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

Sheetal Chadda By Rounak Bhadani

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

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

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

OBB,C&I?, OF &8, S&U%C

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

communicational goals including consumer a$areness acce(tance (reference and actions. %etermining ho$ $ell the OO8 media market is a#le to ignite consumer interest to act and learn more a#out the (roduct. .ssess consumers= reaction to OO8 media market and e-(lore $hether the ads communicate #rand message to consumers.

R,S,.RC8 M,&8O%O<OGC
RESEARCH P A! Researc" #esi$n: &he research $ill #e carried out in the form of a sur)ey $hich $ill #e done in areas near to %elhi 9NCR region:. Sample #esi$n % Si&e: &he target (o(ulation for our study is indi)idual customers as $ell as OO8 media market (layers. &he sam(le $ill #e selected #y a sim(le random sam(ling method. Sam(le si+e $ould #e /00 for consumer and 3 to /0 for marketer.

#A'A CO

EC'(O! P A!

Primar) #ata &his study in)ol)es data collection 9(rimary research: from different consumers and ad)ertising agencies in four different areas %elhi Farida#ad Gurgoan and Noida. Secondar) #ata &he research conducted as a (art of our study $ould include !rimary as $ell as Secondary research. !rimary research $ould include a sur)ey that $ould #e conducted in selected localities of %elhi and near#y areas $here the res(onses of consumers and ad)ertising agencies $ould #e recorded through a designed >uestionnaire. Secondary research $ould include )arious as(ects of OO8 media market through Internet Bournals com(any re(orts e-(ert )ie$s etc. ME'HO O#O*+ &he research $ill #e carried out in the form of a sur)ey. &his $ill include (rimary research in addition to secondary research as stated #elo$. &he sur)ey research method $ill #e descri(ti)e research design. ,ach res(ondent $ill #e inter)ie$ed through a Duestionnaire. &he sam(le $ill #e selected #y a sim(le random sam(ling method.

&,N&.&I?, C8.!&,R !<.N

/. !R,F.C, 2. .CENO'<,%G,M,N& 5. &.B<, OF CON&,N&S 6. ,F,CU&I?, SUMM.RC 3. IN&RO%UC&ION A. <I&R.&UR, R,?I,' A./ 8istory

A.2 ,)olution A.5 Current scenario A.6 &rends and issues A.3 Industry analysis A.A Ma"or (layers A.7 Inno)ations 7. R,S,.RC8 M,&8O%O<OGC 7./ O#"ecti)e of the study 7.2 Sam(le %escri(tion 7.5 Sam(le segregation 4. .N.<CSIS .N% IN&,R!R,&.&ION OF !RIM.RC %.&. G. R,SU<&S .N% FIN%INGS /0. IM!<IC.&ION OF R,S,.RC8 FIN%INGS //. SUGG,S&IONS /2. <IMI&.&IONS /5. CONC<USION /6. <IS& OF &.B<,S .N% F<O' C8.R&S /3. BIB<IOGR.!8C

,-ES'(O!!A(RE .OR CO!S-MERS #isclaimer: / I am a student of Guru Nanak Institute of Management Ne$ %elhi (ursuing !G%M in Marketing. I am conducting a research on Effectiveness of Out Of Home Media Market: An Empirical Examination0 For conducting this research I need the res(onse from consumer on outdoor ad)ertising 9.ny form of ad)ertising )isi#le in the outdoors on #us metro rail$ays street e.t.c.:. &he information gi)en #y you $ill #e used entirely for the research (ur(ose only. PAR'/A /. 8o$ much time do you s(ent outside of your homeH .ns. .. 0*6 8r B. 6*4 8r C. 4*/2 8r %. More than /2 8r 2. 'hat is your mode of trans(ortationH .ns. .. !ersonal )ehicle B. Bus C. Metro %. Others 5. .re you a$are of Outdoor .d)ertising #y the com(aniesH .ns. .. Ces B. No 6. 8o$ many ad)ertisements including outdoor ad)ertisement do you come across dailyH

