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

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!