New Trend in Digital OOH Advertising

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A study on the new trend in the advertising concept – OOH (Out-of-Home advertising)
A STUDY ON THE NEW TREND
IN THE ADVERTISING CONCEPT
“OOH (Out-of-Home Advertising)”
Dissertation Submitted to the Bangalore University for
the partial fulfillment of the award of
Master of Business Administration
Submitted by
Jayjeeth C Thomson
(07SBCM6034)
Under the guidance of
Mrs. Aradhana Patil
Asst. Prefessor
Department of Management Studies
ADMINISTRATIVE MANAGEMENT COLLEGE
18th
km Banneraghatta Road,
BANGALORE - 560 083
Administrative Management College
APRIL
2009
2009

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DECLARATION
I, the undersigned hereby declare that the project report entitled ‘A study on the
new trend in the advertising concept – OOH (Out-of-Home Advertising)’ has been
prepared by me under the supervision of Mrs.Aradhana Patil, Asst.Professor of
M.B.A Department, Administrative Management College, Bangalore and now being
submitted to Bangalore University in partial fulfillment of the award of M.B.A degree.
I declare that this report is based on the study undertaken by me and has not formed
a basis for the award of any Degree or Diploma of Bangalore University or any other
university.
Place: Bangalore Jayjeeth C Thomson
Date: (07SBCM6034)

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CERTIFICATE
This is to certify that the project report entitled “A study on the new trend in
the advertising concept – OOH (Out-of-Home Advertising)” is based on, an original
study conducted by Mr. Jayjeeth C Thomson, (07SBCM6034) under my guidance in partial
fulfillment of the requirement for the award of Degree in Master of Business
Administration of the University of Bangalore and this work has not been submitted by
him/her for the award of any other degree, diploma or title of recognition earlier.
This doesn’t form a basis for the award of any Degree or Diploma by the
Bangalore University or any other University or institution.
Place: Bangalore Mrs. Aradhana Patil
Date: Asst. Professor, MBA Dept
Bangalore

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ACKNOWLEDGEMENT
During the period of this study I sought /received help from many people, directly
or indirectly. I am taking this opportunity to express my heart-felt gratitude, though not
adequate to each and every one of them individually.
I hereby express my deep gratitude to DR D.V.S.S.R PRAKASH, Principal
Administrative Management College, DR.RUDHRA RAJU KRISHNAN, Director of
MBA Dept and DR. RAJESH KUMAR, HOD of MBA Dept. for their assistance
during the present study.
I take this opportunity to express my deep gratitude to my guide Mrs.
Aradhana Patil, Asst. Professor MBA Dept, Administrative Management College,
Bangalore for her support and encouragement.
I am thankful to the employees of different corporate houses and those personals
in Bangalore, for helping me out in giving me proper guidance for my project through
their different opinion and filling out the questionnaire for my study.
I would like to thank with all the faculty members for their help & support given
during the entire work.
I praise & thank Almighty God who showers his abundant love & blessings upon
me, always guide me, protects me & strengthens me.
Jayjeeth C Thomson
(07SBCM6034)

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CERTIFICATE OF APPROVAL
This internship training of Jayjeeth C Thomson is approved in quality and form.
Internal Guide: -
Name: Mrs. Aradhana Patil
Signature:
Designation: Asst. Profesor,
MBA Department,
External Examiner:-
1. Name 2. Name
Designation Designation
Signature Signature
THE PRINCIPAL
ADMINISTRATIVE MANAGEMENT COLLEGE
BANNERGHATTA ROAD, BANGALORE – 83

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Tables of Contents
Chapter
No
Contents Page No
1 Introduction 1 – 12
2 Research Design 13 – 15
3 Industry Profile 16 – 45
4 Data Analysis and Interpretation 46 – 74
5 Findings, Suggestions and Conclusion 75 – 77
Bibliography 79 – 80
Annexure 81 – 83

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List of Tables
Table No Contents Page No
4.1 Total No. of Respondents 47
4.2 Age group of respondents 48
4.3 Occupation of respondents 50
4.4 Respondents mode of travel 52
4.5 Respondents who all are aware of OOH Concept 53
4.6 Ads noticed by 150 respondents on each ad medium 54
4.7 Ranking of eye-catchy advertisements 56
4.8 List of ads respondents have seen while out of home 58
4.9 Response on seeing an ad while out of home 60
4.10 Respondents brand choice on Mobile, Mobile service,
Sports Shoe and Laptops
62
4.11 Respondents blockages in viewing an ad 63
4.12 Respondents time requirement for reading the board 65
4.13 Total no.of respondents who have seen OOH TV’s 66
4.14 Location at which OOH TV’s have seen 67
4.15.1 Respondents recall of ads appearing on OOH TV’s 69
4.15.2 Recall of ads in OOH TV’s 70
4.16 Locations at which LCD Hoarding noticed 72
4.17 The factors the respondents notice in advertisements 73
List of Charts

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Chart No Contents Page No
4.1 Total No. of Respondents 47
4.2 Age group of respondents 49
4.3 Occupation of respondents 51
4.4 Respondents mode of travel 52
4.5 Respondents who all are aware of OOH Concept 53
4.6 Ads noticed by 150 respondents on each ad medium 55
4.7 Ranking of eye-catchy advertisements 57
4.8 List of ads respondents have seen while out of home 59
4.9 Response on seeing an ad while out of home 61
4.11 Respondents blockages in viewing an ad 64
4.12 Respondents time requirement for reading the board 65
4.13 Total no.of respondents who have seen OOH TV’s 66
4.14 Location at which OOH TV’s have seen 68
4.15.1 Respondents recall of ads appearing on OOH TV’s 69
4.15.2 Recall of ads in OOH TV’s 71
4.16 Locations at which LCD Hoarding noticed 72
4.17 The factors the respondents notice in advertisements 74
Executive Summary

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It’s no secret that the current digital era is ushering towards a modern digital economy
where every aspect of life is digitalized. People are more inclined to modern
technologies in daily life. Every digital sign is catching eyes. Accordingly, companies are
shifting their focus to such technologies. In current world people have become sightless
towards the conventional forms of advertisements posted in newspapers, banners, TVs,
posters, etc. In the recent years, man has become a visual creature fascinated towards
images, colors, motion, designs and pictures making their lives colorful.
Pixels vs. print are the new down of the emerging digital ad scenario. Digital ads are
emerging as the gossips of today’s ad market fascinating customers with effective
digital displays are creating a ‘WOW’ factor.
Paying for a brand in this digital world has become a challenge for every advertiser.
Gone are those days when the companies had to catch their prospective customers
through fixed media like TVs and newspapers. The customers have now become mobile
and so have to be approached while they are out of their homes. Therefore, a new form
of digital advertising mechanism targeting customers when they are out of their homes
has emerged most aptly called ‘Out-of-Home advertising’. This enables the companies
to deliver their message at the customers’ doorsteps. Although many forms of outdoor
advertising persist, digital media is tempting marketers and the customers. So

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digital out-of-home advertising is the best medium to communicate and update about
the company products and services in the current scenario. The OOH ads have gained
importance and this is to overcome the two basic challenges in the present digital era
such as competitive edge and consumer responsiveness.
In India the sector is been occupied by major players like Ooh Media, DSN, LiveMedia,
Times Ooh, Tag Media Networks, Future TV, Vu Technologies and the Lakshya Digital.
Industry analysts predict that the fastest growing advertising markets would be Russia
with 22.8% followed by India and Mexico with 21% and 20% respectively.

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Chapter 1
Introduction
Advertising is a form of communication that typically attempts to persuade potential
customers to purchase or to consume more of a particular brand of product or service.

