advancing the research of media

Unlocking the Potential of Outdoor

OAC
Mumbai
June 19, 2009
advancing the research of media

advancing
the
research
of media

Indian Outdoor Survey

First syndicated study for the Outdoor Medium in India

Spear-headed by MRUC
Project Implemented by Hansa Research
Under the guidance of a strong MRUC Technical Committee
Funding from Patron Sponsors

IOS based on indigenous methodology, adopting

international best practices
Designed to provide audience led research on par with other
media in order to generate traffic, cover and frequency
estimates

International Scenario

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Traffic count data modeled using small sample

travel survey
POSTAR, UK
COMB, Canada
ROAM, Australia
SAARF AMPS/OMS, South Africa
WAM Outdoor Study, Netherlands
Germany
France
TAB, USA (Only Traffic Counts)

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Changing the current buying

practices.

to a new paradigm

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Shifting the present obsession with simply

getting bigger discounts/cheaper rates, to a
more effective one
Campaign-planning rather than buying specific
sites
With Reach/Frequency targets
Allowing for efficiency and delivery evaluation of
campaign

A Complete
Media Planning Tool

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of media

IOS appraises outdoor sites with respect to their

visibility quality
IOS goes beyond measurement of visibility and
providesreach for the selected site as part of a
campaign plan
IOS allows to plan campaigns targeted to reach
select audiences at defined levels of exposure

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Research Methodology

IOS Mumbai Coverage

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IOS Model
Site Classification

Travel Survey

Visibility Study

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IOS Model
Site Classification
Physical characteristics measured
to derive visibility of a site.

Target Reach & Frequency

A sample survey of travel patterns of city
residents for deriving the estimate and profile of
the audience reached and exposed to OOH

Audience estimates adjusted with Traffic

Counts giving estimated audiences on a road
stretch or Total Opportunities To See (OTS)

Visibility Index
Estimation of traffic exposed to a
site netted down using the Visibility
Index.

First time comparison of Outdoor

campaigns with TV & Print possible

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Site Classification
1. Site Census and Identification

Count of sites by different formats

Identification

Address

Site ID

Building

City

Sub-Area

Stretch

Area

Site Serial

Road

Image

Landmark
Pincode

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Hoardings

Gantries

Kiosks

Bus Shelters

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Site Classification
1. Site Census & Identification
2. Site Mapping
Computed Characteristics
Site Latitude Longitude
Optimum Distance Lat-Lon
Optimum Distance

Azimuth (North Angle)

Visibility (Multiple Stretch)
Road Width
Stoppages

Site Mapping
N

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Azimuth (North
Angle)
Site Latitude
Longitude
Optimum
Distance Latitude
Longitude

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Site Classification
1. Site Census and Identification
2. Site Mapping
3. Site Classification Parameters

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Obstruction

Clutter

Height
SIZE

Site parameters

Angle to Traffic

Offset

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Traffic and Travel Survey

5 Modes of Travel for

Traffic Count
4 wheelers (Cars &
Taxis), 3 wheelers
(Auto rickshaws), 2
wheelers (Bikes,
Scooters), Buses and
Pedestrians
Traffic Counts for preselected stretches every 15
minutes every 2 hours from
7 am to 10 pm on 1
Weekday & Sunday

Travel Survey

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4500 household interviews

Demographic, travel, product ownership / usage and
other media consumption.
Travel for 3 weekdays and 2 holidays
Mode of transport for each journey (multiple modes) and
purpose

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Visibility Study
Traffic by the site or passage data is good to
know, but how many of those people actually
notice your hoarding?
The Visibility Study answers this question by
overlaying the attention displayed by the
outdoor audience on to the gross audience
exposure
Using multiple regression, the relationship
between Probability of viewing and site
parameters has been modelled

To summarise the IOS Research

Site Classification,
Census & Mapping of Sites

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Site Characteristics
Visibility Index

