Haresh Nayak of Posterscope talks about the launch of rateOOHmeter, a new OOH rate benchmarking tool. Abhishek Maheshwari of Disney India talks about the channel's foray into the HD space with the launch of Disney International HD.
RATEOOHMETER WILL HELP CLIENTS GET ROCK BOTTOM PRICE FOR SITES: HARESH NAYAK
Posterscope India, the Out-of-Home division of Dentsu Aegis Network, has just launched rateOOHmeter, a new OOH rate benchmarking tool that will provide detailed information on the media pricing of the entire Indian OOH ecosystem. Haresh Nayak, Managing Director Posterscope India tells us how this tool will help simplify the process of buying OOH inventory while also increasing efficiency.
ON RATEOOHMETER: The rateOOHmeter platform is based on field data of the OOH campaign universe with information on more than 400 brands, 1,600 cities, over 3,000 campaigns and around 85,000 OOH inventory across formats pan India. The tool will streamline media buying processes that the industry often grapples with in order to achieve regulation.
BRIDGING THE DATA GAP: Today, data is the new currency. There is an abundance of data available - be it in terms of audiences or pricing. With rateOOHmeter, we plan to use and analyse pricing data over a period of time that will help us bring about some standardization in terms of pricing. It will help brands see why a site should cost a particular amount and will also help them budget their campaigns better. Clients will now be able to map their productivity through the agency’s buying process and the agency will be able to deliver beyond the brief.
HELPING BRANDS GET THE BEST PRICE: Since OOH is a highly unorganized category, there are multiple vendors, agencies and brands involved that add to a lot of chaos. The tool will help establish a price-point which will help clients have a benchmark so that their spends are utilized optimally. The tool also maps prices being offered by our competitors. We will use this data internally so that we can offer the best price and the clients get the absolute rock bottom price.
DISNEY INTERNATIONAL HD WILL FILL A GAP IN THE YOUTH SPACE IN ENGLISH ENTERTAINMENT: ABHISHEK MAHESHWARI
Disney Media Networks has forayed into the HD space for the first time with the launch of Disney International HD. The channel showcases English content targeting the youth. The content mix spans a wide variety of brand new series and movies, to original movies and popular hits like ‘Hannah Montana’ and ‘Wizards of Waverley Palace’ and ‘High School Musical’. Abhishek Maheshwari, Vice President, Media Networks, Disney India tells us more
THE TG: We are targeting the 14-25 age group. There is content for the age groups 2-14 and then the GECs which target adult audiences. However, there is a gap in the youth space in English entertainment which is currently not served. We believe we are offering this segment a compelling choice and once they sample it, a fair portion of them will get hooked on.
THE INSIGHT: The reason why we are confident is that this content hasn’t been shown across any platform and it targets a specific age group where there isn’t much for them once they grow out of animation and before they enter GEC landscape. There has always been a fan-base for Disney’s original content. We don’t syndicate this content to other platforms and feel now it is a great time particularly with the way distribution is moving. There is a large overlap of this audience that consumes this content and already has access to HD.
ADVERTISING VS SUBSCRIPTION: This is largely a subscription product as there has been a growth in HD consumption and ARPUs (Average Revenue Per User) are higher. We are looking at a more sponsorship-driven approach where there are brands who want to reach this specific audience. We haven’t yet signed on advertisers. To begin with, we will offer the channel to get people to sample the content, and then start brand partnerships. We will look at youth-focused brands that appeal to premium consumers.