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“While now central to the contemporary global economy and the reproduction of global
production networks, it is only quite recently that advertising has been more than a
marginal influence on patterns of sales and production. The formation of modern
advertising was intimately bound up with the emergence of new forms of monopoly
capitalism around the end of the 19th and beginning of the 20th century as one element
in corporate strategies to create, organize and where possible control markets, especially
for mass produced consumer goods. Mass production necessitated mass consumption,
and this in turn required a certain homogenization of consumer tastes for final products.
At its limit, this involved seeking to create ‘world cultural convergence’, to homogenize
consumer tastes and engineer a ‘convergence of lifestyle, culture and behaviors among
consumer segments across the world’.”
1.2 History of Advertisement
Egyptians used papyrus to make sales messages and wall posters. Commercial messages
and political campaign displays have been found in the ruins of Pompeii and ancient
Arabia. Lost and found advertising on papyrus was common in Ancient Greece and
Ancient Rome. Wall or rock painting for commercial advertising is another
manifestation of an ancient advertising form, which is present to this day in many parts
of Asia, Africa, and South America. The tradition of wall painting can be traced back to
Indian rock art paintings that date back to 4000 BCE.

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As the towns and cities of the Middle Ages began to grow, and the general populace was
unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use
an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a
horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city
square from the backs of carts and wagons and their proprietors used street callers or
town criers to announce their whereabouts for the convenience of the customers.
As education became an apparent need and reading, as well printing developed,
advertising expanded to include handbills. In the 17th century advertisements started to
appear in weekly newspapers in England. These early print advertisements were used
mainly to promote books and newspapers, which became increasingly affordable with
advances in the printing press.
As the economy expanded during the 19th century, advertising grew alongside. In the
United States, the success of this advertising format eventually led to the growth of mail-
order advertising.
In June 1836, French newspaper La Presse is the first to include paid advertising in its
pages, allowing it to lower its price, extend its readership and increase its profitability
and the formula was soon copied by all titles. Around 1840, Volney Palmer established a
predecessor to advertising agencies in Boston. At first, agencies were brokers for
advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency

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to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was
located in Philadelphia.
A print advertisement for the 1913
issue of the Encyclopædia Britannica
In the early 1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios to
consumers. As time passed, many non-profit organizations followed suit in setting up
their own radio stations, and included: schools, clubs and civic groups. This practice was
carried over to television in the late 1940s and early 1950s..
In the early 1950s, the DuMont Television Network began the modern trend of selling
advertisement time to multiple sponsors.
The 1960s saw advertising transform into a modern approach in which creativity was
allowed to shine, producing unexpected messages that made advertisements more
tempting to consumers' eyes.
A recent advertising innovation is "guerrilla marketing", which involve unusual
approaches such as staged encounters in public places, giveaways of products such as

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cars that are covered with brand messages, and interactive advertising where the viewer
can respond to become part of the advertising message. This reflects an increasing trend
of interactive and "embedded" ads, such as via product placement, having consumers
vote through text messages, and various innovations utilizing social network services
such as MySpace.
Advertising is a big business in this era in India. Indian Advertising industry has
witnessed a prominent globalisation. With the inception of various divisions,the
advertising industry has undergone a sea change. Indian consumer's deepening pocket
and blooming markets for ad-spends have touched new heights in India. The Indian
Advertising Companies are creating stories and brand experiences in a way that engages
and involves. The Best Indian site offers the names of the top Advertising Organizations
in India.
1.3 New Media Advertising
Previously advertisements were communicated mainly through various traditional media
like print media, radio and television. However the advertisers have realized that the
traditional media involved very huge expenses consumed a lot of time to reach the target
group and could only reach a small audience base. These disadvantages of the traditional
Medias are the successful factors for the growth of advertising in new media. New media
advertising is any form of advertising that is made through online media, digital media,
mobile media or any other new media.

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New media advertising is the future of the advertising and has been giving new hope for
advertisers. As compared to using the traditional media, advertising through the new
media is cost-effective and has a global reach within split seconds.
1.3.1 Types of new media advertising
New media advertising can be classified into the following categories.
 Online advertising
 Mobile advertising
 Digital advertising
1.3.1.1 Online advertising
It is one of the most important types of new media advertising which basically
uses World Wide Web as one of the important media for communicating the
advertising messages. The web is the biggest possible medium and has the
quickest and the deepest reach throughout the globe. Online advertising involves
several interactive and innovative tools such as banner advertisements, pop up
advertisements, pop under advertisements, interactive blogs, micro sites, online
advertisement- based concept games, quizzes etc. The online advertising market
shoots at Rs. 2.7bn in the year 2007, and has grown by 69%. It is estimated to
reach Rs. 4.8bn by the end of 2008 and Rs.11bn by the end of 2012.

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1.3.1.2 Mobile Advertising
Mobile advertising is the largest trend of advertising for corporate after e-mail
where there is a personalization factor involved. Mobile advertising and other
kinds of non-voice advertising are emerging as the new media of advertising
leaving behind even online advertising. Mobile advertising consists of Push
Advertising, Pull Advertising, SMS, Free SMS Advertising, MMS, WAP, Viral
Advertising and word of mobile/word of mouth. It was seen that about 9.16
million wireless subscribes were added in August 2008. And the total subscribers
base as on that date was 305.24 million which includes wireless subscription for
GSM, CDMA and WLL phones. The latest trends of non-voice communication
usage in the form of SMS, Instant Messaging, e-mail and blogging are also
increasing enormously.
1.3.1.3 Digital Advertising
This is the most liked and preferred type of advertising especially by the younger
generation. The hi-fi graphics and animation lure majority of the target market
audience. A majority of the new-age advertisers use the digital media of
advertising for persuading the target group as it is very attractive. Several
companies are using animated and other digitally developed content in online and
other media to attract the customers. One of the emerging trend in the digital
advertising is digital out-of-home advertising where the introduction of digital
signage, LCD hoarding, OOH TV’s etc.

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1.4 The Purposes of Advertising
Advertisers consider advertising a way to communicate with a particular audience. The
overarching purpose of advertising is to increase an advertiser's revenue and encourage
purchase of the product or service. The more immediate purposes of any particular
advertisement can include: -Awareness of the product category. These are most common
with a new kind of product category, for example, when VCRs became available,
advertisers ran advertisements explaining how VCRs worked and what they could do,
rather than specifically telling consumers to buy a particular brand. The immediate
purpose for these ads is education about the product category - the long term purpose is
to encourage purchase.
Awareness of the brand or product These advertisements are most common when an
advertiser introduces a new product or brand in a category that consumers are already
aware of. For example: - when a company introduces a new flavor of potato chips.
Consumers are familiar with snack foods and chips, but perhaps not this specific brand
or flavor. The immediate purpose is awareness. Ideally, the consumer is then interested
and will engage in trying the product, leading to purchase, and loyalty to the new product
or brand.

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1.5
Asia’s Top
100
Brands

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1.6 Top Advertising Agencies in India:
 Ogilvy and Mather:
This is one of the leading advertising companies in India. This organization
believes that devotion to the brand defines the profile of their company. This
company has offices across the globe. The objective of the company is to build
brands. It is a subsidiary of WPP Group plc. The headquarter of the company is in
New York.
 J Walter Thompson India:
One of the most popular company in the advertising industry is J Walter
Thompson India. Their objective is to make advertising a part of the life of the
consumers. This is also world's best advertising brand with about 200 offices in
90 countries. This company is the first one to introduce pioneer careers in ad for
women,sex-appeal ads and also produced the first ever sponsored -TV program.
 Mudra Communication Pvt. Ltd:
This is one of the renowned advertising company of India. This advertising
organization was founded in the year 1980 at Mumbai. Recently the Ad company
declared the addition of public relations,rural marketing,events etc. The head
office of the company is in Bombay Area.