For 5 outdoor media

Traffic and Travel Survey

Gross Reach/ OTS

Target Audience exposed
Frequency & Reach/ OTS

Traffic Counts for pre-selected stretches

4,500 HH interviews for travel patterns and
demographic, product & media profile

Visibility Study

Gross Reach/OTS netted

down

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IOS Challenges

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The Math behind IOS

An intensive and daunting project on a scale
that has not been attempted yet in research
in India
Over 70 Site parameters for 4500 sites in Mumbai
collected and collated taking nine months, using
over 50 field executives
Nine months of Traffic Count covering nearly 12
lakh data points using nearly 60 field executives
Detailed journey information collected from 4500
respondents taking 80 people, 10 months
Now the science and technology

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The Science & Tech behind IOS

From Trigonometry and Geometry to
Statistical modeling, GIS, Physics and
Cartography
Latest technology used for data capture
Range finder for measuring distances
Binoculars for site dimensions
GPS Meters for Lat/Long
Digital, Still and Video cameras
Equipment weighing nearly 3 kgs

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Outdoor Research Challenges

Lack of Site Level Data
High fragmentation, ruling out collecting basic information
from site owners

Non-standard Formats & Sizes

Over 200 different sizes at last count. Hoarding sizes are
standardized internationally
Resulting difficulties in classification of sites

Site Location
No standard for erecting sites. Sites are located in some of the
most inaccessible locations such as right middle of slums,
building tops etc. Taking site measurements such as latitude
longitude, height etc. is difficult.

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Outdoor Research Challenges

Large number and variety of outdoor options
Actual exposure difficult to assess

Different types of vehicles (2W, 4W, Bus, Auto

etc).
Variation in traffic at different times day /
week.

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Outdoor Research Challenges

Visibility Study
Carried out to find out OTS at site level
Internationally, this field is still in its nascent stage
and constantly under development even after 12
years. POSTAR conducted the first visibility study in
1996
Involves complex theories, computations and
validation
ESOMAR is working out standardized methods to
conduct outdoor research

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Outdoor Research Challenges

Travel Survey
Base data to understand population travel behavior
the key to individual level planning
Every journey and road segment (stretch) plotted on
map to arrive at traffic numbers and profile. Over
14 lakh stretch travels in a week for Mumbai.
IOS is possibly the only study that provides
individual database for outdoor planning.

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KEY FINDINGS

Media Reach - Overall

Mumbai

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Reach (%)

All

94

TV (Past 1 week)

86

Cable & Satellite (viewed)

week)

80

Print (TR)

67

Outdoor (2 weeks)
(IOS stretches)

66

Radio (1 week)

31

Internet (1M)

10

Cinema (Past 6 months)

Reach of TV is the highest followed by C&S, print and outdoor.

Outdoor reach is comparable to that of print
Source: IRS 2008 R2

Travel Behavior
Mumbai

All

# of Journeys / Week

11

# Stretches / Week

49

Modes Used (% Distribution)

Walk

67

Two Wheeler

Three Wheeler

Bus

13

Car / Taxi

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On an average, a Mumbaikar makes 11

journeys in a week.
During these 11 journeys, he covers 49
stretches, thus, the stretches traveled per
journey are 4.5
Modes Used provide distribution of
different modes used by the respondent
across 49 stretches. Note that this exclude
modes such as train and bicycle.
We have considered a mode to be used
even if it is used for only part of the
stretch.
As is obvious, walk is the most common
mode of transport followed by bus. Three
wheelers and Car/Taxi occupy the next
slots.

Media Reach - Gender

Mumbai

Male

Female

All

96

92

TV (Past 1 week)

85

86

Cable & Satellite (1 week)

79

81

Print (TR)

77

55

Outdoor (2 weeks)
(IOS stretches)

77

50

Radio (1 week)

34

28

Internet (L1M)

14

Cinema (Past 6 months)

11

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Media reach is higher among males across mediums.

The difference in reach is the highest in outdoor. Internet, Cinema and print
also show significant differences in penetration by gender.
Source: IRS 2008 R2

Travel Behavior - Gender

Mumbai

Males

Females

# of Journeys / Week

13

# Stretches / Week

68

27

Walk

61

79

Two Wheeler

Three Wheeler

Bus

15

Car / Taxi

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Modes Used (% Distribution)

There is significant differentiation in journeys as well as stretches traveled

by Gender Females use more of walk and 3 wheeler as compared to males,
possibly to go to market or to drop the kids.

