an introduction to oap

[ insert client logo]

 Introduction

 Who are we?

 A closer look at OOH

 Our planning approach and our tools
 TGI 4C
117.54
MILESTONES OAP Nova

102.93 IOS

Touchpoint
66.98

Ward level
39.64
IRS
Pro’ Integra

26.24
Pro’ Visualizer
Born
22.10 Pro’ Locator
20.63

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

DELHI MUMBAI PUNE AHMEDABAD CHENNAI BANGALORE
HYDERABAD KOLKATA

Account Management Design

Media Planning

Execution

Procurement

Ambient Management Monitoring

8 offices 28 States 593

Districts 4119 Assemblies
 new to the family:

In the past year 
these new clients 
Future Generali Insurance, Future Group, Anchor, ZEE TV,  have been most 
impressed with the 
 HDFC Bank, Bombay Dyeing, Himalayan Water, Tata  way we approach 
their business:
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
old friends:

USL, Bacardi, Nestle, Maruti, Diageo, Pernod Ricard,

Castrol, Colgate Palmolive, Greenply Industries Ltd, We have an extensive 
current client list 
MetLife, Dishnet Wireless Ltd, Hoffmen Fashions,  covering most market 
sectors.  
Berger Paints, ING Vysya Life Insurance, Tata Motors, 

VIP industries, Voltas Ltd, Kotak Life Insurance, Indian Oil

Corporation, Lifestyle International, Mahindra and

Mahindra, Pidilite Industries, Tiger Beer, Deccan Chronicle,

Cholamandalam
What do we offer?

Engaging
in
OOH
 ser look
A clo
at
OOH
the changing role
of outdoor
 EXPONENTIAL GROWTH
BUILD FREQUENCY

BUILD REACH
Today its all about
short burst.
travel patterns
Shorter Periods + environments
therefore
Leverage
of taking
MANY sites. Newer (outdoor)
3­4 sites
Mega Sizes Opportunities
Annual Booking
Campaign becomes
well ­spread
1900 2000’s 2010 TOMORROW TIME
’s

Outdoor Modal
was called Outdoor  is Audience
a REACHING
REMINDER your
MEDIUM
message multiple choices
+
HAPPENING
HAPPENED
THIS

lesser mind-
THIS IS

space
SOCIETAL CHANGE 
 EXPONENTIAL GROWTH
BUILD FREQUENCY

BUILD REACH
Today its all about
short burst.
travel patterns
Shorter Periods + environments
therefore
Leverage
of taking
MANY sites. Newer (outdoor)
3­4 sites
Mega Sizes Opportunities
Annual Booking
Campaign becomes
well ­spread
QUALITY
1900 2000’s 2010 TOMORROW
’s
ENGAGEMENT

Outdoor Modal
was called Outdoor  is Audience
a REACHING
REMINDER your
MEDIUM
message multiple choices
+
HAPPENING
HAPPENED
THIS

lesser mind-
THIS IS

space
SOCIETAL CHANGE 
 Value driven planning

Engagement Competitive 
planning rates

Long standing Vendor Relation

Honest & Experienced Buying Team

Reputation of Excellent Pay Master
 Our approach: contact planning – 4Cs
Our planning is a step­up process up to 4 levels.
The levels we focus on are dependant to the objective and budget
 

C REATIVE
COUNTER
C
Creating Relevance
APTIVE Word Of Mouth
Low Reach

C OVER
Non­roadside
Immediate Action
High Engagement
High PR
Engaging
CPM

High dwell time
Well spread
Medium Reach
Large Format
High Recall
Roadside Media
High SOV
Low Recall

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

We invested
We told the market we believed in
the potential of the outdoor format.
We told the industry it was time to
invest and improve.

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

•In research. (Site Surveys, traffic

data)

•In measurement. (IOS)

•In accountability .(Verizy)

•Developed our 4C strategic

planning approach
 Improvement not
only in cost-savings,
but also in
processes, planning,
transparency,
and
And that’s what  accountability.

we stand for...
We stand for things
Improvement. that are not
considered the norm
in the outdoor
business and through
that we build brand
equity and client
trust.

IOS Pro’ Visualzer Verizy India’s 1st GIS

based software
 an overview of 
our tools

TGI NRS IOS Pro’ Visualizer Gallop

Math Verizy
 Enables us to develop more
efficient OOH strategies to
communicate with
Globally accepted
media predefined audiences.
tool. Measures
purchasing
habits, media exposure.

