OOH’s in­creased role

Outdoor Asia - - Campaign - By In­dra­jit Sen

The IPL this year has seen higher ticket sales than pre­vi­ous year. And in at least two cities – Mum­bai and Kolkata – vis­i­bil­ity for IPL on OOH me­dia was sig­nif­i­cant. This led IOAA to study the story be­hind this. We asked both the spon­sor­ing brands and their agen­cies on the ob­jec­tives of the OOH cam­paigns, de­tails of me­dia used and the spends com­pared to pre­vi­ous year and the ex­tent to which the ob­jec­tives have been achieved this year as com­pared to pre­vi­ous year. The an­swers from both cities were quite the same. First the ob­jec­tives : both were clear – to in­crease salience and vis­i­bil­ity and pro­mote sale of tick­ets. While in Kolkata, the me­dia used was mainly hoard­ings and more or less the same as last year, in Mum­bai, the prin­ci­ple spon­sor in­creased al­lo­ca­tion on OOH this year and used tran­sit and mo­bile me­dia – trains, bus panels, etc. – in ad­di­tion to hoard­ings as they had last year. So, vis­i­bil­ity and salience was def­i­nitely bet­ter. And, end of the day, ticket sales has re­ally gone through the roof this year both at Mum­bai and in Kolkata. An ob­vi­ous fall­out has been an in­crease in TRPs for the TV broad­casts for the matches this year.

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