John jacob's Eyewear Lessons For Brand doing OOH

JOHN JACOBS

The Requirements

Billboards serve as an excellent reminder medium, helping gain top-of-the-mind recall amongst customers when they are outside their homes. In the case of John Jacobs, they have opened stores in the commercial hubs of Indiranagar and Koramangala (where people often come with the purpose of shopping / hanging out with friends), and the purpose of the billboard advertisements was to increase footfalls to their stores.

The task at hand was to ensure that using our proprietary MAVIN platform, we needed to suggest billboards which would be more effective (in terms of visibility and therefore creating brand awareness) while ensuring that they are well within their stipulated budget.

John Jacobs had deployed six billboards, 5 around Koramangala and 1 in Indiranagar. For the study purpose, we selected one billboard in Indiranagar and one in Koramangala near Sony World signal.

The Challenges

The customer segment of John Jacobs is predominantly Sec-A customers, chiefly the young working-class population who aspire for luxury products. While suggesting better alternatives, we need to ensure that the demographics of the target population of the billboards doesnt change.

At present, the billboards have been selected keeping the following aspects in mind -

  • Presence on routes leading to the stores
  • Distance of billboard to store < 2 km
  • Apparent cost / Approximate views (the lower the better)
  • General understanding of profile of public crossing those billboards

Analysis for John Jacob's Indiranagar Billboard

Present Billboard

Proposed Alternatives

MAVIN Advantage

This is how our analysis helped John Jacobs identify better alternatives in Indiranagar

Comparison of No. of Estimated Impressions for Indiranagar billboards

Comparison of CPM (Cost per thousand impressions) for Indiranagar billboards

All this, while ensuring that the overall target audience demographics remains the same!

As seen above, we see a significant (3.5x) increase in the No. of Impressions that would be garnered by the billboards suggested through the MAVIN platform as compared to the current billboard on which John Jacobs is advertising at Indiranagar. While we also see a 3.5x decrease in the CPM (cost per thousand impressions), we have simultaneously ensured that the constraints that we've listed earlier (ensuring similar demographics, within 2 km range of existing billboards etc.) are also being adhered to!

Analysis for John Jacob's Koramangala Billboard

Present Billboard

Proposed Alternatives

MAVIN Advantage

This is how our analysis helped John Jacobs identify better alternatives in Koramangala

Comparison of No. of Estimated Impressions for Koramangala billboards

Comparison of CPM (Cost per thousand impressions) for Koramangala billboards

All this, while ensuring that the overall target audience demographics remains the same!

As seen above, we see a 11x increase in the No. of Impressions that would be garnered by the billboards suggested through our MAVIN platform as compared to the current billboard on which John Jacobs is advertising at Koramangala. While we also see a 9x drop in the CPM (cost per thousand impressions), we are simultaneously ensuring that the constraints that we've listed earlier (ensuring similar demographics, within 2 km range of existing billboards etc.) are also being adhered to!