Outdoor Strategy

with
Scientific Planning Approach
Effective Outdoor Advertising
6
Seconds
Less is
Ideal
Get
Noticed
Plant the
Seed
More is
Better
Smart but
not too
clever
Dont Say
It, Show It
Effective Outdoor Media Parameters
OUTDOOR
MEDIA
Visibility
Angle
Clutter
Deflection
Obstruction
Elevation
Effective Outdoor Media Parameters
OUTDOOR
MEDIA
Good
Visibility
Proper
Angle
Less
Clutter
No
Deflection
No
Obstruction
Right
Elevation
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
TRIAL AWARE UNAWARE REPEAT LOYALTY
THE COMMUNICATION / CONVERSION PROCESS
ANNOUNCE CONVINCE REINFORCE REMIND
OUTDOOR MEDIA TYPES
LARGE FORMAT
HIGH IMPACT
SMALLER FORMAT
HIGHER FREQUENCY
Developing the Media Plan
Marketing
Strategy Plan
Creative
Strategy Plan
Situation
Analysis
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Research
Timing Objectives
Determine best times to advertise
When?
Why?
Establish a scheduling pattern that
Achieves communication goals
Minimizes 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
doesnt !
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 on
completion 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