How real can it get??

This seems to be the ques­tion that brands are ask­ing them­selves when it comes to the OOH medium as they ex­plore var­i­ous ways of grab­bing their TG’s at­ten­tion and re­it­er­ate their brand com­mu­ni­ca­tion. There is Lip­ton, for in­stance, which has cre­ated a live

Outdoor Asia - - Editor's Note - N Jay­alak­shmi

T hen there is Kissan that has gone all out show­ing liv­ing, grow­ing plants on the hoard­ings…. and then there is Adi­das which has lever­aged tech­nol­ogy to give a real en­ergy boost to marathon run­ners and in the process also pro­mote its prod­uct. Well in all th­ese cam­paigns it ap­pears that giv­ing a real and live ex­pe­ri­ence is the thrust. Be­sides, in all of th­ese, they are sup­ported by the use of the right tech­nol­ogy. Tech­nol­ogy also brings to my mind the dig­i­tal OOH mar­ket­ing space. It seems that in spite of all the ex­pec­ta­tions from this area, it is still rid­den with many chal­lenges. And the pri­mary chal­lenge seems to be the mind­set. We are fur­ther ex­plor­ing the var­i­ous is­sues that this medium poses by speak­ing to all the stake hold­ers so as to gen­er­ate a mean­ing­ful de­bate and dis­cus­sion on this. De­bate and dis­cus­sion is also what the much awaited OAC 2013 prom­ises. To be held in Goa on July 5th and 6th, the event will see the in­dus­try, agency and brand hon­chos hob­nob­bing and ex­plor­ing newer ideas with re­gard to the OOH medium and where it can go fur­ther. With some tweak­ing of the con­ven­tion for­mat with si­mul­ta­ne­ous break­away for­mat for spe­cific groups, we are hop­ing to have more fo­cused dis­cus­sions on dif­fer­ent as­pects of the in­dus­try such as the creative, the re­gional spend­ing on the medium, the prop­erty de­sign etc. The OA Awards as part of the event is of course a high­light. This year, we have added newer jury cat­e­gories and mem­bers to en­able a bal­anced eval­u­a­tion. Do check out the de­tails on this car­ried in this is­sue. We at VJ Me­dia Works hop­ing to see you as a par­tic­i­pant in OAA/OAC ’13 of course! Mean­while do read, chew and mull on what we have brought for you this month. Cheers!

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