Confectionary Brand Ad Campaign – CES |
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Background |
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- A confectionary brand had advertised with OOH Media for a period of 2 weeks
- The creative executions used on OOH Media screens and other media were the same (20 seconds Duration)
- Flexicasting was done for the campaign
– Kannada – Bangalore
– Hindi – Delhi - The creatives tested were for Cakes and Cream
- The campaign was carried out across the Leisure and In Store locations in Bangalore, Chennai, Hyderabad, Delhi, Mumbai and Pune
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Ad Recall
(Unaided – TOM + Spontaneous) OOH Media |
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Ad Recall (Aided) OOH Media |
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The confectionary brand had an average of more than 50% Aided recall and a total of 100% (Aided + Unaided) Recall |
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Recall of Confectionary Brand Ad
through Other Mediums |
At an Overall, 74% audience do not recall seeing the Confectionary brand Ad on other mediums |
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FMCG Brand (Home Care Product) – CES |
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Background |
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- FMCG Brand had advertised with OOH Media for a period of two weeks.
- The creative execution was adapted to OOH Media screens
- The campaign was carried out across Micro Markets (Residential buildings and Supermarkets) in Gurgaon, West/South Mumbai
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FMCG Brand Ad Recall
(Unaided – TOM + Spontaneous) OOH Media |
32% audience at an unaided level recalled the FMCG Brand Ad. |
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FMCG Brand Ad Recall (Aided) OOH Media |
100% recall for the FMCG Brand ad. |
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Recall of the FMCG Brand Ad through
other Medium |
61 % people recalled seeing the FMCG Brand Ad on other medium |
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FMCG (Personal Care Product) - CES |
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Background |
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- Personal Care Brand had advertised with OOH Media for the product campaign
- The creative executions used on OOH Media screens were same as TV Commercial (20 second Duration)
- The campaign was carried out across BPO/ITES buildings, Gymnasiums and Multiplexes in Bangalore, Chennai, Delhi and Mumbai
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FMCG Brand Ad Recall
(Unaided – TOM + Spontaneous) OOH Media |
44% of the respondents recalled the FMCG brand at an unaided level |
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FMCG Brand Ad Recall (Aided) OOH Media |
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Total Recall for FMCG Brand (Personal care) was 100% and more than 30% of it was aided recall |
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Recall of FMCG Brand Ad through other
Medium |
35% of the respondents were exposed to the FMCG Brand Ad for the first time on OOH Media |
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Summary |
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- More than 15 researches in FMCG category prove OOH Media’s consistency for brand recall
- High screen visibility helps in Brand Building/Recall, Campaign Awareness and New Product Launch
- OOH Media acts as a frequency builder but we occasionally act as a reach builder as well especially in case of tech parks.
- The more we go up the value chain in terms of audience profiling, the more reach we add.
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Case Studies 
Based on some 15 studies in the FMCG category, OOH Media has concluded that high screen visibility contributes significantly toward FMCG brand building and recall, campaign awareness and product launches. The OOH screens essentially serve as frequency builders but it also gives greater reach in case of tech parks. Higher the audience profiling, higher will be the reach, the studies denote. Read on for more details. Read on for more: 