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Media Reach - Age

Mumbai

1519

2029

3049

50+

All

98

94

94

91

TV (Past 1 week)

92

85

84

84

Cable & Satellite (1 week)

85

79

78

79

Print (TR)

76

71

66

63

Outdoor (2 weeks)
(IOS stretches)

69

71

65

57

Radio (1 week)

40

35

29

22

Internet (L1M)

18

17

Cinema (Past 6 months)

17

14

Media reach is higher among younger audiences and tapers off with age.
The decline in reach with increase in age is higher in Radio, Internet and
Cinema
Outdoors reach distribution is more even and is comparable to print.
Source: IRS 2008 R2

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Travel Behavior - Age

Mumbai

15-19 20-29 30-49 50+

# of Journeys / Week

12

11

10

# Stretches / Week

50

56

48

43

Walk

70

64

65

71

Two Wheeler

Three Wheeler

Bus

16

14

13

12

Car / Taxi

Modes Used (% Distribution)

No major difference in journeys and stretches traveled by age.

Use of Car/Taxi increases with age.

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Media Reach - Education

Mumbai

No School

Upto 9th

SSC / HSC
/ College

Grad /
Post Grad

All

73

94

99

100

TV (Past 1 week)

66

83

91

95

Cable & Satellite (viewed)

week)

59

76

86

91

Print (TR)

57

87

95

Outdoor (2 weeks)
(IOS stretches)

37

60

69

82

Radio (1 week)

19

28

34

42

Internet (L1M)

12

36

Cinema (Past 6 months)

11

17

Media reach increases with increase in education level.

Increase is most significant for print followed by internet.
Source: IRS 2008 R2

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Travel Behavior - Education

Mumbai

Illiterate
/ No
schooling

Upto 9
Std

SSC/HSC/
Some
College

Grad /
Post Grad

# of Journeys / Week

10

11

12

# Stretches / Week

19

39

53

70

Walk

88

74

66

53

Two Wheeler

Three Wheeler

12

Bus

12

15

13

Car / Taxi

15

Modes Used (% Distribution)

Education does discriminate on number of journeys undertaken taken in a

week.
Number of journeys and stretches traveled increase with education.
Use of personal transport (2W, Car) increases with education.

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Media Reach - Occupation

Mumbai

Worker

Petty Tr /
Shop Owner

Clerk /
Supervisor

Junior / Sr
Executive

Indus /
Bman / SEP

All

92

91

99

100

100

TV (Past 1 week)

76

79

94

93

91

Cable & Satellite

(viewed) week)

69

73

87

91

88

Print (TR)

63

65

93

99

90

Outdoor (2 weeks)
(IOS stretches)

73

79

92

92

91

Radio (1 week)

33

24

35

51

32

Internet (L1M)

23

58

23

Cinema (Past 6 months)

13

21

13

Moderate differentiation in outdoor reach by occupation

Source: IRS 2008 R2

Travel Behavior - Occupation

Mumbai

Worker

Petty Tr /
Shop
Owner

Clerk /
Supervisor

Junior /
Sr
Executive

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Indus /
Bman /
SEP

# of Journeys / Week

12

13

14

15

15

# Stretches / Week

57

62

84

102

102

Walk

70

63

56

47

42

Two Wheeler

11

11

14

Three Wheeler

12

11

Bus

18

17

14

11

Car / Taxi

20

23

Modes Used (% Distribution)

There is little difference in number of journeys by occupation.

Number of stretches traveled increase significantly with higher occupation
categories
Use of car increases and that of walk decreases with higher occupation
categories

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Media Reach - SEC

Mumbai

B+C

D+E

All

99

97

89

TV (Past 1 week)

95

90

78

Cable & Satellite (viewed)

week)

93

85

71

Print (TR)

93

77

48

Outdoor (2 weeks)
(IOS stretches)

69

68

63

Radio (1 week)

44

30

28

Internet (L1M)

33

11

Cinema (Past 6 months)

17

No major differentiation in outdoor reach by SEC

Source: IRS 2008 R2

advancing
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Travel Behavior - SEC

Mumbai

B+C

D+E

# of Journeys / Week

11

11

10

# Stretches / Week

59

54

42

Walk

51

64

75

Two Wheeler

Three Wheeler

12

Bus

11

14

14

Car / Taxi

17

Modes Used (% Distribution)

Little differentiation in journeys and stretches by SEC. However, number of

stretches traveled increases with increase in SEC.
Car travel changes significantly with increase in SEC.

