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Our Bureau

Mumbai, Oct. 13 Almost 90 per cent of the audience recalled any ad being played on the OOH (Out of Home) TV screens, revealed the first large-scale research conducted in this medium — OOH Metrics.

The research was the result of an initiative taken by OOH TV Media (India) and the Nielsen company which spanned 6 markets with a sample size of 14,754 in 175 locations.

The other findings of the survey showed that the average weekly reach of the OOH Network in Mumbai, Delhi, Bangalore and Pune stood at a traffic count of 54.6 lakh. Besides, 60 per cent of the audience across these metros visiting the OOH network comprised SEC A.

At a press conference, Mr Ishaan Raina, CEO, Out-Of-Home-Media, said, “The top advertisers in this medium were telecom companies followed by other categories such as media and consumer durables. However, finance companies have dropped their ad spends, facing a squeeze on their margins.”

Pegging the OOH Digital industry at a conservative Rs 150 crore, with eight companies in the fray, Mr Raina predicted that the medium will become larger than the radio and the Internet in the future, with growth rates hovering between 15-20 per cent in the next 3-4 years.

With telecom companies (both software and hardware) comprising the majority advertisers in the OOH digital medium, FMCG companies are also expected to join the list in future.

As Mr Raina said, “The FMCG biggies have been conservative and are waiting for this medium to mature. However, we are sensing a shift and barring ITC, which is an aggressive advertiser, there will be FMCG players joining this medium.”

Besides, regional advertisers have shown adequate interest in this medium and so have automobile and retail players, observed Mr Raina.

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