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 FCB-Ulka Advertising Ltd:
One of the best company in India in the advertising arena is FCB-Ulka
Advertising Ltd. In US ,this advertising company ranks third and tenth in the
world having about 188 offices in 102 countries. Their aim is to reflect the needs
of the brand and not the personality of the brand. It has about 500 professionals
and no prima donnas.
 Rediffusion-DY&R:
This Advertising company of India has made a benchmark in the field of
creativity. India's 5th largest advertising company is Rediffusion. This advertising
agency offers a wide array of integrated pr services for external and internal
communications. The primary strength of the company lies in the media
relations.
 McCann-Erickson India Ltd:
The prominent name among the best advertising companies of India is McCann-
Erickson India Ltd. They define work in relation to the impact that advertising has
on the lives of masses. The testimony of the company in which it firmly believes
is the campaign of Coca -cola-'Thanda Matlab Coca Cola'.
 RK Swamy/BBDO Advertising Ltd:
It maintained the record of remaining consistently among the top ten advertising
agencies in India. Established in 1973,this advertising reached great heights. This

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is also India's No.1 research company in the market sector and is fully run by
Indians. Brand Equity is an integral part of the company.
 Grey Worldwide (I) Pvt. Ltd:
A significant name in India in the world of advertising agencies is Grey
Worldwide (I) Pvt Ltd.The company is primarily based in Mumbai and has
offices in Kolkata, Ahmedabad, Bangalore and New Delhi. It is a subsidiary of
Grey Worldwide. The company specializes in advertising and marketing services.
 Leo Burnett India Pvt. Ltd :
It has a significant presence in about 96 offices in 10 countries. This advertising
agency was awarded the 'Worldwide Agency of the Year' in 2004.They are
proficient in explaining how a single image is worth thousand words and can
break the barriers of language but not at the cost of the ad's emotional power.
 Contract Advertising India Ltd:
This advertising company of India is one of the leading advertising agencies in
India. It is one-to-one customer lifecycle management advertising agency. It was
founded in 1992 and is situated in Mumbai. It offers a wide range of services like
online marketing and strategy and many others.

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Chapter 2
Research Design

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STATEMENT OF PROBLEM
To analyse the consumer responsiveness towards the new trend in the advertising
concept digital Out-of-home advertising.
OBJECTIVE OF THE STUDY:
1. To study about the companies selection of different advertisement mediums.
2. To study about the competitive edge and consumer responsiveness.
3. To study on the influence of OOH on consumers, at the point of purchase.
4. To study about the consumer responsiveness towards the new trend in
advertisement than of the traditional one.
Research Design:
Design of the study tells about the statement of the problem of research, need and
importance of the study, scope of the study and design of the study.
Methodology contains the details about the sampling techniques used like
Explorative research which was the primary method have been followed.
Sample size:
Sample size of 150 respondents will be selected for this study.
Sampling Method:
Simple random sampling has been effective for this study purpose.

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Data Collection:
Data will be collected from both primary and secondary sources of information
1. Primary Source:
All necessary information about the study has been collected from personal
contact and discussion by using of Questionnaire method.
2. Secondary sources
Data will be collected from both internal and external sources such as personal
records, annual reports, broachers , published articles, websites , web links etc.
LIMITATION OF THE STUDY:
1. The study will cover only few sample sizes.
2. The study will be confined only few locations.
3. The study will be constrained due to time limitation.
4. The findings and inferences will be drawn out of the study, reflect only the
existing trends in the industry.

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Chapter 3
Industry Profile
Out-of-home advertising

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New media advertising is the future of advertising and has been giving new hope for
advertisers. As compared to using the traditional media, advertising through the new
media is cost effective and has a global reach within split seconds.
Previously, advertisements were communicated mainly through various traditional media
like print media, radio and television. However, the advertisers have realized that the
traditional media involved very huge expenses, consumed a lot of time to reach the target
group and cold only reach a small audience base. These disadvantages of traditional
media are the success factors for the growth of advertising in new media. New media
advertising is any form of advertising that is made through online media, digital media,
outdoor, mobile media or any other new media. Companies are exploring the new media
for communicating their advertising messages because of its several attractive features
and advantages.
The main advantages that the new media advertising provides most of the companies
around the globe are
 Interactivity
 Innovation
 Visually appealing and attractive

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 Higher ROI
 Minimum expenditure
 Greater and deeper reach
 personalization
Out-of-home advertising (also referred to as OOH or Place-based Media or
interactive digital signage) is essentially any type of advertising that reaches the
consumer while he or she is outside the home (or office). This is in contrast to broadcast,
print, or internet advertising, which may be delivered to viewers out-of-home (e.g. via
tradeshow, newsstand, hotel lobby room), but are more-often viewed in the home or
office.
Place-based media with its ability to arrest attention and get people involved where they
commute, work, and play and socialize is having significantly greater promotional
impact than traditional marketing and advertising media.
Out-of-Home advertising (OOH) (also known as Place-based media or interactive digital
signage) has outpaced the growth of the Internet. This headway is driven by lower
infrastructure costs and the ability to deliver, target and optimize rich interactive media.
With resonant screens in a variety of formats, tagged by unique IP addresses and
powered by built in computers, content can be tailored on the and delivered to respond to
any person within its reach. Dynamic digital content can be shaped by audiences and
events and be integrated in their daily routines more effectively than other media.In
addition to being seen as more interesting and entertaining than most media, digital

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signage advertising is effective as it can foster immediate action. Tactical place-based
merchandising can drive consumer actions based on needs, interest and location. This
explains why this new media is embraced by marketers looking to engage the consumer
with a brand and direct response experience as opposed to simply broadcasting a
message.
Out-of-home advertising, therefore, is focused on marketing to consumers when they are
‘on the go’ in public places, in-transit, waiting (such as in a medical office) and/or in
specific commercial locations (such as in a retail venue). Billboard advertising is a
traditional out-of-home advertising medium, but there has been significant growth in
digital out-of-home advertising in recent years. “Ad spending on these media [in the US]
soared 27% in 2006 to $1.69 billion, with accelerated 28% growth expected in 2007,”
according to industry analyst firm PQ Media. Industry analysts predict that the fastest
growing advertising markets would be Russia with 22.8% followed by India and Mexico
with 21% and 20% respectively.
Beyond being seen as enhancing the consumer experience, place-base media is now
touted as a central component of new retail designs. Cost, size and impact of digital
platforms has ushered us in the era of "retailtainment" with the integration of plasmas
and translucent walls and floors through which dynamic images are projected. Simply
hanging a screen on an empty wall, from the ceiling or on a shelf will no longer do it.

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Integrating interactive digital signage platforms into the framework of multi-channel and
web-to-store strategies create the perfect conditions for the consumer to connect with
brands and be ushered through the last leg of the buying process. Place-based media is
now seen as one of the most effective strategies in the marketing mix because it keeps its
eye on the consumer.
Two of the major US industry associations in this space include the much-older Outdoor
Advertising Association of America, which covers a broad range of traditional and
digital/alternative advertising, and the more-recent Out-of-home Video Advertising
Bureau, which is focused on video/digital networks that combine content and
advertising.
A more-recent concept that is gaining traction is that of ‘place-based media’--i.e., the
concept of a media channel delivered in a specific environment. This term (sometimes
also associated with the concept of ‘alternative media’) has been used by marketing
research organizations, such as GfK, and media organizations covering this market
segment, including Media Week, which has a place-based news channel. Place-based
media is perhaps best construed to be a segment of the larger out-of-home advertising
market, but one difference is that place-based media seeks to deliver both content and
advertising in a singular, sponsored ‘channel,’ whereas out-of-home advertising may not
necessarily carry content.

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Media Total Rs. In Crores, Year to Year % Change and % Share of Media
Source: India Media Forecast 2008, Group M

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The Indian Media market has been on an upswing in the last 5 years and 2007 has been
no exception. What is even more heartening is that the estimates in the TYNY 2007
report, which looked very ebullient at the time, have been met.
New media have grown at high rates in line with their expected potential. However,
traditional media have not been disadvantaged by this, and they have continued to show
strong growth, though their share of the total media pie has expectedly shown a slight
dip.
The main reasons for this are:
• Willingness of emerging advertisers to pay for impact
• Expansion of traditional media into new markets and formats, which is helping
them demand value
• A strong business environment that supports this growth
• Increase in advertisers’ spends on traditional media to maintain status quo and
their willingness to look at new media (which also tend to be cheaper options) to
create differentiation and grab attention
• Shift in focus from conventional target consumers (Housewife, aged 25-
45years),
to include the Male and the Youth, who are the primarily being targeted through
new mediums like Mobile and Internet, and Radio and Niche Publications.

