With ever increasing clutter in traditional media, out-of-home media is regaining relevance in India. Romeer Sen, Executive Director, katha mediamix explains ooh nuances
How much importance is given to OOH media in the media planning stage of a company or brand?
The common objective of the business concerned and advertising is winning consumer confidence, and support. Out of home is where the maximum population at the same time can witness the brand communication and therefore every media strategist needs to incorporate OOH as an inseparable media vehicle in its planning. Human vision is prone to watch anything colourful in nature (whether a poster or billboard) for which outdoor ads serve the purpose and is interesting too. Advertising and marketing have grown and matured over the years. The idea has become more than clear that sticking on to traditional media or at the same time, pushing the new age media to ‘purely sell’ is not going to get the marketer even an ounce of value addition or brand equity. Instead of just observing the brand communication, consumers today prefer to be more opinionated with the kind of consumerism around each one of us. Every consumer today needs to relate with a communication and get involved in the entire process rather than feel isolated.
But there’re major changes in OOH...
Today the world is on the move and the target group literally is traveling extensively and has very little time to get hooked to other forms of media. Out-of-home in different forms reaches the target group at places where other media is still fighting to reach. We ourselves are pioneering innovative ways of advertising in OOH. Presently, even we have introduced this new OOH concept in Mumbai’s Sahara Star, wherein we have identified unique places for advertising and branding. It’s a concept which will be a breakthrough in advertising in India.
How is the Indian OOH media different from the western world?
In India, media-spend in OOH is only 6% but the industry has shown promising growth. The reach of outdoor advertising needs more penetration and customisation to other non-urban places in the country. In the West, OOH media means interaction, making consumers almost feel the brand while they see it. There, marketers don’t cluster the market with too many hoardings but distribute it systematically so that every brand can be seen by the consumer. I strongly feel that the disparity and gap between both the worlds has considerably decreased with an eye towards innovation and developing new properties for brand communication.
What all accounts are you currently handling and what activities are you doing for the same?
Currently, we are handling OOH accounts for Amby Valley, Sahara Star, ICEX, MCX, Essar Group, Gujarat Cement, Mainland China, UB Group. For all the major clients we currently look into conventional outdoor properties like billboards, bus shelters, public utilities, kiosks, bus panels, taxis etc.
For more articles, Click on IIPM Article.How much importance is given to OOH media in the media planning stage of a company or brand?
The common objective of the business concerned and advertising is winning consumer confidence, and support. Out of home is where the maximum population at the same time can witness the brand communication and therefore every media strategist needs to incorporate OOH as an inseparable media vehicle in its planning. Human vision is prone to watch anything colourful in nature (whether a poster or billboard) for which outdoor ads serve the purpose and is interesting too. Advertising and marketing have grown and matured over the years. The idea has become more than clear that sticking on to traditional media or at the same time, pushing the new age media to ‘purely sell’ is not going to get the marketer even an ounce of value addition or brand equity. Instead of just observing the brand communication, consumers today prefer to be more opinionated with the kind of consumerism around each one of us. Every consumer today needs to relate with a communication and get involved in the entire process rather than feel isolated.
But there’re major changes in OOH...
Today the world is on the move and the target group literally is traveling extensively and has very little time to get hooked to other forms of media. Out-of-home in different forms reaches the target group at places where other media is still fighting to reach. We ourselves are pioneering innovative ways of advertising in OOH. Presently, even we have introduced this new OOH concept in Mumbai’s Sahara Star, wherein we have identified unique places for advertising and branding. It’s a concept which will be a breakthrough in advertising in India.
How is the Indian OOH media different from the western world?
In India, media-spend in OOH is only 6% but the industry has shown promising growth. The reach of outdoor advertising needs more penetration and customisation to other non-urban places in the country. In the West, OOH media means interaction, making consumers almost feel the brand while they see it. There, marketers don’t cluster the market with too many hoardings but distribute it systematically so that every brand can be seen by the consumer. I strongly feel that the disparity and gap between both the worlds has considerably decreased with an eye towards innovation and developing new properties for brand communication.
What all accounts are you currently handling and what activities are you doing for the same?
Currently, we are handling OOH accounts for Amby Valley, Sahara Star, ICEX, MCX, Essar Group, Gujarat Cement, Mainland China, UB Group. For all the major clients we currently look into conventional outdoor properties like billboards, bus shelters, public utilities, kiosks, bus panels, taxis etc.
Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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