Ormax OHM Audience Measurement for Out of Home Media OUT-OF-HOME - - PowerPoint PPT Presentation

Ormax OHM

Audience Measurement for Out of Home Media

OUT-OF-HOME ADVERTISING

Versatile

• Posters / screens
• In cinema / Pre roll
• Experience zones
• Product displays
• Digital

Prolific

• Public transport
• Airports
• Cinemas
• Malls
• Retail
• Tourist spots

Evolving

• Digital & video

displays

• Execution &

messaging options

• Increased inventory
• Centralised content /

ad serving

THE MEASUREMENT CHALLENGE VS. OTHER MEDIA

Lack of measurability and accountability leading to ▪ Commoditisation ▪ Barriers to growth ▪ Brand manager adopting a cautious approach ▪ Other media gain higher salience in the marketeers mind A clear need for ▪ Measurability and accountability ▪ A common metric ▪ Credible third party measurement system

AUDIENCE MEASUREMENT: A CRITICAL ASPECT

NEED A SYSTEM THAT IS…

• Covers the range of elements and variety
• Functions in the background in an unobtrusive manner
• Can be applied in audience context and can be standardized in the industry context

Complementary to Business Priorities

• Executed and certified by a neutral expert to highlight credibility
• Has the potential of eventually morphing into a dependable currency

Certified and Credible

• Is a continuous, tech-oriented system that requires minimum human interference
• Provides granular data that can be sliced, diced and modelled
• Is cost effective

Intelligent

Ormax Out-of-Home Measurement (Ormax OHM)

Applying technology to enable measurement for Ambient / Transit Media

Technology

• Camera installed near

the display

• Real-time video

analysis

• No human

intervention

• Cloud-based access

Profiling

• Gender
• Age group
• Time (Daypart)
• Day (Weekday/

Weekend)

Measurement

• OTS
• Dwell Time
• Impressions
• Attention Time
• 100% enumeration,

no sample-based surveys

Analytics

• Dominant Audience
• ‘Prime-time Slots’
• Actual Throughput
• Engagement
• Dashboards

ORMAX OHM: THE SYSTEM

ORMAX OHM: CAPABILITIES

Captures

OTS, Dwell Time, Impressions and Attention time By, gender, age group and daypart

Delivers

Continuous, 24x7 time-series data Actual throughput, impressions and engagement by TG

Enables

Aggregation of elements to understand efficacy and reach Creative & element- level evaluation – cut-through and engagement by TG

ORMAX OHM: WHERE CAN IT BE USED?

Public Utilities, e.g. Airports, Railways & Metro Stations etc.

• For each dedicated display

element: To capture impressions for each element

• Gateways: To capture

throughput

• Key segregation areas: Ticket

counter, queues, lounges, processing areas, concourse access, exits etc.: To profile traffic flow Entertainment Areas, e.g. Malls & Experience Zones

• For each dedicated display

element: To capture impressions for each element

• Entry points: To capture

footfalls

• Location access points such

as elevators, escalators and parking entries: To profile flow and segregation

• Key segregation areas such as

shopping zones, food courts, kids zones, hangout zones: To profile traffic flow Cinemas

• Entry points: To capture

footfall and profile the TG for in-theatre advertising as a category

• For each dedicated display

element: To capture impressions for each element

• Key segregation areas such as

ticket counter, lounges, food zones, entertainment zone, waiting areas: To profile traffic flow

ORMAX OHM: SAMPLE OUTPUT (1/4)

ORMAX OHM: SAMPLE OUTPUT (2/4)

ORMAX OHM: SAMPLE OUTPUT (3/4)

ORMAX OHM: SAMPLE OUTPUT (4/4)

ORMAX OHM: WHAT WILL IT OFFER

▪ Media focused, independent organization, certifying the measurement & data ▪ Reports - MIS / Fortnightly, weekly, campaign / proposal oriented ▪ Performance / attraction indices for each element to signify capabilities / value ▪ Site, element and network valuation ▪ Audience valuation - What is the monetization / communication value for the audience available ▪ Preparing data in context for media & messaging objectives e.g. 1+, 2+, 50%, 70%, etc. ▪ Campaign pre and post evals ▪ Benchmarking across media ▪ Training Opportunities for Media Owner ▪ CPI / CPT / CPM model for deliveries via elements or network. ▪ Create a potential inventory marketplace to offer via the network as a whole

Offers an OOH industry standard in terms of Audience Measurement & Media Efficacy Measurement across Ambient Media, Airports, Malls, Multiplexes, In Cinema and

• ther OOH Media

spaces

ORMAX OHM: WHAT CAN IT DO FOR YOU?

• Optimal use and deployment of media inventory
• Identify ‘prime’ spots, slots, days by TG, occasions etc.

Inventory Optimization

• TG-based planning and delivery capabilities
• Highlight post-campaign deliveries

Media Planning

• Higher revenue realization via more new pricing models
• Impressions-based pricing can now be a reality!

Revenue Models

www.ormaxmedia.com Twitter: @OrmaxMedia Connect with us for a live demo in your office Priyanka Shah

Business Development Manager - Ormax OHM +91 90048 20376 priyanka.shah@ormaxworld.com

Satyen Sharma

Head - Ormax OHM +91 98201 34553 satyen.sharma@ormaxworld.com