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What remains to be seen is whether recent downtrends at the stock market will moderate
media growth.
3.2 Emergence of OOH Advertisement Concept
A day in consumers life is been analyzed and come up with the conclusion that, most of
the consumers are more mobile these days than any time. As the consumers are out of
home most of the time, the opportunity to have a glance on advertisements has come up
as a priority. Therefore, Out-of-home advertising is focused on marketing to consumers
when they are ‘on the go’ in public places, shopping malls, cafeteria, supermarkets, in
the office buildings, restaurants, fitness clubs, fast food outlets, etc.
In the figure, ‘ a day in consumers life’; we can analyse that except during his sleep at
his home he is out of home and the marketers have analysed this as an opportunity to
attract the consumers on the go. In a detailed analyse when we take the consumers we
can find he/she will be visiting the following places frequently, such as cafeterias,
shopping malls, multiplexes, supermarkets, restaurants. The marketers have analysed
most of the digital forms of advertisements have more to do with the consumers than the
traditional means of advertisements. It will create such an impact in the minds of the
consumers, where in which it reflects at the time of purchase of the products or services.
The advertisements which are in the digital form can make more attractiveness than
normal print or traditional ads.

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For example, people waiting for a bus, riding on the subway or sitting in the stands often
pay much attention to outside advertising.
3.2.1 A day in Consumers life
12:00 PM – 1:30 PM
Having lunch with clients
8:15 AM – 8:30 AM
Leaving to Office
9:00 AM – 9:30 AM
Arrive at office
10:00 AM – 12:00 AM
Meeting with client at office
2:00 PM – 5:00 PM
Out of office, client visits
6:00 PM – 11:00 PM
Dinner with clients at
restaurants or bars or pubs
12:00 PM
Go to sleep
Saturday, Sunday - Visits
shopping malls or watch
movies if no office

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3.3 OOH in India
India is not an exception in the case of OOH as well as digital signage boom. The
reasons behind this are a growth in the organized retail sector and an increase in the
spending of amount on the ads of the companies. The sector is occupied by major players
like Ooh Media, DSN, LiveMedia, Tag Media Networks, Future TV, Vu Technologies,
Times OOH and the Lakshya Digital.
The Indian OOH market is expected to reach Rs.1,700 cr. in 2009. The OOH industry in
India is characterized by a distinct metro skew in market spends where the top 5 metros
constitute nearly 75% of the total spends. A concentration of key target audiences
clusters, better OOH inventory and relatively higher media costs in metros drive this
‘Metro focus’ phenomenon in the India OOH industry.
Through the country with billion plus population with strong global presence took time
to show its presence, it is now charming with growing as market. Initially, the barriers
for the technology were lack of infrastructure and awareness among the retailers and
buyers. But the emergence of organized retail and the development in the infrastructure
had made the retailers and shoppers view digital ads as the natural medium of ads in
India.

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According to Rajiv Agarwal, CEO and Director, ‘The Mobile Store’, “The good news is
that advertising is growing in all media such as print, TV, and outdoor. The overall
advertising pie is expected to grow from Rs. 16,300 cr in 2007 to an estimated Rs.
33,000 cr by 2011. New media such as online advertising and mobile advertising are
increasingly featuring in media plans. Ooh as well as digital ads are also picking up.”
The ‘city beautification’ drive by the Metropolitan Corporations in India is forcing a cull
of
larger format OOH media in India such as Hoardings. Interestingly there is a rise in
development of smaller frequency builder & ambient OOH media such as Pole Kiosks
and Bus Shelters to name but two. Add to that the growing realization amongst site
owners such as Airport Authorities of the potential of advertising as a key revenue
stream and we have a market waiting to grow strongly in the near future.

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OOH as an industry is constrained by the need to deal with multiple levels of authority
across a country, given the very nature of control on the medium. Local authorities are
yet to come up with a long-term plan and are usually not very transparent in their
dealings with vendors.
There exists a
significant
lacuna in
tracking spends
in the medium,
which
currently
functions on
‘best-rate’
deals. Tracking in combination with the audience reach studies could bring in much-
needed credibility and the corresponding growth of the medium. Investments in this
regard have been ad-hoc and have not been encouraging at an industry level, in spite of
moves to roll out the Indian Outdoor Study by the end of 2008.
Key advertiser categories such as Automotive and Financial Services use OOH media
tactically to lend support to local retail channels and dealerships. The need of mobile

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phone operators to penetrate smaller markets where OOH media is more advantageous
than Print and Radio has also contributed to its growth.
The rebound of interest in the OOH space is largely influenced by the growth in time
spent outdoors by the general populace thanks to the rise in local travel and dwell time
caused by traffic congestion and the options to spend time outdoors in places such as
malls, cafés and spaces for public recreation.
3.4 Categories of OOH
 Outdoor Posters
o Billboards/ LCD Hoardings
o Painted Bulletins
o Spectaculars
o Wallscapes
 Arena Posters
 Signage
o Digital
o Neon
 Out-of-home videos
 Transit Advertising
o Bus sings
o Bus Shelter advertisements

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o Street advertisements
o Mobile Billboards
 Aerial Advertising
o Skywritings
 Inflatable
o Balloons
3.4.1 Outdoor Posters. Poster is a
generic name for several different kinds
of outdoor stationary advertisements – billboards, paints and spectaculars.
• Billboards are huge signs placed along highways or on the sides of buildings,
when they most often are intended to be seen by motorists. Sheets of paper or
vinyl are glued onto the billboards, usually for one-month periods. Many
billboards are lighted so they can be easily seen day or night. Advertisers have
found ways to enhance the basic posters, often with the help of computer-
produced images. Some advertisers add snipes to their billboards – strips pasted
over part of an existing billboard so its measure can be updated without the poster
being completely changed.

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• Painted Bulletins or paints are another type of outdoor sign. They are larger than
posters, usually 14 by 48 feet, and because they actually are painted signs they
generally are more permanent than
billboard posters. Most paints are sold
on an annual basis. Permanent paints
are displayed in a single location, most
often along highways, where they
advertise motels, restaurants and tourist
attractions. Rotary paints can be physically moved from one location to another.
• Spectaculars are another type of outdoor poster involving some kind of extra
elements, creatively called extras, to the basic flat rectangular surface of the
poster. For example, some billboards feature 3D elements, such as one for an auto
dealer with blinking headlights or another for a golf course featuring a gint 3D
golf ball. On one billboard, Mothers Against Drunk Drivers(MADD) hung the
actual wreck of a car in which a family had been killed. Extras also may be
sections added on a poster to alter its basic
rectangular shape. Some spectaculars use
computers to add a continuously changing
message to billboards, such as a state lottery
billboard with the amount of the current
week’s payout.

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• Wallscapes. Another outdoor venue is
wall murals or wallscapes, the painted
exterior of buildings leased for
advertising purpose.
3.4.2 Arena Posters. Billboard like
advertisements placed on walls and fences of arenas such as sports stadiums, and ball
parks are called arena posters. Smaller posters are located inside arenas, often hanging in
front of the varirous levels of seating. Some of these posters are computer generated,
allowing for message crawls. Some computer-
generated posters are rotated every few minutes to
provide a sequence of showing during a single public
event.
3.4.3 Signage. Visible and appropriate sings can be
important aspects in an organization’s promotional
program.
Signage includes a variety of stationary
outdoor signs, including signs echanced
by a variety of lighting techniques.
Signage mainly are of two kinds, digital
and neon signages.

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3.4.4 Out-of-Home Video.The category of out-of-home video advertising is one of the
newest additions to the inventory of
promotional vehicles. Out-of-home video
includes the giant video screens on which
some sports arenas and concert hall present
poster like or full video images. Another
example of this tactic is the video wall that
features an ever-moving series of
computer-generated images.
Advertisements in movie theaters that precedes the showing of feature films also fall into
this category. Because of the variety in films, these are easy to target to specific audience
demographics.
3.4.5 Transit Advertising. This includes ads
placed on and inside of public commuter vehicles
such as buses and trains, as well as stationary ads
located on bus shelters and at locations such as
subways and air terminals.
Bus signs are available in several common sizes
for different areas of busses – street-side, curb-

2
side, front or back. Each can target different audiences. Car
cards are sighs placed above the window inside buses and
trains.
Station posters or
dioramas often are small vertical panels located in
subway, train and bus stations, as well as in airport
terminals.
Shelter posters are located in bus shelters.
An advantage of transit advertising is that it can be very specific, focusing on local
organizations and addressed to people who live in a
particular neighborhood. In large cities for example,
shelter and subway signs may be in a language other
than English that is used by a majority of the residents
or they may feature highly specific ethinic images or cultural symbols.
The category of transit advertising also includes mobile billboards, the painted sides of
tractor-trailer or delivery trucks that increasingly are being rented out as advertising
venues.
3.4.6 Arial Advertising.

