‘Sea­sonal ad­ver­tis­ers will fuel growth’

Bidyut Nath, Head - Ad­ver­tis­ing & Corp. Com­mu­ni­ca­tions Dol­lar In­dus­tries Ltd

Outdoor Asia - - Brand Take -

Mea­sur­ing the medium

In-spite of the de­vel­op­ment of dif­fer­ent sys­tems for mea­sur­ing OOH ef­fec­tive­ness, the most ac­cept­able are the re­sults re­flected in sales. It is not nec­es­sary that OOH will give in­stant re­sults but it has a steady and ro­bust con­tri­bu­tion to brand po­si­tion­ing. This is ev­i­dent in the in­crease of sales.

ROI mea­sured af­ter ev­ery cam­paign with­stands the phe­nom­e­non that brand cus­to­di­ans are cau­tious of spends. There are pos­i­tive re­sults ob­vi­ously, oth­er­wise the medium would have with­ered long ago.

Per­cent­age of ad­ver­tis­ing spend on Out­door medium

Our over­all ex­pen­di­ture on out­door seg­ment is around 30% and we are plan­ning to add some more in this seg­ment in fu­ture. With the ad­ver­tis­ing sec­onds de­creas­ing in TV, brands will have to in­crease their spends in other medi­ums to sus­tain the vis­i­bil­ity.

Pre­ferred out­door for­mat

As an old player we have come across many for­mats in the out­door um­brella. Our all-time favourites are large for­mats in an open area and road side dis­plays which give us more vis­i­bil­ity and ac­cess to the large amount of eye­balls.

Fo­cus on dig­i­tal OOH

Though we haven’t ex­plored the dig­i­tal OOH much, we are ex­cited about in­clud­ing it in our next cam­paign.

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

It is the brand that steers the creative agency with the brief. Larger than life, in­trigu­ing and out-of-the box OOH creative is pos­si­ble with the cor­rect mix of strat­egy, brief and goal.

OOH medium has a key part in any ad­ver­tis­ing cam­paign plan to­day. No creative agency can ig­nore it any­more.

Credit is­sues faced by me­dia own­ers

Any in­dus­try across the world has equal amount of triv­ial and se­ri­ous is­sues. Credit is pos­ing a se­ri­ous threat to small and medium me­dia own­ers and agen­cies in this in­dus­try. How­ever, the con­stant flow of sea­sonal ad­ver­tis­ers’ money eases the sit­u­a­tion. We will see such spends grow­ing in fu­ture re­sult­ing in a so­lu­tion to the is­sue.

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