Times OOH's Mumbai BQS Network - A complete media solution

Media News

National, September 30, 2013

A recent research concluded by Times OOH in association with AC Nielsen and MConsult (the consulting wing of Group M) confirms the supremacy of Bus Queue Shelters in Mumbai in the world of media solutions.

The 3Cs of ‘Collaborate.Create.Connect’ perfectly mirror the value proposition the bus shelters offer, to regional as well as national advertisers. I.e. in a cut-throat commoditized market, Times OOH believes in a collaborative approach centered on understanding client needs, to create innovative options for them that help in establishing a strong connect with an upmarket audience across Mumbai.

With shelters present throughout three of Mumbai’s major routes, Times OOH enjoys a dominant 65% market share in the entire South & Western stretches of the city. South & West Mumbai house major hubs of business and leisure, and see a bustling traffic of urban audiences who are fuelling ahead the Indian consumption story. With over 1300 properties, this effectively translates into a shelter being located every 200 meters! No other single media player can offer such a widespread reach in the heart of the city.

Interestingly, the BQSs are strategically equipped to provide not just reach, but also localized targeting. An excellent example of this can be seen in the retail advertising space. Herein, a BQS could be converted to a completely personalized advertisement vehicle at the point of purchase which announces store offers & hence increases footfalls to the outlet.

The AcNielsen research also reinforces that more than 70% of commuters take the same route every day. Thus, the advertising is not only conspicuous, but also repeated. High ‘Opportunity to See (OTS)’ combined with daily repetition, leads to increased retention and recall. This combination of high reach and high frequency is unique to this medium alone.

Another distinctive USP which Times OOH is striving to bring to the table is increased brand engagement through innovative advertising options such as creative lighting, brand sampling/testing & life sized installations. The recent campaign done by channel Big RTL Thrill for promoting its show Fear Factor, demonstrates the power of innovation in the OOH space. To provide a snake-pit like feel, motorized rubber snakes were placed within an acrylic enclosure, which made it seem like the snakes were alive and moving! The month-long campaign made sure that relevant audience was prompted to tune in and sample the show.

Times OOH are not only upping the ante on innovations, but are also investing in procuring analytical tools which will provide an accurate count of traffic passing in front of the bus shelters. These measures would be handy for customers looking to plan their media scientifically basis calculated ROI numbers.

While other mass media formats also provide a similar value proposition, probability of consumer switching channels is higher in them. In contrast, advertising on bus shelters cannot be ignored. Thereby, every ad present on them runs 24/7 for the duration of the campaign. A study conducted by Market Share for Clear Channel Advertising proves that OOH advertising used in conjunction with mass media formats provides a significantly higher lift to brand sales as compared to a media plan of the same budget, devoid of OOH. Hence advertisers would do well to pay attention to spend diversification, for better efficacy and efficient utilization of moneys.

Mr. Sunder Hemrajani, MD, Times Innovative Media captures the bottom-line in a single statement, “Times OOH bus shelters in Mumbai offer a winning proposition combining high effective reach to urban audiences, with unmatched customer solutions. Any brand looking to make a mark in Mumbai, just cannot afford to miss out on the Times OOH network!”

For further information, please contact:

Times Group

Silvia Palmei

Mobile:

Email: silvia.palmei@timesgroup.com