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

a. Outdoor ad)ertisements are eye*catching. #. Outdoor ad)ertisements increase your a$areness. c. Outdoor ad)ertisements are a#le to ignite your interest to act. d. Outdoor ad)ertisements differentiate the #rand. e. Outdoor ad)ertisements are memora#le. f. Outdoor ad)ertisements are easy to understand. PAR'/1 !,RSON.< INFORM.&ION Name;*KKKKKKKKKKKKKKKKKKK .ge;*KKKKKKKKKKK... Se-;*KKKKKKKKKK Occu(ation;*KKKKKKKK Income;*KKKKKKKKKK. 'HA!2 +O-3

,-ES'(O!!A(RE .OR A#4ER'(SER

#isclaimer: / I am a student of Guru Nanak Institute of Management Ne$ %elhi (ursuing !G%M in Marketing. I am conducting a research on Effectiveness of Out Of Home Media Market: An Empirical Examination0 For conducting this research I need the res(onse from ad)ertiser on outdoor ad)ertising. &he information gi)en #y you $ill #e used entirely for the research (ur(ose only. PAR'/A /. %o you make outdoor ad)ertisement for your clientsH .ns. .. Ces B. No 2. 8o$ many outdoor ad)ertisement you make in a month for your clientsH .ns. .. 0*/0 B. /0*20 C. 20*50 %. More than 50 5. 'hat is the (ro(ortion of e-(enditure made #y the clients for outdoor ad)ertisementH 9 In 1: .ns. ..0*7 B. 7*/6 C. /6*2/ %. More than 2/ 6. Rate the follo$ing media )ehicles. 9/*3: Ilo$ to highJ

.ns. .. &? Commercial B. ,)ents and S(onsorshi( C. !rint ad)ertisement

%. Outdoor ad)ertising ,. Internet ad)ertising

3. Rate the follo$ing forms of outdoor ad)ertising 9/*//: Ilo$ to highJ

a. Bill#oards #. Street furniture c. .uto (anels d. .uto ta(es e. Signage at #us f. Street centre kiosks g. &raffic island signage h. Road centre median signage i. 'all (aintings ". 8uman ad)ertisement k. ?ideo screen at sho(

A. Check your le)el of agreeness for the follo$ing statement. !lease check only our res(onse for each statement on to the rank of / to3. / 2 5 6 a. Outdoor ad)ertisements are eye*catching. #. Outdoor ad)ertisements increase #rand a$areness. c. Outdoor ad)ertisements are a#le to ignite consumer interest. d. Outdoor ad)ertisements are cost effecti)e. e. Outdoor ad)ertisements differentiate the #rand. f. Outdoor ad)ertisements (ro)ide inno)ati)eness to the marketer. g. Outdoor ad)ertisements (ro)ide fle-i#ility to the ad)ertiser. h. Outdoor ad)ertisements are easy $ay to con)ey. 7. %o you think the market needs to #e more organi+ed for outdoor ad)ertisementH .ns. ..Ces B.No 4. Is the role of go)ernment satisfactory in regulating this sectorH .ns. .. Ces B. No

PAR'/1 COM!.NC INFORM.&ION Name of the com(any;*KKKKKKKKKKKKKKKKKKKKKKKKKKK .ddress;*KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK Contact (erson name and %esignation;*KKKKKKKKKKKKKKKKKKKKK Contact Information;*KKKKKKKKKKKKKKKKKKKKKKKKKKKK 'HA!2 +O-3

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htt(;LL$$$.#usinessdictionary.comLdefinitionLoutdoor*ad)ertising.html htt(;LL$$$.outdoor#ill#oard.comLstructuresMother.htm htt(;LLtele)isionad)ertising.$ord(ress.comL200GL/2L//Lty(es*of*ad)ertising* suiting*(resent*scenarioL