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Arial advertising includes various vehicles – blimps with signs or computer-generated
scroll messages, airplane tows featuring planes pulling banners over beaches and ball
parks, and skywriting airplanes that trail smoke and write messages in the sky. These
techniques can be particularly effective if a
large number of your target audience is
assembled in a single location.
3.4.7 Inflatables. Air-filled objects
called inflatables are sometimes used as attention-getters. Inflatables range from giant
outdoor balloons with a corporate logo air-filled to simple air-filled characters to
promote the brands in some festivals or so.

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3.6 Application and Business Model
The unique characteristic of OOH is, it allows for the creation of media strategies that
are pertinent to the time, place and audience you target. OOH advertising is a
multipurpose networking system offering imaginary profits to any segment for
organizations and corporations to universities, hotels, local governments, banks,
hospitals, retailers, supermarkets, recreation centers, real estate and architects,
automobile dealers, transport services and agencies, etc. The following are the functional
benefits of ooh networks:
• Advertise to improve sales
• Advertise by third parties
• Enhance customer experience
• Create advertising networks
• Influence customer behavior
• Brand building
• Follow through campaign information to in-store
• Environment enhancing
• Entertainment venue event promotion
• Enhance corporate and business communications
• Educate inform and entertain the customers

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• Disburse information on healthcare facility and education distribution system
• Menu boards in restaurants
• Product information
• Promotions - dayparting or targeting
• Couponing
• Wayfinding
• News headlines, weather, sports
At this point, it become evident to discuss the business model of Ooh advertising that has
attracted public at large. They have developed from the traditional business TVs to
corporate marketing mechanism to an ad media. Many global and local retailers like the
Wall-Mart, Marks & Spencer, Reliance and others have already started using digital
signage to optimize the floor of advertising through targeted customer ads. The basic
business models are :--
 Advertising Network Model
 Captive Network Model
 Outsource Network Model
In advertising network model, the third party provider offers digital ad services to the
customers on behalf of the retailers. The retailer can get rid of the costs and concept of
building and networks. Here generation of ad revenue is the prime objective of the
retailers.

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In captive network model, the retailers usually buy the digital signage ad network to
install and manage at his premises rather than hiring a third party provider.
Outsource network model although seems to be quite familiar with advertising network
model where the network is controlled and managed by third party to operate.
3.7 Deconstructing OOH or Place-Based Media
While OOH may be impacting communication, it is certainly not for everyone. The best
way to assess the potential value of place-based media strategy is to identify the major
components and the rules we believe it must obey to be successful. Here is a checklist of
essential considerations:
Delivering Value. Like all other marketing or communication initiative, the place-based
media offering must be relevant to the consumer, the brand and the location. Finding that
value will dictate all elements of strategy. The key is to keep your eye on the consumer
and remain sensitive to exigencies brought about by the moment and the point of contact
and the role this intervention should play in the buying cycle.
We must not lose sight of the fact that in any of these circumstance digital signage is but
a delivery system for the values you are looking to convey. This requires a clear
articulation of the value proposition in terms of resulting experiences and the options and
rewards the consumer seeks to gain by engaging with such propositions.
Aligning Strategy. Once the strategic goals are identified it is time to align the requisite
resources and actions. Developing and managing a winning place-based media strategy

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will require taking creativity, marketing, and infrastructure out of organizational units
and developing a team with a new sense of ownership: gone should be the internal
conundrum of deciding whether this belong to IT or marketing. This calls for new
champions that can bring together various teams (IT, marketing, purchasing, customer
service, loyalty programs, branding, promotions and many more) and new skills to craft
an effective and integrated digital signage strategy.
It will also require identifying the missing skills and resources necessary to get the job
done: who will create the content; who will manage the system, who will assess
performance.
Expectations. Trepidations can result if the primary objective for the project is based on
untested assumptions and unsound expectations. Losing sight of purpose or micro-
economic considerations will impinge the full potential of this program and render it
inefficacious or fiscally unviable. This is often the case when projects rely solely on
advertising revenue to justify their viability.
The investment of time, money and energy requires that the project be soundly
considered with objective and measurable targets, tested and validated. Measurement
must incorporate new variables such as traffic, audience interactions, dwell times and,
most importantly, sales lift.
One-On-One Digital Channel. Better be ready. The screen constitutes but a node in a
new digital communication channel that is personal to the consumer. It merges with her
phone, her PC and the internet domains she occupies. Interactive digital signage will

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nudge you from broadcasting to building relationships and entertaining conversations.
Your decision to go digital is a ticket to travel in this channel with its attendant
opportunities and responsibilities.
Formats. Development of content and interactive applications for a digital network will
immerse you in whole new world. You will deal with multiple media formats (Flash,
MP2, MP4, AVI,...) and with the integration into other data sources and networks (i.e.
POS or e-commerce). In addition you will compose with new variables which include
aspect ratios, resolutions and transcoding to mention but a few. Be ready to do your
homework.
Infrastructure. Screen size and orientation must be considered. Build out, planning,
costs and implementation planning must be thoroughly considered. This will encompass
wiring, Internet connectivity, peer-to-peer, bandwidth, wireless, FTP, Interface, hosting,
players, maintenance, back up and testing. Infrastructure decisions must also embrace a
plethora of questions which include monitoring and tracking, hardware and peripherals,
reporting, component failures with status push /pull alerts, escalation mechanism,
supplies monitoring, remote monitoring, diagnostic and recovery, and all issues
associated with integrating and upgrading software.
Integrating place-based media screens with payment systems will also raise additional
considerations indigenous to handling payment systems and privacy.
Content. This unique platform calls for the creation of unique content to harness the full
potential of this medium. Content must be molded to fit the digital signage context.

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Blindly repurposing TV spots or web banners will not work. Nothing wrong in
repurposing campaigns developed for other media, but the content will have to be
modified to take into account the particular characteristics of location-base media.
"Engagement" does not mean flashing imponderable amounts of information at
passerbies. Simply provoking eye contact with headlines and sport scores is not
engagement. It may actually result in annoyance or numbness and undermine the impact
of your main message. This can also happen when split screen applications are not in
stasis and overwhelm the audience. Moreover, delivering a compelling and well crafted
branding message that is competing with news and sports will not be welcomed by
advertisers in ad-sponsored models.
Content / Context. You will be surprised how your motion video and adlets when seen
in context can appear different than when in isolation. Optimize contrast, color, size and
motion to deliver a strong message that shore up your branding attributes, and merge
well with the environment in which it will appear. Eye-level signage on a shelf must take
into account this physical setting and the proximity to a plethora of products in a riot of
colors and shapes, and the mindset of the consumer at that point in their shopping
excursion. Consumers will be receptive to brand messages pushed out to them in the
middle of a shopping aisle provided they are perceived as helpful in making an
enlightened decision - the widely accepted rule of thumb supports a 60/40 split.
User Experience. User experience of interactive place-based media bows to new rules,
different from those we honed online. Navigation and usability must be simpler and to

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the point. Browsing must be a synch: you must enlist users to travel down fewer and well
defined paths; touch screens are more intuitive and will require different formats (i.e.
bigger buttons to accommodate finger surfing). Asking for personal information must be
limited to particulars essential to the operation at hand - knowing that additional
information will be gleaned at future moments in the relationship you should be looking
to build. The conversation should not finish at that spot. You must deal with privacy and
intrusion considerations proactively to build confidence and trust. This is paramount
Ad-Sponsored Models. Place-based media is still in its infancy: caution is always the
order of the day when new advertising channels are launched. Ad revenue expectations
must be commensurate with the learning curve ad planners must travel. While many an
agency considers the prospects favorably (in particular in their quest to identify new
channels to compensate for the erosion of reach with traditional media) they need to be
ushered through this new channel. Agencies are interested in ease of planning, buying,
measuring and optimization. In the end it boils down to demographics, size of audience,
ROI and market penetration.
Consider generating case studies, testing and offering pilot programs that provide
constant feedback supported by data and the opportunity to learn of the unique
possibilities of place-based media and interactivity in out of home settings. Make it easy
for brands to experiment. Make it easy to wean ad planers away from the ease of locking
in traditional media.