Media Reach - Working Status

Mumbai

Working

Not
Working

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Student

All

94

92

99

TV (Past 1 week)

82

86

94

Cable & Satellite (viewed)

week)

76

80

89

Print (TR)

74

55

80

Outdoor (2 weeks)
(IOS stretches)

81

42

76

Radio (1 week)

33

26

40

Internet (L1M)

12

23

Cinema (Past 6 months)

15

Significant differentiation in outdoor reach by working status.

Differentiation is also high for Internet, Print and Cinema
Source: IRS 2008 R2

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Travel Behavior - Working Status

Mumbai

Working

Not
Working

Student

# of Journeys / Week

13

13

# Stretches / Week

72

19

57

Walk

60

83

68

Two Wheeler

Three Wheeler

Bus

15

17

Car / Taxi

Modes Used (% Distribution)

Very good discrimination between working and non-working across the

board.
Students behave more like working class.

Summary of findings

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Outdoor reach is close to print reach

All classes show more or less equal propensity
to travel.
Men travel more than women. Working people
and students travel more than non-working
Affluent people use more personal transport
(cars, two wheelers etc.) and travel on more
stretches

Indian Outdoor Survey

(IOS)
Unlocking the potential of Outdoor

advancing the research of media

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Enhance
Operational
Efficiencies

Scientific
Media
Planning

Maximising
Opportunities

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Enhance Operational Efficiencies

The Planner/ Buyer
What are the different options available in the market?
How do I speed up the cumbersome site selection process?

Advertiser
Can I eliminate the recce?
Is my agency delivering high quality and cost effective outdoor
campaigns?

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Maximising Opportunities
The Media Owner/ Contractor
How do I add value to my sites to beat competition?
How do I decrease the number of vacant sites?
Where should I put up new sites?

The IOS potential

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Market-planning of Inventory
Site recommendation for incremental reach vs added OTS
based on campaign objectives
Be in a position to offer competitive CPTs vs competition
Package sites to offer a value proposition to the
advertiser/agency

Opportunity areas
Nearly 200 IOS Stretches in Mumbai have BQS but no
hoardings
Over 400 stretches, of 960, have no hoardings at all

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Basis for Scientific Media Planning

The Media Owner/ Contractor
How do I enhance my clients budget to outdoor?
Which clients do I approach for different sites?

Media Planner/Buyer

What is the reach and OTS being delivered by a campaign?

Which alternative sites will deliver comparative results?
How do I most efficiently spend my clients budget?
How can I scientifically compare the effect of Outdoor with Print
and TV plans?

Advertiser
Is my brand getting due exposure for the monies being spent?
What is the basis of the cost for a site?

The IOS potential

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Media Planning & Selection - Current Status

Planning depends on field / site knowledge of the
planner
Site selection is a cumbersome process involving
constant field visits.
As a result, very few individuals with planning and
field knowledge of outdoor
Current planning lacks scientific approach and
measurements and hence discussions boil down to
volumes and discounts.

The IOS potential

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Improving Outdoor Media Planning & Selection

IOS takes the drudgery out of the planning process
Site Census with all site parameters provided in the
database
It provides site photographs and site parameters by area.
The site selection tool is extremely flexible and allows you
to select sites based on any of the site parameters such as
size, illumination, angle, offset, obstruction, road and area.

It provides Plan Optimizer and Plan Evaluator to help in

media planning and buying scientifically.

