Here are some explanations behind our reasoning that your partner should be

Credentials

1.1 About OAP Outdoor Advertising Professional , popularly known as OAP is a specialist OOH Agency that was built with a passion in 2002 to improve the outdoor advertising standards in India. OAP is the AOR (Agency on Record) for outdoor media planning and buying for many leading corporate advertisers in India. OAP is an ISO 9001:2008 certified agency certified by the renowned TUV AUSTRIA CERT. It is of the top 5 companies in the industry .It does not believe in the number game , but “ thought leadership” . Therefore, has always taken pivotal initiatives in introducing new tools that seek to make the OOH business scientific in India. As a premiere outdoor specialist company it is at the forefront of bringing in new and scientific approach towards media planning. Primarily an outdoor planning and buying company it has now also ventured into ambient media and engagement planning. OAP has 8 full service offices across India in Mumbai, Delhi,Kolkata,Bangalore,Ahmedabad,Pune,Hyderabad & Chennai OAP generates multiple potential plans which are winning combinations of precise scheduling and insightful media assembles that are balanced in their reach and frequency and targeted at relevant audiences. It does not believe in 'one size fits all' solutions. That is why it has successfully managed to create campaigns that are effective even with a limited budget. OAP dares to challenge the convention and place quality at the center of every piece of work they do. The subsequent pages will demystify OAP…

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1.2 Key People Abhijit Sengupta’s early media years were spent in the hothouse sales rooms of Selvel Vantage Group, where he successfully learnt the outdoor trade with one of India’s leading outdoor media contractors. A high performer who’s creative urges were still somewhat unfulfilled, Abhijit was headed to the agency side where he gained experience on accounts such as Coca Cola, Star TV, Zee TV, Samsung and Brittania to name a few. He was a crucial component in forming the early outdoor approach of O&M, Primesite and MOMS, but felt the art and science of media planning was at the time still missing from the world of OOH Advertising. In 2002 his desire to make outdoor media more accountable by integrating science, research and technology led him and a few like-minded professionals to create a company with a unified mission.

His forte has been in creating original outdoor specialist systems and processes for clients such as Airtel, USL, Colgate-Palmolive and Maruti Suzuki, cultivating extensive knowledge on outdoor media planning and working on developing various tools. Today, OAP still runs on Abhijit’s founding principles of providing a client-centric service with an unparalleled professionalism and a drive to improve industry standards

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Founder & CEO oap / touchpoint  

1.1 Key People (contd.) James Varghese has over 16 years experience in media roles. He has been with OAPsince Jan ‘07, prior to which he worked with Prime Outdoors and Clear Channel and 9 years of experience working with different TV channels He has a wide experience of directing both rural and urban campaigns for the likes of Colgate, Castrol and Tata Motors. Kaushik Mitra entered the world of OOH media with Selvel, Kolkata in 2001 where he gained two promotions before trying his hand with a local TV channel. Joining OAP in early 2007, Kaushik has managed our Eastern operations and directed accounts for the likes of Future Group, Trent Westside, Zoditha, ABP, Emami and many more. Under the leadership of Kaushik, OAP today is by far the biggest self sustained agency from East. Gautam Jhanjee has over 16 years of experience in sales & OOH. He was one of the Initial members to join OAP 10 years back and after spending 3 years with OAP moved on. In the interim he has been associated with OOH agencies like Percept, Clear Channel, Primesite etc. However in the start of 2011 he decided to join back OAP . Jesley Joseph has over 16 years experience in media roles. He has been with OAP since Dec ‘11, prior to which he worked with Starcom and Mudra. His other roles in media were with Indian Express and Business India. He has a wide experience of handling launches of telecom clients like Aircel and Videocon in South to clients like ITC Foods, Apollo Hospitals, Wipro, Malayala Manorama etc Lalita Sunil has been in the media industry for over 25 years . Comes in with a vast experience in media planning, media buying and specialization in Outdoor . Her prior stints were with JWT, Ogilvy and Rediffusion before joining OAP in October 2011 . She spearheads `Alternate Outdoors’ offering customized solutions for the brand in non traditional media. Has handled many brands and launches Bikash Verma has over 15 years experience in Outdoor domain. Started his career with Selvel Vantage group in 1997 and has worked for 8 years before joining Shlok Media as National Director. He has been the spearhead for agency arm of Shlok . He is with OAP for last 3 years as AVP West. He has developed and worked with respected clients like Arvind Mills, Seagram, Maruti, Future Generali, SBI Mutual, Zee Entertainment etc. during his illustratrious career

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1.3 Size 1.4 Structure 1.1 Years in business

Established in July 2002

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Year Revenue ('000)