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Location. Location, Use of sound, length of broadcast clock, sequencing and duration of
messages will produce the unique verve of your digital presence. The dwell time in
public places is different than in a retail environment or the reception area at a doctor's
office. Moreover, sound may not always be appropriate. Best practices suggests that the
length of advertorial messages imbedded in your loop should not be more than eight to
15 seconds, and should be parsed with content that is relevant and entertaining.
Management System. Identify the right application and software to deploy, monitor and
manage remotely your network. Features to consider include: data integration, content
management, scheduling, dayparting, business rules, micro targeting and measurement.
The system should have the power to deliver different messages or applications to
different areas of a venue such as departments of a store or gates at an airport.
Compliance. Compliance with federal and relevant state regulations should not be
overlooked. It is fair to say that the body of law that is seeking to regulate this area is not
clear and should be closely examined with the help of legal counsel. For instance the
Americans with Disabilities Act contemplates a series of measure that create new
obligations for interactive screens. You should not assume that interactive signage can
dodge the rules set out for websites.
Measurement technologies. New measurement applications that tally length of eye
contact and gender will shape the use of this medium, and forever impact expectations
and standards. The aggregated data can be further distilled to assess consumer's
propensity to buy, attitudes and practices with place-based media. Effective mining and

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manipulation of this data can lead to developing models and scripts that can be triggered
in real time and will guide strategy.
Impressions. CPM pricing still dominates as the core metric of performance. However
we must be careful that we are all singing from the same playlist: make sure you line up
your definitions as terms such as CPM, gross impression, net impressions, recall, ad
view, opportunity to see may all refer to different concepts.
Mobile-Driven Signage. The most effective way to afford interactivity to your public
space marketing campaigns is by combining online and mobile dimensions with place-
based media. The right enticements at the right place can generate surprising responses:
audiences will gladly engage in any clever campaign and surrender basic information
(phone numbers and email addresses) as consideration for an incentive. This was
recently underscored in a study where over 50% of respondents were disposed to sending
a text message in response to digital signage advertising.
Mobile marketing is still in a nascent tentative stage but it can already boasts a long track
record of proven merchandising tactics and successful campaigns that entice and engage
despite standardization and scale challenges. This was handsomely demonstrated in
Times Square where LocaModa brought audiences to respond to dynamic media and
generate their own rich content in a public setting. As mobile marketing matures and
transcends barriers audience size will come.
The Players:

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The Indian OOH market, currently, has a 3-4 tiered model that encompass the OOH site
owners, vendor/concessionaires, specialist OOH agencies and ultimately the OOH
advertisers themselves. There is a 3:2 split between the unorganized and organized
concessionaires leading to a fragmented market where pan-Indian concessionaires have
yet to emerge on the merit of their strong portfolios. International concessionaires are
making slow inroads into the Indian OOH market by wining tenders on the back of their
technical expertise. JC Decaux winning the Bangalore Airport tender is a case in point.
3.8 The Future:
The medium will continue to grow on the back of changes in inventory. Given its long
history, advertisers don’t seem to scrutinise its efficacy as closely as they do emerging
media. Any new information on how this medium really works at the consumer level
could change the way players look at the space.
OOH advertisers led by cellular operators, TV channels, print media and organized real
estate developers are expected to up the ante as the competition literally spills over to the
streets. The burgeoning of mall spaces as well as the modernization and expansion of
existing infrastructure is bound to increase over the next 5 years when the Airports
Authority of India plans to refurbish over 35 airports in India.

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Chapter 4
Data Analysis and Interpretation

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Table – 4.1
Total No. of respondents
Gender
Respondent
s
Percentage
Male 97 65%
Female 53 35%
Total 150 100%
Inference
The maximum respondents are of male population with 65% and females constitute only
35%
Chart – 4.1
Total No. of respondents

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Table – 4.2
Age group of respondents
Age Respondents Percentage
Less than 19 19 12.7%
20 - 30 64 42.7%
31 - 44 37 24.7%
45 - 60 26 17.3%
60+ 4 2.7%
Total 150 100%
Inference

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Out of the total respondents 83 are of the age group below 30, 37 respondents in the age
group of 31 – 44, 26 respondents in the age group 45 – 60 and 4 respondents above 60.
The maximum respondents are from the age group of below 30 with 55.3%, so it can be
clearly seen how the new generation are watching the changes in the new trends around
which they live. It’s also seen that, working class in the societies who are above the age
group 31 are also participated in the survey and can analyse how their view point
towards the new trends in the advertisement mediums.
Chart – 4.2

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Age group of respondents
Table – 4.3
Occupation of respondents

2
Job description Respondents Percentage
Managerial 17 11%
Professional 71 47%
Student 34 23%
Owned Business 12 8%
Retired 3 2%
Unemployed 2 1%
Home Maker 4 3%
Others 7 5%
Total 150 100%
Inference
The respondents are from the various backgrounds of the society. Out of which
professionals, students and managerial constitute the highest percentages with 47%, 23%
and 11% respectively. This helps to analyse how different people with different job
description analyse the advertisements, and their view towards the change in the new
trends in advertisements.

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Chart – 4.3
Occupation of respondents
Table – 4.4
Respondents’ mode of travel
Travel Respondents Percentage

2
Own Vehicle 64 43%
Company Cab/Bus 43 29%
Public Transport 26 17%
Others 17 11%
Total 150 100%
Inference
Most of the respondents wish to travel by their own vehicle. A less percentage of
respondents are using public transport and other medium of transportation out of the total
respondents. The respondents who use their own vehicle for transportation constitutes
43% and uses company cab/bus constitute 29% where as public transport and other
mediums of transport constitute 26% and 17% respectively.
Chart – 4.4
Respondents’ mode of travel
Table – 4.5

2
Respondents those who are aware of out-of-home advertising concept
Aware of OOH Concept Respondents Percentage
Yes 59 39%
No 91 61%
Total 150 100%
Inference
From the above table we can see that, out of the total respondents only 59 respondents ie,
39% only heard about the out-of-home concept. Majority of the respondents are not
much aware of the new trend of advertising concept, even thought they have seen these
types of advertisements, the concept ‘out-of-home’ is not much popular.
Chart – 4.5
Respondents those who are aware of out-of-home advertising concept

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Table – 4.6
Ads noticed by 150 respondents on each ad medium
Noticed ads Respondents
Hoardings/Billboards 146
Neon Signage advertising 119
Digital Signage advertising 132
Flyers 93
Point of Sale display 129
LCD Hoardings 127
Inflatables 92
Bus advertising 123
Bus Shelter advertising 112
Sky Writing 67
Street advertising 116
Inference
Some of the outdoor advertisements mainly called as out-of-home advertisement, that are
noticed by the respondents are given in the table. Out of which hoardings are the most
viewed advertisement mode by the respondents followed by digital signage, LCD
hoardings, street advertisements and bus advertisements. Still the hoardings constitute
the maximum viewed medium of advertisements. As the respondents are ‘on the go’, its
one of the best mode of advertisement that can attract the consumers.

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Chart – 4.6
Ads noticed by 150 respondents on each ad medium

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Table – 4.7
Ranking of eye – catchy advertisements
Eye Catchy ads 1 2 3 4 5 6 7 8 9 10 11 Rank
Hoardings/Billboards 49 22 18 16 12 9 8 7 3 4 2 1
Neon Signage advertising 9 13 14 23 18 14 13 12 11 12 11 4
Digital Signage
advertising
11 14 16 14 22 16 17 12 11 8 9 5
Flyers 5 16 13 16 8 7 4 8 16 34 23 10
Point of Sale display 13 11 19 13 17 14 16 15 12 11 9 3
LCD Hoardings 12 24 15 9 18 19 12 9 12 12 8 2
Inflatables 9 9 14 8 9 9 11 14 31 23 13 9
Bus advertising 12 8 7 11 17 33 19 13 12 11 7 6
Bus Shelter advertising 9 12 11 16 9 9 13 31 17 6 17 8
Sky Writing 8 13 8 11 8 11 11 12 14 17 37 11
Street advertising 13 8 15 13 12 9 26 17 11 12 14 7
Total
15
0
150 150 150
15
0
15
0
15
0
15
0
150
15
0
150
Inference
Hoardings/billboards ranks the highest in eye – catchy advertisements and where as sky
writings ranked the least. And more over most of the respondents are not much aware of
the sky writing advertisement mode and flyers. In Bangalore also if we look around, we
can see that most advertisements that we can see is of hoardings followed by neon
signage, LCD hoardings, digital signage, point of sale display etc. It’s the attraction
which makes the advertisement more catchy which in turn helps the consumers to
recollect the advertisements and enables the identification of brands easily.

