OOH Metrics - the first ever large scale research on Digital Out-of-Home TV Media in India was announced on 8th Oct 2008 in partnership with Nielsen

This is the largest and only study conducted in the OOH TV domain in India spanning 6 key markets of Mumbai, Delhi, Chennai, Bangalore, Pune and Hyderabad with a sample size of 14574 in 175 locations.

This research was conducted across 6 key cities in the 3 location-verticals:

• Work (commercial properties, BPO/ITES, SME)
• Shop (Lifestyle stores, Malls, Supermarkets)
• Play (Multiplexes, Gyms, Restaurants, Bookstores)

This path breaking research profiles the likely audience as well as substantiates reach figures.

The study comprises of:

• Audience profiling of consumers visiting the location
• Insights from consumer behavior in different networks of Work, Shop and Play
• Insights  / understanding audience response towards OOH Media screen to gauge screen/ad recall

The Research was presented to media at the press conference titled ‘Opening the Door’ on October 8th 2008.

Mr Palal Bhattacharjee, (Associate Director, Media & Entertainment Team, The Nielsen Company) says: "Digital OOH offers a distinct dynamism that is fresh & evolving. It targets audiences who have the time & more importantly, the inclination to engage with digital advertising content. This kind of initiative on the consumer’s part brings with it a competitive advantage for this medium, not easily replicable by traditional media."

With changes in the social trends, consumer lifestyle and media fragmentation, OOH TV has emerged as the medium of the future. This medium reaches out to consumers at various touchpoints in the 24-hour media cycle or in a day in the life of the consumer.

This association of OOH Media and Nielsen has led to the initiation of the first ever National Level Research on Digital OOH Medium. OOH METRICS is posed to be the research touchstone for OOH TV media.

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