TO EVALUATE the effectiveness of audio advertising / announcements as a medium compared to other outdoor media at bus depots in western Maharashtra, Vritti i-Media in association with the A C Neilsen Company conducted research at MSRTC bus stands across the state. The findings proved audio advertising as a medium to be as effective or more effective than other traditional forms of OOH such as hoardings, signagaes and kiosks.
The key findings of the research are:
• Audio advertisement as medium is effective despite being restricted to confines of a bus
hoardings and bus panels at 98%
• On an average 2.2 brands are recalled on audio advertisements. It is comparable with
• Virtually everyone (97%) find announcements to be very useful or somewhat useful
• 85% of the people read, rest or chat with co-passengers while waiting at bus stations and are captive in nature. Only 15% of the people listen to radio while waiting at bus stations.
• Audio advertisements coupled with announcements appears to be an effective advertising medium
This study has presented Vritti i-media with a unique opportunity to convince potential advertisers of the effectiveness of the audio advertising medium while enabling advertisers to draw a comparison among diverse media present at a given location i.e. ST bus depots to sample the unaided recall of brands advertising across these media.
The MSRTC (Maharashtra State Road Transport Corporation) is the state run bus service of Maharashtra with 16,000 buses which ferry 7 million (70 lakh) passengers daily on 17,000 routes. On a typical day the average footfall measured at these ST bus stations is 40,000 & more thus making these junctions extremely critical for advertisers who are looking to make a mass impact among a target audience that ranges from students to small business owners, and semi-urban dwellers.
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