Outdoor Strategy with

Scientific Planning Approach

Effective Outdoor Advertising

6Seconds

Less is Ideal

Get Noticed

Plant the Seed

More is Better

Smart but not too clever

Don’t Say It, Show It

Effective Outdoor Media Parameters

OUTDOOR MEDIA

Visibility

Angle

Clutter

Deflection

Obstruction

Elevation

Effective Outdoor Media Parameters

OUTDOOR MEDIA

Good Visibility

ProperAngle

Less Clutter

No Deflection

No Obstruction

RightElevation

Outdoor Advertising Strategy

Branding

Influencers / Chanel Partners

Direct Customer /

Buyers

OOH approach for Automobile • Covering relevant geographies meaningfully

– Good residential pockets and Prominent work locations

– Major travel paths and traffic junctions

• Attain impact within optimal budgets– The right mix of high impact high value sites with focused Targeting

– Time the shifts in such a manner that the regional coverage is achieved

in a focused manner and to satisfy channel partners

Catchment Area ‘A’ for Mr. Anand

Catchment Area ‘B’ for Mr. Anand

Targeting Audience

Target group can be targeted at two catchment areas , Primary catchment areas would be at his Home & Secondary catchment area would be his workplace

Catchment Area ‘A’ for Mr. Kumar Catchment Area

‘B’ for Mr. Kumar

Dealer / Showroom

Dealer / Showroom

Media Format to be used -* Billboards, Glass Facades.

Mediums to be dropped - * Considering Brand Image, we should drop Mediums like BQS Panels, Bus Shelters, Kiosks, Clutter sites etc. Communication component - *Highly visible sites with minimum content, Bold, Bigger Image / Call to action benefit and less clutter in creative.

Standardizing – *40x40 & Big formats

Media with Overall Strategy

Coverage / Spread

How & Where?

• Geography• Traffic flow pattern• Congregation points• Shopping areas• Mall/Multiplexes• Commercial areas• Residential areas• Local OOH Media

OOH Strategy

• The Nodal strategy – Connecting to multiple touch points & conjunction areas

• The idea is to reach the maximum with optimum spends and Large format

• Airport branding to reach the TG

• High end malls e.g. Palladium in Mumbai & Emporio in Delhi to tap the prospective buyers

• An eye catching innovation will boost the campaign

Other Competitors OOH campaigns

OOH Plan Building Process

Developing the Media Plan

TRIALAWAREUNAWARE REPEAT LOYALTY

THE COMMUNICATION / CONVERSION PROCESS

ANNOUNCE CONVINCE REINFORCE REMIND

OUTDOOR MEDIA TYPES

LARGE FORMATHIGH IMPACT

SMALLER FORMATHIGHER FREQUENCY

Developing the Media PlanMarketing

Strategy PlanCreative

Strategy PlanSituation Analysis

Evaluate Performance

Implement Media Strategy

Develop Media Strategy

Establish Media Objectives

Analyze the Market

Research

Timing Objectives

• Determine best times to advertiseWhen?Why?

• Establish a scheduling pattern thatAchieves communication goalsMinimizes non-advertising periods Recognizes competitive activity

Scheduling Patterns

Continuity

Flighting

Media weight scheduled for many weeks throughout a year

Intermittent, with gaps in advertising

Pulsing Continuous advertising with heavier weight in some months - flighting and continuity combined

Execution / Innovations• Development, execution and maintenance of the highest

quality outdoor facia through local offices• Central team in place to work out on the innovation & new

ideas.• Assured consistency on timely & quality installations because

of the local presence.• Proven expertise and experience on ‘what works and what

doesn’t !– Cost beneficial production options

• Total inventory management on vinyl storage / rotation

Mapping Deliveries(Post campaign Evaluation)

Monitoring Intelligence & Review‘First Status Report’ post installation with details oncompletion dates, site status, reproduction quality etc.

Regular(fortnightly/monthly) Monitoring Reports(Market intelligence, new media options, innovations

done,etc..)

Quarterly Post Buy Analysis reviewing brand, competitive & other environmental factors

New Campaigns : 48 hrs for Metro Stations - 72 hrs for Non-Metro stations

* Installation Status Report

* Monitoring Report

* Reach and Frequency Measure

* CTR – Competitors Tracking Report

* Client Satisfactory Letter

Mapping Deliveries(Post campaign Evaluation)

Innovation by Automobiles with OOH