The Khushi Approach:
Leveraging Data Analytics & Insights for Strategic OOH Plans

At Khushi, we recognize that data-driven decision-making is the foundation of an impactful OOH media strategy. By utilising analytical tools and leveraging insights from seasonal trends, competition analysis, spending patterns, and category insights, we ensure that every campaign is optimized for maximum reach, relevance, and ROI. Here’s how these 8 key parameters contribute to strategic OOH planning:

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  1. Seasonally Active Trends & Patterns

  Why it matters: Consumer behavior and media consumption fluctuate across seasons. Understanding these trends ensures that brands time their OOH campaigns for optimal impact.

  How Khushi leverages it: We analyze past OOH performance, footfall data, and consumer engagement metrics to identify peak seasonal opportunities – whether it’s the holiday shopping surge, summer travel season, or back-to-school periods. This helps brands place the right messages in the right locations at the right time, maximizing effectiveness.

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  2. Brand-Specific Competitive Spends

  Why it matters: Knowing where and how competitors allocate their OOH budgets offers a strategic edge.

  How Khushi leverages it: Through ADEX data and competition analysis, we assess the share of voice (SOV), preferred media types, and high-performing locations of key competitors. This allows brands to finetune their media place ments, ensuring they counter or outperform rival campaigns in prime locations.

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  3. Spend Patterns in High-Penetration Markets

  Why it matters:High-penetration markets indicate strong consumer demand and brand recall opportunities.

  How Khushi leverages it: By studying spending trends in cities or regions where OOH, Cinema, Airports and Malls has proven success, we guide brands in allocating budgets efficiently, focusing on markets that drive the best results.

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  4. Festive Active Brand Behaviour

  Why it matters: The festive season is a high-spending period across catego ries, and brands that invest smartly in OOH gain massive visibility and consumer engagement.

  How Khushi leverages it: We track which brands increase their OOH spends during festive periods (e.g., Diwali, Eid, Christmas) and identify trending media formats, high-footfall locations, and campaign success benchmarks. This enables brands to tap into consumer sentiment, align messaging with festive themes, and capture heightened purchasing intent.

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  5. Leading Category Spenders

  Why it matters: Industry leaders dictate category trends, making it crucial for brands to stay competitive.

  How Khushi leverages it: We analyze top-spending brands in categories such as FMCG, BFSI, retail, automobile, and telecom to understand media preferences, ad formats, and regional strategies. This allows brands to bench mark their OOH strategy against top spenders and position themselves effec tively within the category.

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  6. Emerging Industry Spenders

  Why it matters: New players entering the OOH space can disrupt the land scape and offer fresh opportunities.

  How Khushi leverages it: We track spending patterns of startups, D2C brands, fintech, edtech, and other emerging sectors to identify rising trends and potential white spaces in the OOH ecosystem. Brands can capitalize on these insights to explore untapped media formats or new regional markets ahead of their competition.

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  7. Preferred Media Types of Specific Categories

  Why it matters: Each category has unique OOH preferences – some prioritize airport branding, while others focus on malls, billboards, or digital screens.

  How Khushi leverages it: Through data analytics, we decode which OOH formats work best for different industries, ensuring brands invest in the most effective media mix. For example:

  • • Luxury brands prefer premium airport and mall media.
  • • FMCG brands invest heavily in high-traffic billboards and transit media.
  • • E-commerce brands focus on bus shelters, metro stations, and digital OOH.

  By aligning OOH investments with industry-specific preferences, brands maximize engagement and ad recall.
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  8. Monthly/Annual Spends of Competition

  Why it matters: Tracking how competitors distribute their OOH budgets over time helps brands anticipate market shifts and optimize own spending cycles.

  How Khushi leverages it: We analyze monthly and annual OOH spending patterns to identify:

  • • Peak investment periods for key competitors.
  • • Types of Campaigns
  • • Budget distribution across cities and formats.
  • • Fluctuations in category spend over time

  By using this intelligence, brands can adjust their own OOH strategy dynami cally, ensuring maximum visibility at the most cost-effective pricing.

The Khushi Advantage:

By transforming raw data into patterns and insights – we optimise your integrated OOH strategy towards a smarter, sharper, and more successful campaign.

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