‘Creative agen­cies need bet­ter medium un­der­stand­ing’

Keyur Shah CEO - Pre­cious Met­als Busi­ness Muthoot Pap­pachan Group

Outdoor Asia - - Brand Take -

Mea­sur­ing the medium

There are var­i­ous ways of mea­sur­ing OOH ef­fec­tive­ness. Or­ga­ni­za­tions may con­duct brand re­call sur­veys fo­cus­ing es­pe­cially on any re­call with re­gard to out­door sites/ mes­sag­ing etc. An­other way could be mea­sur­ing sales re­sponse/ in­crease in foot­falls in show­rooms/ branches in the OOH catch­ment area etc. Like for any me­dia, mea­sure­ment is crit­i­cal in out­door too, given the quan­tum of spends by var­i­ous cat­e­gories in this me­dia How­ever in In­dia, we still don’t have a for­mal sys­tem to ef­fec­tively mea­sure OOH ef­fec­tive­ness. Most mar­keters rely upon on qual­i­ta­tive feed­back and past ex­pe­ri­ences. It is im­por­tant that the in­dus­try comes up with a so­lu­tion for the same.

Per­cent­age of ad­ver­tis­ing spend on Out­door medium

It is around 25 to 30% of the over­all me­dia spends and de­pends on the ob­jec­tive that we have for a par­tic­u­lar cam­paign. As men­tioned above, lack of for­mal mea­sure­ment sys­tem does leave mar­keters like us to take a call based on past ef­fec­tive­ness. De­vel­op­ment of ba­sic met­rics like traf­fic, vis­i­bil­ity of ex­ist­ing/ new sites and for­mal stud­ies on prod­uct cat­e­gories and con­sumer in­volve­ment, com­pet­i­tive en­vi­ron­ment spe­cific to the cat­e­gory etc. could help in­crease con­fi­dence lev­els and thereby spend lev­els as well.

Pre­ferred out­door for­mat

Cur­rently we look at both tra­di­tional as well as non­tra­di­tional out­door me­dia de­pend­ing on the cam­paign ob­jec­tive. In out­door, we are con­stantly look­ing at in­no­va­tive for­mats as well as in­no­va­tive ways to de­liver our mes­sage, as it is im­por­tant for us to con­nect with our tar­get au­di­ence.

Fo­cus on Dig­i­tal OOH

In­no­va­tive Dig­i­tal OOH is def­i­nitely at­trac­tive but it de­pends on its avail­abil­ity in the catch­ment ar­eas, con­sumer seg­ments that we are tar­get­ing. Our cus­tomer pro­file ranges from lower-mid­dle class to low in­come seg­ments in ur­ban, semi-ur­ban and ru­ral ar­eas. At times even a very ba­sic but highly vis­i­ble tra­di­tional OOH proves to be very ef­fec­tive.

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

In In­dia to­day, there are not many agen­cies who spe­cially fo­cus on OOH cre­atives. The creative agen­cies can come out with in­ter­est­ing op­tions if they have a strong un­der­stand­ing of how the me­dia works, which is still not the case. At times the OOH creative may look bril­liant in pre­sen­ta­tions but when ex­e­cuted has lit­tle im­pact be­cause it may not fit the de­sired ef­fec­tive met­rics that OOH de­mands. Creative agen­cies have to re­mem­ber that OOH is a 4-5 sec me­dia… if the mes­sage can­not be con­veyed in that much time, then it has failed. Clients can ex­tract bet­ter at­ten­tion from agen­cies if they be­lieve in OOH as an equally im­por­tant con­stituent of their me­dia mix.

Credit is­sues faced by me­dia own­ers

This could be be­cause of a va­ri­ety of rea­sons: lack of fore­cast­ing us­age pe­ri­ods, not un­der­stand­ing client re­quire­ments prop­erly, mis­com­mu­ni­ca­tion with agen­cies, client, wrong pre­dic­tion of churn per an­num or per quar­ter, timely pay­ments from clients etc.

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