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 Prolific Evolving • Posters / screens • Public transport • Digital & video displays • In cinema / Pre roll • Airports • Execution & • Experience zones • Cinemas messaging options • Product displays • Malls • Increased inventory • Digital • Retail • Centralised content / • Tourist spots 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… Complementary to Business Priorities • 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 Certified and Credible • Executed and certified by a neutral expert to highlight credibility • Has the potential of eventually morphing into a dependable currency Intelligent • Is a continuous, tech-oriented system that requires minimum human interference • Provides granular data that can be sliced, diced and modelled • Is cost effective

Ormax Out-of-Home Measurement (Ormax OHM) Applying technology to enable measurement for Ambient / Transit Media

ORMAX OHM: THE SYSTEM Technology Profiling • Camera installed near • Gender the display • Age group • Real-time video • Time (Daypart) analysis • Day (Weekday/ • No human Weekend) intervention • Cloud-based access Measurement Analytics • OTS • Dominant Audience • Dwell Time •‘Prime - time Slots’ • Impressions • Actual Throughput • Attention Time • Engagement • 100% enumeration, • Dashboards no sample-based surveys

ORMAX OHM: CAPABILITIES Captures Delivers Enables Aggregation of OTS, Dwell Time, Continuous, 24x7 elements to Impressions and time-series data understand efficacy Attention time and reach Creative & element- Actual throughput, By, gender, age level evaluation – impressions and group and daypart cut-through and engagement by TG engagement by TG

ORMAX OHM: WHERE CAN IT BE USED? Public Utilities, e.g. Airports, Entertainment Areas, e.g. Cinemas Railways & Metro Stations etc. Malls & Experience Zones • For each dedicated display • For each dedicated display • Entry points: To capture element: To capture element: To capture footfall and profile the TG for impressions for each element impressions for each element in-theatre advertising as a category • Gateways: To capture • Entry points: To capture • For each dedicated display throughput footfalls element: To capture impressions for each element • Key segregation areas: Ticket • Location access points such counter, queues, lounges, as elevators, escalators and processing areas, concourse parking entries: To profile • Key segregation areas such as access, exits etc.: To profile flow and segregation ticket counter, lounges, food traffic flow zones, entertainment zone, waiting areas: To profile • Key segregation areas such as traffic flow shopping zones, food courts, kids zones, hangout zones: 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 Offers an OOH ▪ industry standard Reports - MIS / Fortnightly, weekly, campaign / proposal oriented ▪ in terms of Performance / attraction indices for each element to signify capabilities / value Audience ▪ Site, element and network valuation Measurement & ▪ Audience valuation - What is the monetization / communication value for the Media Efficacy audience available ▪ Preparing data in context for media & messaging objectives e.g. 1+, 2+, 50%, 70%, etc. Measurement ▪ Campaign pre and post evals across Ambient ▪ Benchmarking across media Media, Airports, ▪ Training Malls, Multiplexes, In Cinema and Opportunities for Media Owner other OOH Media ▪ CPI / CPT / CPM model for deliveries via elements or network. spaces ▪ Create a potential inventory marketplace to offer via the network as a whole

ORMAX OHM: WHAT CAN IT DO FOR YOU? Inventory Optimization • Optimal use and deployment of media inventory • Identify ‘prime’ spots, slots, days by TG, occasions etc. Media Planning • TG-based planning and delivery capabilities • Highlight post-campaign deliveries Revenue Models • Higher revenue realization via more new pricing models • Impressions-based pricing can now be a reality!

Priyanka Shah Satyen Sharma Business Development Manager - Ormax OHM Head - Ormax OHM +91 90048 20376 +91 98201 34553 priyanka.shah@ormaxworld.com satyen.sharma@ormaxworld.com www.ormaxmedia.com Twitter: @OrmaxMedia Connect with us for a live demo in your office