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Chart – 4.7
Ranking of eye – catchy advertisements

2
Table – 8
List of advertisements the respondents have seen while they are out-of-home
Noticed Ads Respondents
John Players 18
Reebok 29
Levis 27
Nokia 31
Tata Indicom 20
Pepsi 26
Aircel 12
Ford 14
Planet M 3
Dell 16
Times Now 19
Kingfisher Airlines 21
Toyota 4
ING Vysya 2
Scoda 13
Honda Civic 14
Himalaya 4
Cadbury 21
Apple 11
Viedeocon 1
Neo Sports 26
Idea 11
Parle 13
Airtel 32
IBM 8
9x 9
Panasonic 7
Thomas Cook 11
Wonderla 33
Vodafone 27

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Inference
Some of the advertisements that the respondents recalled are given in the table, out of
which Airtel, Vodafone, Cadbury, Wonderla, Reebok, Pepsi, Nokia etc. are the ads
which most of the respondents recalled.
Chart – 8
List of advertisements the respondents have seen while they are out-of-home

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Table – 4.9
Response on seeing an advertisement when out-of-home
On seeing an ad Respondent Percentage
Will watch it fully 79 53%
Have a quick glance 55 37%
Will not pay much attention 16 11%
Total 150 100%
Inference
Most of the respondents try to watch the advertisements fully even when they are out-of-
home with a total respondents of 79 which constitutes 53% of the sample population and
55 respondents ie, 37% will have a quick glance but only 11% ie, only 16 respondents
are not paying much attention on the advertisements that they see. So it can be clearly
analysed that 89% of the sample size wishes to watch the advertisements even fully or a
quick glance.

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Chart – 4.9
Response on seeing an advertisement

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Table – 10
Respondents brand choice on Mobiles, Mobile Services, Sports Shoe and Laptops
Mobile Respondents Percentage Mobile Services Respondents Percentage
Nokia 41 27% Airtel 36 24%
Sony Ericson 27 18% Vodafone 43 29%
LG 21 14% Reliance 26 17%
Samgsung 9 6% BSNL 11 7%
Motorola 14 9% Spice 18 12%
Reliance 23 15% Aircel 9 6%
BlackBerry 4 3% Others 7 5%
HTC 2 1% Total 150 100%
Others 9 6%
Total 150 100%
Sports Shoe Respondents Percentage Laptop Respondents Percentage
Reebok 34 23% Lenovo 17 11%
Nike 23 15% Sony 15 10%
Adidas 27 18% Dell 23 15%
Puma 19 13% HCL 11 7%
ID 12 8% HP 43 29%
Woodlands 26 17% Compaq 29 19%
Others 9 6% Others 12 8%
Total 150 100% Total 150 100%
Inference
Respondents have given their choices about their brands in the following categories of
mobile, Sports show, laptop, mobile services etc.

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Table – 4.11
Respondents’ blockages in viewing an advertisement while out-of-home
Blockages in Viewing Ad Respondent Percentage
In a moving vehicle 42 28%
In the traffic 36 24%
Not interesting product/services 37 25%
Not attractive 35 23%
Total 150 100%
Inference
Most of the respondents blockages in viewing an advertisements is because as there were
in a moving vehicle. Out of the total respondents 28% have responded to the same
reason. Other reasons which highlights are products/services that are not interesting and
which are not attractive ones. Even when in the moving vehicle and in traffic, the
respondents are not fully involved in viewing the advertisements which are been
displayed. These factors will distract them from not viewing it fully. The respondents
who have given the reasons for not viewing the advertisement are as they are in moving
vehicle or in traffic constitute the major percentage with 52%.

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Chart – 4.11
Respondents’ blockages in viewing an advertisement while out-of-home
Table – 4.12
Respondents time requirement for reading the board

2
Time for reading an Ad board Respondent Percentage
Less than 30sec 49 33%
30 sec - 1min 78 52%
More than 1 min 23 15%
Total 150 100%
Inference
The maximum respondents’ time requirement for reading a board is between 30 sec to 1
min. Out of 150 respondents 101 respondents take much time to read the board. From
this we can analyse that the respondents who are not in a quick move are watching the
advertisements, than which all are travelling and more over they are watching the
advertisements in a better way.
Chart – 4.12
Respondents time requirement for reading the board
Table – 4.13

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Total No. of respondents who have seen OOH TV’s
Seen OOH TV's Respondent Percentage
Yes 93 62%
No 57 38%
Total 150 100%
Inference
It’s understood that 62% of the respondents started watching the new OOH Video and
are much aware of the new media advertisements. They think its one of the best way of
conveying the advertisement message through the new media advertisements as its one
of the eye - catchy advertisements.
Chart – 4.13
Total No. of respondents who have seen OOH TV’s
Table – 4.14

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Locations at which OOH TV’s have been seen
Locations Respondents
Cafeteria 76
Multiplexes 67
Residential Complex 17
Shopping Malls 88
Office Buildings 61
Health Clubs 23
Inference
From the above table we can see, out of the total respondents of 93 maximum No. of
respondents have seen the OOH TV’s at shopping malls after that in cafeteria and in
multiplexes and in office building. It’s clearly understood that, most of the respondents
observes the advertisements through OOH TV, when they are in a relaxed mood. So it’s
seen that, the maximum respondents have given the option as shopping malls and after
that only cafeteria and multiplexes. Consumers in their relaxed mood are more likely to
notice the advertisements than their busy day to day activities.

2
Chart – 4.14
Locations at which OOH TV’s have been seen
Table – 4.15.1

2
Respondents recall of ads appearing in OOH TV’s
Recall on Ad Respondents Percentage
Yes 72 77%
No 21 23%
Total 93 100%
Inference
Out of the 93 respondents those who have seen ooh tv’s out of the total respondents 150,
77% are able to recall the advertisements that are been shown in the OOH TV’s.
Chart – 4.15.1
Respondents recall of ads appearing in OOH TV’s
Table – 4.15.2

2
Recall of ads appearing in OOH TV’s by respondents
Noticed Ads Respondents
Airtel 14
Times Now 6
Kingfisher Airlines 8
Honda Civic 4
Himalaya 4
IBM 2
Nokia 11
Tata Indicom 3
Idea 7
Parle 4
Pepsi 13
John Players 4
Reebok 8
Levis 3
Aircel 7
Ford 8
Panasonic 7
Thomas Cook 6
Wonderla 9
Vodafone 8
Toyota 4
ING Vysya 2
Planet M 3
Dell 7
Cadbury 11
Apple 3
Viedeocon 1
Neo Sports 4
9x 9
Scoda 6
Inference
Some of the advertisements that the respondents recalled are given in the table, out of
which Airtel, Vodafone, Cadbury, Wonderla, Reebok, Pepsi, Nokia etc. are the ads
which most of the respondents recalled.

2
Chart – 4.15.2
Recall of ads appearing in OOH TV’s by respondents

2
Table – 4.16
Location at which LCD Hoarding been noticed
Locations
Respondent
s
Percentage
MG Road 64 43%
Minsk Square 41 27%
Others 26 17%
Not Seen 19 13%
Total 150 100%
Inference
The newly installed LCD Hoardings in locations like MG Road and Minsk square in
Bangalore are gaining attention of the motorist. Among which MG Road location is
having the maximum attention with 43% and where in Minsk square gaining attention of
27% respondents, but only 13% of the respondents haven’t seen LCD hoardings.
Chart – 4.16
Location at which LCD Hoarding been noticed

2
Table – 4.17
Factors the respondents notice in an advertisement
Factors will Notice in ad ad 1 2 3 4 5 6 Rank
Brand 28 56 29 16 9 12 2
Presentation Style 44 22 19 34 17 14 1
Caption/Punch line 17 18 21 13 39 42 6
Usefulness 28 29 41 12 23 17 3
Product/service offerings 19 12 26 46 10 37 4
Compare with complimentary
products/services
14 13 14 29 52 28 5
Total 150 150 150 150 150 150
Inference
The factors that the respondents notice in an advertisements are ranked from 1 – 6, and
it’s clearly seen that most of the respondents thinks the presentation style makes an ad
more noticeable. Then they will go fro the brand and usefulness and the product/ service
offerings.

