‘In­no­va­tions should not pinch the pocket’

Outdoor Asia - - Brand Take -

Mea­sur­ing the medium

Yes there can be some sci­en­tific method de­vel­oped for mea­sur­ing the OTS per minute. If not, mar­keters will try to limit their bud­gets in each cam­paign.

Per­cent­age of spend on Out­door medium

Quiet a good amount goes for the out­door medium which we feel gives the de­sired IM­PACT to our cam­paign. With less clut­ter, bet­ter and big­ger sites and mea­sure­ment meth­ods might lead to in­crease in bud­gets.

Pre­ferred out­door for­mat

We pre­fer large for­mat hoard­ings or ground sites and cut-outs as they give the best vis­i­bil­ity in a clut­tered en­vi­ron­ment.

Fo­cus on dig­i­tal OOH

It is too less be­cause: –

a. Less dig­i­tal boards on strate­gic lo­ca­tions b. Also shar­ing the plat­form with 50 more ad­ver­tise­ment leads to too less vis­i­bil­ity with re­spect to cost in­volved. c. In a tele­vi­sion, a viewer can come back to that chan­nel 5 times a day or he is there for at least 1 hour and the chance of see­ing your ad­ver­tise­ment is bet­ter than a dig­i­tal OOH. d. In a metro (un­der­ground rail) too, we get cap­tive au­di­ence. e. In dig­i­tal OOH, a viewer is there for 30 – 60 sec, and he might pass through that route or be in front of that screen in a mall only once, so the chances of see­ing the ad­ver­tise­ment is re­ally bleak.

Creative agen­cies –Their fo­cus or the lack of it on OOH & their cre­ativ­ity

For my brand, agen­cies are in­no­va­tive, but in­no­va­tions should not pinch the pocket. Out­door cam­paign for us is of very high im­por­tance and pri­or­ity, so there is agency fo­cus too.

Su­jay Kutty , Ex­ec­u­tive VP & Busi­ness Head - Zee Bangla

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.