The IOS potential

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Media Efficiency
The Media Optimizer allows you to instantly generate an
optimized plan based either on CPT or reach.
Further customization of the optimized plan to suit
campaign requirements can be carried out in plan
evaluator
The Plan Evaluator allows you to compare six different
plans side by side on important parameters such as
Reach
OTS
Frequency
Effective OTS

A case study

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Client Brief

I want a good media plan, the

brief is
Select all sites town side (or at least
90% sites should be picked up from
town)
We must follow good routes
Take 10 good sites on Route A
Take 20 sites on Route B
Route C is a must, all my employees
and my boss follow this route

We need good visibility

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What client meant

TG SEC - A
Area Mumbai
4-week campaign

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Typical plan

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An Optimised Plan

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If we have to optimize the same on

software

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Another case study

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TG: Mumbai, AA 12+ SEC A

Medium: Print
Readershi
Publication

Edition

p (000)

Lang/Freq

Ad type

Hue

Bombay Times

Mumbai

864

Eng/Daily

Half Page - BP

Bombay Times

Mumbai

864

Eng/Daily

Quarter Page - Page Col

16

Gujarat Samachar

Mumbai

196

Guj/Daily

Quarter Page - Page Col

Maharashtra Times- Mumba Mumbai

281

Mar/Daily

Half Page

Col

DNA Afetr Hrs.

Mumbai

319

Eng/Daily

Half Page - BP

Col

DNA After Hrs.

Mumbai

319

Eng/Daily

Quarter Page - Page Col

DNA - MI - Sports Section

Mumbai

319

Eng/Daily

Full Page

Col

DNA - MI - Sports Section

Mumbai

319

Eng/Daily

Contest - Innovatio

Col

Grand Total

Plan Cost (Rs)

Reach
Avg OTS

Col

32.9 25

Size Ins
823

25

400

25

100

24

35

840

32.9 25

823

400

32.9 51 1678

16

12

25

20

240

5
12

50,00,000
61%
2.4

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Optimised Outdoor Plan

Area
CHURCHGATE
TARDEO
DADAR-WEST
BYCULLA
LOWER PAREL
MATUNGA-CENTRAL
SION
BANDRA-WEST
BANDRA-EAST
SANTACRUZ-EAST
ANDHERI-WEST
JOGESHWARI-WEST
KANJUR MARG-WEST
GOREGAON-WEST
MALAD-WEST
KANDIVALI-WEST
BORIVALI-WEST
KANDIVALI-EAST
THANE-WEST
VASHI

Landmark
CHURCHGATE STATION
TARDEO CIRCLE
TULSI PIPELINE ROAD-DADAR STATION
BYCULLA FLYOVER
LOWER PAREL STATION BRIDGE
KING'S CIRCLE-GANDHI MARKET
SION FLYOVER
SV ROAD-BANDRA TURNER ROAD JUNCTION
SION BANDRA LNK RD- BANDRA KALA NGR JUN
WEH-SANTACRUZ VAKOLA FLYOVER
SV ROAD-ANDHERI FLYOVER JUNCTION
LINK ROAD-OSHIWARA
LBS-BHANDUP STATION
SV ROAD GOREGOAN STATION
SV ROAD-MALAD MARVE JUNCTION
KANDIVALI MAHAVIR NAGAR
SV ROAD-BORIVALI STATION
WEH-MALAD TOI
THANE-MAJIWADE
VASHI-SEC 17

Width
20
20
40
60
40
100
60
40
185
30
60
40
30
40
20
40
35
40
30
130

Height
20
10
20
60
20
8
20
20
10
20
20
20
20
20
20
20
20
20
15
10

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TG: Mumbai, AA 15+ SEC A

Medium: Outdoor

OUTDOOR
Campaign
duration
2 weeks
4 weeks
PRINT

Reach
%
57%
59%
61%

Gross
OTS
Reach
7.21
411
13.8
814
2.4

146

CPT
Cost (Rs)
(Rs)
4,250,000 10,341
8,500,000 10,442
5,000,000

34,247

Indian Outdoor Survey

(IOS)
Answering key concerns.

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Did anybody see

me?

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Did we get the

right exposure?
Did we get the
right price?

Brand Manager
Hoarding Owner
Media Planner
Hoarding Contractor

The IOS Technical Committee

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Shripad Kulkarni Vice Chairman (Allied Media)

Sandip Tarkas Ex Vice Chairman (Future Group)
Members
Nabendu Bhattacharya (Ogilvy)
Vani Dixit (Laqshya)
Arminio Ribeiro (Platinum)
Abhijit Sengupta (OAP)
Hemanth Shah (Times OOH)
Sweta Suvarna (Big Street)

Thank you

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