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an introduction to oap

[ insert client logo]



Introduction

Who are we?

A closer look at OOH

Our planning approach and our tools



BornPro’ Locator

Pro’ Integra

Pro’ Visualizer

Ward levelIRS

Touchpoint

IOS

TGI 4COAP Nova

02-03 03-04 04-05 05-06 06-07 07-08 08-09 09-10

20.63

22.10

26.24

39.64

66.98

102.93

117.54 MILESTONES



8 offices 28 States 593Districts 4119 Assemblies

DELHI MUMBAI PUNE AHMEDABAD CHENNAI BANGALOREHYDERABAD KOLKATA

Account Management

Media Planning

Procurement

Ambient Management

Design

Execution

Monitoring



new to the family:

In the past yearthese new clientshave been most

impressed with theway we approach

their business:

Future Generali Insurance, Future Group, Anchor, ZEE TV,

HDFC Bank, Bombay Dyeing, Himalayan Water, Tata

Housing,

SBI Mutual Fund, Arrow, Urbana, Lenovo, Crossword, Shriram

Properties, Ottera Hotel, Tafe access (Skoda Laura & Fabia),

Zinzi, Tansihq, Trent Ltd, Zee News Ltd, Akash Bangla, Regus,Senco Gold, Home Solution Retail Ltd, Lafarge Cements,

Marico Ltd, Major Brands, Sony, Century Plywoods Ltd, InBev,

Karnataka Government, American Dry Fruits





What do we offer?

Engagingin

OOH



A closer look at

OOHthe changing roleof outdoor



Outdoorwas called

aREMINDER

MEDIUM

3-4 sitesMega Sizes

Annual Booking

EXPONENTIAL GROWTH

Newer (outdoor)Opportunities

Outdoor is

REACHINGyour

message

BU

ILD

REACH

ModalAudience

Today its all about

short burst.

Shorter Periodstherefore

Leverageof taking

MANY sites.

Campaign becomes

well -spread

travel patterns

+ environments

multiple choices+

lesser mind-space

SOCIETAL CHANGE

THIS

HAPPEN

ED

1900’s

BUILD

FREQUENCY

2000’s 2010

THIS

IS

HAPPENING

TIMETOMORROW



Outdoorwas called

aREMINDER

MEDIUM

3-4 sitesMega Sizes

Annual Booking

EXPONENTIAL GROWTH

Newer (outdoor)Opportunities

Outdoor is

REACHINGyour

message

BU

ILD

REACH

ModalAudience

QUALITY ENGAGEMENT

Today its all about

short burst.

Shorter Periodstherefore

Leverageof taking

MANY sites.

Campaign becomes

well -spread

travel patterns

+ environments

multiple choices+

lesser mind-space

SOCIETAL CHANGE

THIS

HAPPEN

ED

1900’s

BUILD

FREQUENCY

2000’s 2010

THIS

IS

HAPPENING

TOMORROW



Competitiverates

Engagementplanning

Value driven planning

Long standing Vendor Relation

Honest & Experienced Buying Team

Reputation of Excellent Pay Master



Our approach: contact planning – 4Cs

Our planning is a step-up process up to 4 levels.

The levels we focus on are dependant to the objective and budget

Well spread

Large Format

Roadside Media

High SOV

Low Recall

Non-roadside

High dwell time

Medium Reach

High Recall

Low Reach

Immediate Action

High Engagement

Creating Relevance

Word Of Mouth

High PR

EngagingOVERC

APTIVEC

OUNTERCREATIVEC

Level of Engagement

C P M



We don’t believe in ‘one size fits all’solutions

We investedWe told the market we believed inthe potential of the outdoor format.We told the industry it was time toinvest and improve.

So we invested:* •In tools. (TGI, GIS, NRS)

•In research. (Site Surveys, trafficdata)

•In measurement. (IOS)

•In accountability .(Verizy)

•Developed our 4C strategicplanning approach



And that’s what

we stand for...Improvement.

We stand for thingsthat are not

considered the normin the outdoor

business and throughthat we build brand

equity and clienttrust.

Improvement notonly in cost-savings,

but also inprocesses, planning,

transparency,

and

accountability.

IOS Pro’ Visualzer Verizy India’s 1st GIS

based software



an overview ofour tools

TGI NRS IOS Pro’ Visualizer Gallop

Math Verizy



By overlaying data and insightswe can build a better picture of who we are talking to and wherewe should communicate.

Enables us to develop moreefficient OOH strategies to

communicate withpredefined audiences.

Globally acceptedmediatool. Measurespurchasinghabits, media exposure.

Who Where

On What

Describes as accuratelyaspossible thecharacteristics of target groups of consumers.