2002-03 22,106

2003-04 20,690

2004-05 27,847

2005-06 42,150

2006-07 71,051

2007-08 1,10,441

2008-09 1,44,101

2009-10 86,108

2010-11 1,27,962

2011-12 1,70,000

1.6 Key Client :

CATEGORY COMPANY

Financial- 1) Future Generali India Life Insurance Co. Ltd. 2) SBI Mutual Fund 3) Reliance Mutual Fund 4) HDFC Bank Ltd. 5) HDFC Mutual Fund 6 Edelweiss Tokia 7) Canara Rebeco 8) Baroda Pioneer FMCG- 1) Nestle India Pvt Ltd 2) Marico 3) Colgate 4) ITC Foods 4) Zodhita Health Care Automobile 1) Tata Motors ( Commercial Div) 2) Skoda Auto 3) Tata Motors (Manza, Indigo, Indica & Vista) 4) Bridgestone Airlines- 1) Spice jet Retail- 1) Home Town 2) Home Bazar 3) Big Bazar 4) Trent Limited ( Westside) 5) Bharti Wall Mart Plywood- 1) Green Ply 2) Century Ply Hospitality- 1) Taj Hotels Media- 1) ABP Group 2) Zee TV 3) UTV Home 1) Anchor Electricals 2) Jaguar fittings Beverages- 1) United Spirits Ltd. 2) Bacardi Martini India Pvt. Ltd. 3) Diageo India Pvt. Ltd. 4) Seagrams Tourism 1) South African Tourism

AOR Client:

1) Future Generali India Life Insurance Co. Ltd. 2) Spice Jet Airlines 3) SBI Mutual Fund 4) Lenovo 5) Jaguar Land Rover 6) Bharti WallMart 7) Bridgestone 8) Zodhita Health Care 9) Trent Limited ( Westside) 10) Tata Motors( Commercial Div) 11) HDFC Bank 12) Diageo 13) Taj Hotels 14) South African Tourism 5

1.6 Capabilities beyond hoardings

OAP took over TME 360 in 2010. It is headed by Lalita Menon, who has vast knowledge in all forms of media business. Lalita has been the founder member of the first outdoor specialist division in India in Ogilvy & Mather. OAP 360 offers customized solutions that are relevant to the brand through Alternate Outdoors . Alternate Outdoors encompasses a whole range of services which provides brand solutions based on the brand promise or its USP . Relevant options are evaluated to arrive at the best solution for the brand . Alternate Outdoor offers a whole lot of services from events to static branding . It deals with various channels for communication to reach the end customer The range of services offered is pictorially demonstrated

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Ac$va$on  

Malls,  Mul$plexes,    

Retail  stores,  Gyms,CCD,    

Road  shows  

Digital  media  

Mobile  SMS’s    

Voice  calls    

LCD  screens    

DTH  

Content  Integra$ons  

In-­‐film  

IVR  integra$on

s    

Post  film  integra$on

s    

U$lity  bills    

Cinema  screening  

Analogue  

Digital  

Retail  formats  

Malls  facades    

Trolley  ,  floor  graphics,  

Pillar-­‐wraps,  Danglers  etc  

Events    

Fairs  &  fes$vals  

Jatras,  Marathi  Bana  

Strategy & Planning

2.1 The outdoor planning process followed. Debriefing: Post the briefing, debriefing is done based on: 1. TGI that ascertains types of media vehicles to be used. 2. 4C: Type of spread is determined through one or combination of the 4C’s

1.  Cover: Reach plan 2.  Catchment: Predefined areas with high TG congregation or Points of Action 3.  Captive: Ambient and alternate outdoors 4.  Counter: Shopper marketing and Activation 5.  Creative: Innovations and 6 Hat Ideation

3. Proximity and Time recognition informs broad placement and traffic attributes. Location selection: One or multiple of the following tools are used to zero on the locations. 1. iLap: a sub product of IRS, captured at a micro-level of wards, that helps identifying zones with high TG. Available for top 8 cities 2. PRIZM: Cities divided into a 3x3 grid based on on socio economic status and urbanization. 3. IOS: Indian Outdoor Survey is currently available only for Mumbai and Pune. That is more specific with accurate travel patterns and site GRP’s. 4. Nodal Points, Biz Districts and specific Retail Catchments: this is done on a spatial mapping and not random.

Scheduling: The econometric study on Recency vs. AdStock models of planning helps in determining period and scheduling depending on media and brand objective. Site Selection: Post identifying the pertinent locations, the sites with high OTS are shortlisted. OTS is a derivative of individual DEC (Daily Effective Circulation) and PV (Panel Value). Finally the sites with better CER (Cost Efficiency Rating) are chosen. CER is more of a buyers tool. It is a simple index informing the real value of a site, which is a co-relation of the Price with the Site Quality (PV) and Location Demand/Popularity (Zonal Rating). Gallop Math: The plan is optimized and also rationalized by cutting down wastage by running Gallop Math Model that throws GRP, Reach and Frequency. Available for top 8 cities at the moment. Gallop Math Model is a prevalent model in USA. The data is derived from modeling of Panel Value derived from 8 site parameters, traffic count and statistical modeling.

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Thank you again for considering us. We hope you liked what we’ve shown you so far? Let’s take this further… For any further clarification please feel free to call at +91 22 – 61555666 / +91 9820346608

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