Describes as accurately
as
possible the
characteristics of
target groups of
consumers.
By overlaying data and insights
we can build a better picture of
who we are talking to and where
we should communicate.

Who Where
On What
 TGI in
Practice:
We use TGI to analyse your
Behavioural insights for 
audiences travel
preferences. effective media plans
We also look at which OOH
formats they are most likely to
notice.

Bus shelters rank highest with the female TG in terms

of visibility
Bus shelters are very visible to a pedestrian audience as they
are eye level panels.
The travel patterns of our TG and the formats that are most
 In absence of
extensive Travel
data, NRS helps in
identifying starting
Provides at a micro­level  points and end
demographic data at ward  points
level, allowing us to identify 
Can zero in on low
and accordingly weigh  travelers
activity in the relevant 
catchment areas.
Ascertains the best
Catchment areas

Micro-level Ward-wise Best

Catchments
 Maximising 
NRS in practice:
budgets
Having evaluated and established the formats that
our TG are most likely to see, we then use NRS to
detail where the highest propensity of our TG
reside

The resulting analysis helps us to allocate the panels accordingly. This

makes the OOH budget work harder, specifically targeting the audience
at a zonal level.
 Pro Visualiser
It offers a tool for our team to become
creative custodians and simulate
what your creative would look like in-
situ.
Pro­Visualiser dry­runs 
your creative in a 
simulated environment.  
This will inform us of 
suggested changes before 
going live. 

Using Pro-Visualiser we can effectively

view a Idea campaign from different
distances and advise you as to whether
the creative is legible, the font size
suitable, the colour schemes
favourable, the brand logo large
enough and well positioned etc.

Our in-house team of designers offer a

copy amendment service if required.
Pre-execution Check Simulated Quick
Correction
 Pro Visualiser will help identify 
Creative Amendment
necessary creative changes, but 
We are confident in our knowledge to
recommend creative improvements we also have the in­house skills 
where needed. This could be via your
agency or through our in-house to make the creative work
designers.

For example, we advised Suzuki that a background colour change to their adapted
SX4 print campaign would improve visibility in the OOH realm. Other examples
include reworking Pepe Jeans creative from a digital landscape to Shopping Mall
portrait format which was later used as press copy!
IOS:
We are one of the four founder
investors in IOS, the recently
launched Indian Outdoor Survey, a
coverage and frequency
measurement tool compiled to global
standards.
Initially launched in Mumbai and
Pune, the tool is set to roll out across
other metros during 2010.
IOS heralds the end of 
“assumptive” planning and 
offers its practitioners a GRP 
metric comparable with 
other media channels. 
IOS is a complete media planning tool
that appraises outdoor sites on various
parameters allowing us to plan to
audience reach.
Not only does this make OOH media
more accountable, it also means we
can plan and buy OOH campaigns with
less wastage, ultimately saving money
for Idea.
IOS Key Points:

Site Mapping functionality A new paradigm in OOH…

Classification of media formats (not Shifting focus away from buying 
only hoardings) specific campaigns to effective 
5 measured modes of transport
campaign planning and 
delivery evaluation
Traffic Counts for pre-selected stretches

4500 household interviews

4500 individual sites in Mumbai alone

Demographic, travel, product ownership / usage and other media

consumption

A visibility study which overlays 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.
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 Visibility Index
profile of the audience reached and
Estimation of traffic exposed to a site
exposed to OOH
netted down using the Visibility
Audience estimates adjusted with Traffic Index.
Counts giving estimated audiences on a
road stretch or Total Opportunities To See
(OTS)
IOS:
IOS will change the OOH 
Our understanding and use of IOS will
make Idea’s campaigns both more
media industry for good 
accountable and more comparable with
other media formats.
and you can be sure oap
will be in the driving seat 
Whilst most OOH advertising remains the
champion of the generic, positioned to of that change
reach large, undifferentiated audiences, we
will also strive to make it work for Idea as a
far more targeted medium.