Behavioural insights foreffective media plans

We use TGI to analyse youraudiences travelpreferences.

Bus shelters rank highest with the female TG in termsof visibility

Bus shelters are very visible to a pedestrian audience as theyare eye level panels.

The travel patterns of our TG and the formats that are most

TGI inPractice:

We also look at which OOHformats they are most likely tonotice.



Provides at a micro-leveldemographic data at wardlevel, allowing us to identifyand accordingly weighactivity in the relevantcatchment areas.

Ascertains the best

Catchment areas

In absence of extensive Traveldata, NRS helps in

identifying startingpoints and end

points

Can zero in on lowtravelers

Micro-level Ward-wise Best

Catchments



Maximisingbudgets

NRS in practice:

Having evaluated and established the formats thatour TG are most likely to see, we then use NRS todetail where the highest propensity of our TGreside

The resulting analysis helps us to allocate the panels accordingly. Thismakes the OOH budget work harder, specifically targeting the audienceat a zonal level.



Pro Visualiser

Pro-Visualiser dry-runsyour creative in asimulated environment.This will inform us ofsuggested changes before

going live.

Using Pro-Visualiser we can effectivelyview a Idea campaign from differentdistances and advise you as to whetherthe creative is legible, the font size

suitable, the colour schemesfavourable, the brand logo largeenough and well positioned etc.

Our in-house team of designers offer acopy amendment service if required.

It offers a tool for our team to becomecreative custodians and simulatewhat your creative would look like in-situ.

Pre-execution Check Simulated Quick

Correction



Pro Visualiser will help identify

necessary creative changes, but

we also have the in-house skills

to make the creative work

Creative Amendment

We are confident in our knowledge torecommend creative improvementswhere needed. This could be via youragency or through our in-housedesigners.

For example, we advised Suzuki that a background colour change to their adaptedSX4 print campaign would improve visibility in the OOH realm. Other examplesinclude reworking Pepe Jeans creative from a digital landscape to Shopping Mallportrait format which was later used as press copy!



IOS heralds the end of

“assumptive” planning and

offers its practitioners a GRP

metric comparable with

other media channels.

IOS:

IOS is a complete media planning toolthat appraises outdoor sites on variousparameters allowing us to plan to

audience reach.

Not only does this make OOH mediamore accountable, it also means wecan plan and buy OOH campaigns withless wastage, ultimately saving moneyfor Idea.

We are one of the four founderinvestors in IOS, the recentlylaunched Indian Outdoor Survey, acoverage and frequencymeasurement tool compiled to global

standards.

Initially launched in Mumbai andPune, the tool is set to roll out acrossother metros during 2010.



Site Mapping functionality

Classification of media formats (notonly hoardings)

5 measured modes of transport

Traffic Counts for pre-selected stretches

4500 household interviews

4500 individual sites in Mumbai alone

Demographic, travel, product ownership / usage and other mediaconsumption

A visibility study which overlays the ‘attention’ displayed by the outdooraudience on to the gross audience exposure. Using multiple regression,the relationship between ‘Probability of viewing and site parameters’ hasbeen modelled.

A new paradigm in OOH…

Shifting focus away from buyingspecific campaigns to effective

campaign planning anddelivery evaluation

IOS Key Points:



Site Classification

Physical characteristicsmeasured to derive ‘visibility’ of a site.

Visibility Index

Estimation of traffic exposed to a sitenetted down using the VisibilityIndex.

Target Reach & Frequency

A sample survey of travel patterns of cityresidents for deriving the estimate andprofile of the audience reached and

exposed to OOH

Audience estimates adjusted with TrafficCounts giving estimated audiences on aroad stretch or Total Opportunities To See(OTS)

IOS Model:



IOS will change the OOHmedia industry for good

and you can be sure oap

will be in the driving seat

of that change

IOS:

Our understanding and use of IOS willmake Idea’s campaigns both moreaccountable and more comparable withother media formats.

Whilst most OOH advertising remains the

champion of the generic, positioned toreach large, undifferentiated audiences, wewill also strive to make it work for Idea as afar more targeted medium.

We will be able to gain a competitive

advantage through knowing whatproportion of your target audience willsee your campaign, thus maximisingyour budget allocation via theintelligent use of analysis.



In the absence of IOS andtravel data there is no other

mechanism to measureReach & Frequency except

the indicative GallopMath Model.

Gallop Model:

In regions where IOS is not yetestablished we can only revert tomodeling.

Modeling is not nearly as accurateand robust as IOS. It will however

provide good indication of GRP’s andReach/Frequency Values

The Gallop Math Model is anarithmetic formula that has been in

use for 40+ years in the out of homeindustry in U.S.