2
Chart – 4.17
Factors the respondents notice in an advertisement
Chapter 5

2
Findings, Suggestions &
Conclusion
Findings
 Outdoor marketing is growing faster than internet marketing and is further
expected to increase.
 The conventional ad spending of the companies are shifting to digital ads.
 In India big players in outdoor advertising like Ooh media, Times Ooh, Vu
Technologies, Future TV, Lakshya digital etc. are vying into offer digital signage
and OOH TV networks.

2
 Many retail firms have already started using digital signage to offer their products
by cutting costs on the static ads by revamping their outlets and posting.
 There is a bursting growth about the grilling of digital signage from companies,
marketers, advertisers, customers, retailers and others.
 New exhibitions, awareness programs, portals are emerging to pop the importance
of the digital signage and digitalized ads every now and then.
 The impact of digital signage ads is more superior and effective than the
traditional ones, the lower maintenance costs and higher revenues with minimum
hardware costs are also adding to its growth.
 Digital signage’s and digital ads have become increasingly affordable in the
current times of recession and economic downturn.
Suggestions
 Installation of LCD hoarding in different locations causing slow moving of traffic
and distractions while driving, so its recommended to have a legal frame work
before allowing the players to install the hoardings in the busy locations, for
avoidance of traffic jams and accidents.

2
 LCD hoarding installed in Bangalore have Rs. 30lack per month only, which is
very cheaper when compared to print media. (Time of India front page quarter
page colour ad 400 cm sq * Rs. 2500 = Rs.10,00,000 for one single day)
 Prime time can be redefined according to the target group, for example in BPO’s
and ITEs companies, the prime time is at 2:00am as they having shift breaks.
These segments where conventional Medias are unable to reach OOH’s can
advertise the dark target segments effectively.
 The prime time advertising cost in OOH TV’s as well as in LCD hoardings can be
increased.
 Outdoor ads especially the digital ads, helps the advertisers to capture the minds
of the consumers, so the attraction of the ads are very much important.
 Segmentation of the target group can be possible, for example: - if the
advertisement need to target towards the Sec A and A+ of the society, it can be
showcased in Airports, upmarket restaurants, corporate parks, multiplexes, airport
buses etc, where the target group frequents.
Conclusion
21st
Century is most popular for its advanced technologies like IT, Internet and other
digital applications which are sophisticated and have revolutionized advertising in a
modern context suiting the lifestyle and preferences of the target market. Instead of
going for traditional modes, corporate are opting for online, digital, outdoor and mobile

2
and several other new media for advertising. Now-a-days majority of the organizations
are focusing on reducing advertising expenditure and budgets drastically and are
switching over to new media advertising from the traditional media as it is very cost-
effective.
From the project it’s analysed that, the consumers are getting more attracted towards the
digital advertisements than the traditional advertisement mediums. The colour
combinations and presentation style makes the digital advertisements more memorable
one.
At the end, it needs to further prove its effectiveness in many of the developing countries
like the Internet; digital ads are yet to be accepted as the effective advertising medium in
today’s world. Developing a new prototype means showing a new path to companies and
public to connect to the changing world with the aid of the traditional perceptions.
Whether traditional or modern, any ad has to communicate, motivate, generate revenues
and attract customers.
Bibliography
Books
 Philip Kotler, Marketing Management 12e, Prentice-Hall, 2007

2
 David Ogilvy, Ogilvy on Advertising, Knopf, 2006
 William F. Arens & Courtland L. Bovee, Contemporary Advertising, Irwin, 2006
 O’Guinn, Allen & Semenik, Advertising & Integrated Brand Promotion 4e,
Thomson, 2007
 Wells, Moriarty & Burnett, Advertising Principles & Practice 7e, PHI, 2008
 David L. Luck & Ronald S. Rubin, Marketing Research 7e, PHI, 1998
 Dhruv Grewal & Parasurama, Marketing Research, Biztantra, 2004
Magazines
 CV Krishna, New Media Advertising- new hope for advertisers Pg 24 – 28,
Advertising Express, February 2009
 GP Chaithanya, Digital Signage – An approach to Out-of-home advertising pg 12
– 18, Advertising Express, January 2009
 Priyanka Rawal, Advertising – Communication at its best, pg 24 – 30, Advertising
Express, January 2009
Websites
 www.wikipedia.org
 www.oohmedia.com
 www.adsoutdoor.com
 www.timesooh.in
 www.ovab.org
 www.cbsoutdoor.com
 www.oam.net
 www.timesofindia.com
 www.matrixmediaservices.com

2
 www.srds.com/frontMatter/ips/out-home/index.html
 www.dnaindia.com
 www.pqmedia.com/alternative-out-of-home-2007.html
 www.oaaa.org/about/
 www.ovab.org/mission.html
 www.gfkamerica.com/practice_areas/roper_pam/placed_based/index.en.html
 www.mediaweek.com/mw/news/out-there/place-based/index.jsp
Annexure
Questionnaire

2
Sir/Madam,
I, Jayjeeth C Thomson, presently pursuing MBA at Administrative Management College
Bangalore, am currently doing a project as part of my academic requirements. The project titled
‘A study on the new trend in the advertising concept – OOH (Out-of-home advertising)’. I
kindly request your valuable responses for the analysis part. So, I request you to kindly help me
in successful completion of the same. I assure you here that all the responses will be utilized
strictly for academic.
1) Personal Information:
Name……………………………………
Male Female
2) Age
<19 20-30 31-44
45-60 60+
3) Which of the following describes your job
Managerial
Professional
Clerical
Skilled Trades
Own Business
Student
Retired
Unemployed
Home maker
Others_________________________
4) How you travel from your home to work place / office and back
Own Vehicle Company Cab/Bus Public Transport Others______
5) Have you heard about Out-of-home(OOH) Advertising Concept

2
Yes No
6) Which of these advertisements have you noticed
Hoardings/Billboards Flyers Digital Signage advertising
Point of Sale display Inflatables Neon Signage advertising
Bus Shelter advertising Bus advertising LCD Hoardings
Street advertising Sky writing
7) Rank according to the eye catchy advertisements
Hoardings/Billboards Flyers Digital Signage advertising
Point of Sale display Inflatables Neon Signage advertising
Bus Shelter advertising Bus advertising LCD Hoardings
Street advertising Sky writing
8) List some of the advertisements that you have seen these days, when you are Out-of-
Home
………………… ………………………. ……………………
………………….. ……………………….. …………………….
9) Once you see an advertisement
Will watch it fully
Have a quick glance
Will not pay much attention
10) Can you list out any brands which comes to your mind when you thinks about the
following (Mobile, Mobile service, Sports shoe, Laptop)
………………… ………………………. ……………………
………………….. ……………………….. …………………….
11) Which all are the reasons behind, for not noticing the advertisements properly (blockages
in viewing advertisements)
In a moving vehicle Not interesting product/services

2
In the traffic Not attractive
12) How much time you will take to read the board?
Less than30sec 30 sec-1min More than 1 min
13) Have you seen OOH TVs?
Yes No
14) Which all locations you have seen the OOH TV’s?
Cafeteria Residential Complex Office Building
Multiplexes Shopping Malls Health Clubs
15) Can you recall any ads appearing in OOH TV’s?
a. Yes No
b. If yes ………………… ………………… ………….
16) Rank the factors that you will notice in an advertisement
Brand
Presentation Style
Caption/Punch line
Usefulness
Product/service offerings
Compare with complimentaryproducts/services
17) Where all in Bangalore you have noticed LCD hoarding?
M.G. Road Minsk Square Other Locations
Not Seen

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