We will be able to gain a competitive

advantage through knowing what
proportion of your target audience will
see your campaign, thus maximising
your budget allocation via the
intelligent use of analysis.
 Gallop Model:
In regions where IOS is not yet
established we can only revert to
modeling.
Modeling is not nearly as accurate
and robust as IOS. It will however
provide good indication of GRP’s and
Reach/Frequency Values
Panel Value
Frequency
In the absence of IOS and 
travel data there is no other 
mechanism to measure 
Reach  & Frequency except 
the indicative Gallop 
Math Model.
The Gallop Math Model is an
arithmetic formula that has been in
use for 40+ years in the out of home
industry in U.S.
It assumes a constant reach across a
campaign period equal to the average
daily reach
Reachof a schedule of locations.
Gallop Model:
TA wt. factor
Panel Value and factored R&F 
 SEC Total Male Female
A
B
1.28
1.25
1.34
1.38
1.20
1.12
data provide best model 
C
D
1.23
1.20
1.32
1.28
1.13
1.11
outcomes of campaign reach 
 Age Total Male Female but are not very robust 
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 Target Audience Weights are used to factor
45-54 1.09 1.14 1.05
55-64 0.95 1.07 0.84 reach and frequency results to produce an
25+ 1.02 1.13 0.92
35+ 0.99 1.10 0.92 estimate of the delivery of target sub-
50+
65+
0.92
0.83
1.03
0.97
0.83
0.73
groups.
Period wt. factor
 Period Factor The Target Audience Weights take into
Short Term 2 account
Rotation 4
Long Term 6
the propensity of each group within the Adult
population to be exposed to out of home
media.
Gallop Model:
A best fit solution
Net OTS = DEC x PV
for GRP, Reach 
Total Net OTS
and Frequency
Daily GRP =
Total Pop

TA wt. x Daily GRP x days of campaign

Daily GRP = + period wt. factor
100

TA wt. x Daily GRP x days of campaign

Cover =
Frequency

Adding Panel Values to the model, the output can be used to direct
basic planning priorities….
 Sites are valued as a 
Calculating Panel Value for factor  of visibility (V), 
Gallop Model: angle of view (A), 
clutter (C) 
(V+A+C+D)
and deflection (D)
PV = x Obstruction x Elevation
100
VISIBILITY 200 200-399 400-599 600-799 800+ DEFLECTION 200 200-399 400-599 600-799 800+
50 0 0 0 0 0 Severe 5 5 5 5 5
50-195 8 8 8 8 8 Marginal 10 10 10 10 10
196-395 8 16 16 16 16 None 15 15 15 15 15
396-595 16 16 24 24 24
596-795 16 24 24 32 32 OBSTRUCTION 200 200-399 400-599 600-799 800+
>796 16 24 32 32 40 High 0.5 0.5 0.5 0.5 0.5
Medium 0.8 0.8 0.8 0.8 0.8
ANGLE 200 200-399 400-599 600-799 800+
Low 0.9 0.9 0.9 0.9 0.9
Head On 20 20 20 20 20
None 1 1 1 1 1
Angled 10 10 10 10 10
Parallel 0 0 0 0 -
ELEVATION 200 200-399 400-599 600-799 800+
CLUTTER 200 200-399 400-599 600-799 800+ <6 1 1 1 0.9 0.9
0 25 25 25 25 25 7-14 1 1 1 1 1
1-3 20 20 20 20 20 15-20 0.9 0.9 1 1 1
4-6 15 15 15 15 15 21-30 0.8 0.8 1 1 1
7-9 10 10 10 10 10 31-50 0.8 0.8 1 1
10-12 5 5 5 5 5 51-100 0.8 0.8 0.9 0.9 1
13+ 0 0 0 0 - 100+ 0.8 0.8 0.8 0.8 0.9
an overview of 
logistical and 
operational
processes
VeriZY:
This monitoring tool of choice allows us
to upload and review real time posting
information, using closest cell site
information on location, time and date
making it tamper proof.
VeriZY will provide Idea with 
fast, accurate posting and 
reporting information 
offering you greater levels 
of accountability

The system allows us to remotely

access images and campaign details to
ensure your campaign runs to plan.

Real-time Tamper Proof Easy Access

VeriZY: 1

Reporting process in action

Monitoring Person observes
the hoarding to be verified.

2 3 4

He takes out his mobile and VeriZY records nearest cell He then clicks the photo of
starts VeriZYprogram from site location and time to the hoarding.
the Menu list. prevent fraudulent use

5 6 7
Local or central
client’s staff can now
view image in
real time on their PC

He enters his code and then The image is then transferred Data can be stored and
clicks to send over GPRS from the mobile to segregated by town or by
the remote server. campaign
our work
rt slides with pictures of our good & interesting cam
 Touchpoint
Launched in 2006

Visual Merchandising

Signage Management

Commercial & Retail Space

Designing

Project Management