It assumes a constant reach across acampaign period equal to the averagedaily reach of a schedule of locations.Panel Value Reach

Frequency



Panel Value and factored R&Fdata provide best model

outcomes of campaign reach

but are not very robust

Gallop Model:

SEC Total Male Female

A 1.28 1.34 1.20

B 1.25 1.38 1.12

C 1.23 1.32 1.13

D 1.20 1.28 1.11

Age Total Male Female

18+ 1.00 1.10 0.91

18-24 0.90 0.92 0.88

18-34 1.01 1.09 0.93

18-49 1.04 1.13 0.96

25-34 1.08 1.20 0.95

25-54 1.08 1.17 0.99

35-44 1.07 1.17 0.98

35-49 1.08 1.17 0.99

45-54 1.09 1.14 1.05

55-64 0.95 1.07 0.84

25+ 1.02 1.13 0.92

35+ 0.99 1.10 0.92

50+ 0.92 1.03 0.83

65+ 0.83 0.97 0.73

Target Audience Weights are used to factor

reach and frequency results to produce an

estimate of the delivery of target sub-groups.

The Target Audience Weights take intoaccount

the propensity of each group within the Adult

population to be exposed to out of homemedia.

Period wt. factor Period Factor

Short Term 2

Rotation 4

Long Term 6

TA wt. factor



A best fit solutionfor GRP, Reachand Frequency

Net OTS = DEC x PV

Daily GRP = TA wt. x Daily GRP x days of campaign

100+ period wt. factor

Cover = TA wt. x Daily GRP x days of campaign

Frequency

Daily GRP = Total Net OTS

Total Pop

Gallop Model:

Adding Panel Values to the model, the output can be used to direct

basic planning priorities….



Sites are valued as afactor of visibility (V),

angle of view (A),

clutter (C)and deflection (D)

PV =(V+A+C+D)

100x Obstruction x Elevation

Calculating Panel Value forGallop Model:

VISIBILITY 200 200-399 400-599 600-799 800+

50 0 0 0 0 0

50-195 8 8 8 8 8

196-395 8 16 16 16 16

396-595 16 16 24 24 24

596-795 16 24 24 32 32

>796 16 24 32 32 40

ANGLE 200 200-399 400-599 600-799 800+

Head On 20 20 20 20 20

Angled 10 10 10 10 10

Parallel 0 0 0 0 -

CLUTTER 200 200-399 400-599 600-799 800+

0 25 25 25 25 25

1-3 20 20 20 20 20

4-6 15 15 15 15 15

7-9 10 10 10 10 10

10-12 5 5 5 5 5

13+ 0 0 0 0 -

DEFLECTION 200 200-399 400-599 600-799 800+

Severe 5 5 5 5 5

Marginal 10 10 10 10 10

None 15 15 15 15 15

OBST RUCT ION 2 00 20 0-3 99 4 00 -5 99 6 00-7 99 8 00 +

High 0.5 0.5 0.5 0.5 0.5

Medium 0.8 0.8 0.8 0.8 0.8

Low 0.9 0.9 0.9 0.9 0.9

None 1 1 1 1 1

ELEVATION 200 200-399 400-599 600-799 800+

<6 1 1 1 0.9 0.9

7-14 1 1 1 1 1

15-20 0.9 0.9 1 1 1

21-30 0.8 0.8 1 1 1

31-50 0.8 0.8 1 1

51-100 0.8 0.8 0.9 0.9 1

100+ 0.8 0.8 0.8 0.8 0.9



an overview of

logistical and

operationalprocesses



VeriZY will provide Idea with

fast, accurate posting and

reporting information

offering you greater levels

of accountability

VeriZY:

This monitoring tool of choice allows usto upload and review real time postinginformation, using closest cell siteinformation on location, time and datemaking it tamper proof.

The system allows us to remotelyaccess images and campaign details toensure your campaign runs to plan.

Real-time Tamper Proof Easy Access



Monitoring Person observesthe hoarding to be verified.

He takes out his mobile andstarts VeriZYprogram from

the Menu list.

VeriZY records nearest cellsite location and time toprevent fraudulent use

He then clicks the photo of the hoarding.

He enters his code and thenclicks to send

The image is then transferredover GPRS from the mobile to

the remote server.

1

2 3 4

5 6

VeriZY:

Reporting process in action

Local or centralclient’s staff can nowview image inreal time on their PC

7

Data can be stored andsegregated by town or by

campaign



our work



t slides with pictures of our good & interesting ca



Touchpoint

Launched in 2006

Visual Merchandising

Signage Management

Commercial & Retail Space

Designing

Project Management

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