‘Digital is a cost effective option to augment large format reach’
Measuring the medium
Unlike print or electronic media, which have specific readership/ viewership/ audience statistic currencies, one cannot arrive at the precise number of eyeballs an OOH location may get. However, an estimation of overall footfalls/ traffic is available for most outdoor locations, and depending on the size/ placement/ orientation of the OOH medium, the eyeballs and attention span can be approximated. Then there’s also a fair amount of reservation to the prevalent media consumption surveys. Considering all factors, an OOH plan can indeed be evaluated on an ROI basis, which can be further validated with sales/ perceptual data pertaining to the campaign objective.
Percentage of spend on Outdoor medium
Outdoors are the preferred media in our flagship campaigns, since they align with the local reach of radio, and help us cover a major part of ‘day in life’ of a listener. Also OOH offers higher frequency of visibility/OTS and hence works better for building recall for the campaign and the brand. For large media campaigns, OOH may comprise upto 70% of the total outlay.
Preferred outdoor format
Billboards. We prefer large format media because of the scope they offer in terms of effectively displaying a detailed creative. They are also available on most of the strategic commute routes. We have even done ‘first of its kind’ innovations, with live radio shows hosted from studios built on hoardings; across Delhi, Mumbai and Kolkata. Size does matter as far as billboards are concerned, besides other parameters like location, orientation etc. Smaller media may be used for generic visibility/ logo display, etc. Street-side garden umbrellas have also worked well for us in terms of generic branding.
Focus on Digital OOH
We have been utilising slides in multiplexes, digital OOH in malls, Live -Media screens at relevant touch-points. It is a good and a cost effective media option to augment the reach given by large format billboards and helps us in giving spread to the campaign across the length & breadth of the city.
Nisha Narayanan Chief Operating Officer