'Next only to TV...'

Spend on OOH

Uninor has held the highest share of presence in the OOH space since the launch (December 2009) for almost 2 Years. This helped us in achieving almost 100 percent awareness levels. Thereafter for us the need for OOH was more from the perspective of product announcement.
 
Key markets

With respect to OOH, our key markets include the six main towns of Lucknow, Kanpur, Allahabad, Gorakhpur, Varanasi and Jhansi followed by the 47 district head quarters.
 
Preferred formats

We prefer the standard format of billboards with the right choice of location, visibility and some innovation.
 
Performance of OOH in comparison with other states

As per market research, OOH in UP stands next only to TV in terms of effectiveness. The same applies to us. The state being one of the biggest geographies in the country, monitoring of media here is a big challenge though some online tracking systems have been developed. So given these, we need to work really hard to evolve to the next level of monitoring.  
 
Factors that can drive higher OOH spends

Digital initiatives and innovations for sure will encourage higher spends. Apart from this, benchmarking of rates will surely help.