. Approximately 61% recalled seeing the ad on other mediums as well. Finally, a personal care product campaign saw 44% unaided recall at one OOH location and total recall reached 100%

1. The Largest Out Of Home TV Network in India

2. Confectionary Brand Ad Campaign – CES

4. Ad Recall (Unaided – TOM + Spontaneous) OOH Media *Figures in % More than 75% unaided recall for Confectionary Brand Cakes – Hindi creative

5. Ad Recall (Aided) OOH Media *Figures in % The confectionary brand had an average of more than 50% Aided recall and a total of 100% (Aided + Unaided) Recall

6. Recall of Confectionary Brand Ad through Other Mediums At an Overall, 74% audience do not recall seeing the Confectionary brand Ad on other mediums

7. FMCG Brand (Home Care Product) – CES

9. FMCG Brand Ad Recall (Unaided – TOM + Spontaneous) OOH Media 32% audience at an unaided level recalled the FMCG Brand Ad.

10. FMCG Brand Ad Recall (Aided) OOH Media *Figures in % 100% recall for the FMCG Brand ad.

11. Recall of the FMCG Brand Ad through other Medium 61 % people recalled seeing the FMCG Brand Ad on other medium 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Percentage of Respondents Kitchen Cleaner Kitchen Cleaner Multipurpose Toilet Cleaner

12. FMCG (Personal Care Product) - CES

14. FMCG Brand Ad Recall (Unaided – TOM + Spontaneous) OOH Media *Figures in % Very high unaided recall for FMCG Brand at Cinemax, Versova 44% of the respondents recalled the FMCG brand at an unided level

15. FMCG Brand Ad Recall (Aided) OOH Media *Figures in % Total Recall for FMCG Brand (Personal care) was 100% and more than 30% of it was aided recall

16. Recall of FMCG Brand Ad through other Medium 60% at Prestige Copper Arch, Bangalore HAD NOT SEEN THE FMCG Brand Ad in any other medium. 35% of the respondents were exposed to the FMCG Brand Ad for the first time on OOH Media