‘We need an ed­u­ca­tion plat­form to cre­ate OOH aware­ness’

K.B. Agar­wal Man­ag­ing Di­rec­tor Rupa & Com­pany Ltd

Outdoor Asia - - Brand Take -

Mea­sur­ing the medium

If prop­erly mea­sured out- of- home may pro­vide unit by unit de­mo­graphic de­tail. A dis­crim­i­nat­ing reach, and fre­quency model with au­di­ence met­rics are needed, but the cor­rect un­der­stand­ing of th­ese needs for a brand is miss­ing in this plat­form. Mea­sure­ment and mon­i­tor­ing are two dif­fer­ent things. Both re­quire a dif­fer­ent ap­proach and dif­fer­ent kind of treat­ment. Me­dia and Dig­i­tal peo­ple need to un­der­stand what they are try­ing to mea­sure. No­body has un­der­stood the ef­fi­cacy of the OOH medium. Fre­quent mon­i­tor­ing is ex­tremely im­por­tant for the in­dus­try. The lack of com­fort with the in­vest­ment is the rea­son for the ab­sence of trust. Hence, there should be more in­vest­ment done in re­search for OOH. It is the me­dia owner’s re­spon­si­bil­ity to mon­i­tor and it is con­veyed by the agen­cies as per their ob­ser­va­tions that it does not get enough in­vest­ments to do a com­pli­ance au­dit and thus shifts the re­spon­si­bil­ity. Hence, it be­comes a vi­cious cir­cle. There is no col­lab­o­ra­tion be­tween those who mon­i­tor, those who cre­ate and those who in­vest. As a brand we try to cap­ture the ef­fect of our out­door mar­ket­ing to mea­sure ROI and ob­serve cus­tomer be­hav­iour, so there are in­for­mal ways of check­ing what out­door is do­ing, but there is no fixed stan­dard. In­no­va­tion is some­thing that can­not be mea­sured as it pulls a cus­tomer to­ward the prod­uct be­ing mar­keted. Ba­sic mea­sure­ment and fre­quency should be there to get ROI. We need to have more in­dus­try pro­fes­sion­als with strate­gic and in­no­va­tive per­spec­tive; and work­ing should be pas­sion-ori­ented. With more young peo­ple com­ing into this in­dus­try, there should be a welle­quipped ed­u­ca­tion plat­form to teach what out­door is all about.

Out of Home Me­dia Mea­sure­ment-

Out of home me­dia has a new au­di­ence mea­sure­ment sys­tem that re­ports its true value-- Out –Of- Home Rat­ings. For over 50 years, out of home me­dia buy­ers and sell­ers have used Daily Ef­fec­tive Cir­cu­la­tion (DEC), mea­sur­ing only cir­cu­la­tion, or the num­ber of times 18+ peo­ple passed an out of home dis­play in a day. OOH rat­ings go way be­yond DEC-based mea­sure­ment, be­com­ing the ad­ver­tis­ing in­dus­try’s first me­dia mea­sure­ment sys­tem that re­ports au­di­ence who ac­tu­ally see your ad­ver­tise­ment. Out­door rat­ings rep­re­sents the aver­age num­ber of per­sons who are likely to no­tice an ad viewed on an out­door dis­play, that in­clude bul­letins, posters, ju­nior posters, and bus shel­ters.

Con­se­quences of lack of mea­sure­ment:

• Poor R.O.I

• Poor Brand­ing

• Loss of Op­por­tu­nity

• Poor Vis­i­bil­ity

• Con­flict be­tween Agency & Brand

• Less Ac­count­abil­ity

Per­cent­age of ad­ver­tis­ing spend on Out­door medium

Cur­rently in the me­dia mix the per­cent­age of Out­door is 40 % out of which the break up is: wall paint­ing – 15 % , Hoard­ing -25% , Vis­ual Mer­chan­dis­ing / Dealer Board -25%, Rail­ways – 20 % Event Par­tic­i­pa­tion -5%, Oth­ers – 10%. In or­der to reach all mar­kets, the above OOH re­quire­ment will al­ways be de­cided, de­pend­ing on avail­abil­ity of lo­ca­tion but VM & hoard­ing spend­ing will in­crease grad­u­ally.

Pre­ferred out­door for­mat

OOH ac­tiv­i­ties were gen­er­ally used to com­ple­ment the main mass me­dia mar­ket­ing ac­tiv­i­ties and usu­ally a frac­tion of mar­ket­ing re­sources were al­lo­cated for th­ese ac­tiv­i­ties. Even though OOH ac­tiv­i­ties started off to fill in for ATL ac­tiv­i­ties. In­creas­ingly, OOH strate­gies are now rec­og­nized as eco­nom­i­cal, unique, and per­sonal ways to achieve “cut-through” in the su­per­sat­u­rated ad­ver­tis­ing en­vi­ron­ment.

Our pre­ferred Out­door For­mats -

• Ban­ner out­side shop to be used dur­ing sum­mer / rains to pro­tect from sun light & wa­ter.

• Brand­ing on um­brella & dis­trib­uted in mar­ket as OOH.

• Rail­way Plat­form & Com­part­ments

• Bus Shel­ters

• Hoard­ing & Kiosks

• Wall Paint­ing & Wall wraps

• Shut­ter Paint­ing

Rea­sons for se­lect­ing above for­mats are:

• 24 Hours Vis­i­bil­ity - Out­door ad­ver­tis­ing signs are not tem­po­rary or pe­ri­odic, but rather con­sis­tent and non-stop.

• Eco­nom­i­cal - Out­door ad­ver­tis­ing costs 80% less over­all than tele­vi­sion, 60 % less than print ad­ver­tise­ments and 50 % less than ra­dio ad­ver­tis­ing. Out­door ad­ver­tis­ing agen­cies in fact should work with all me­dia-ad­ver­tis­ing agen­cies to pro­duce the most ef­fec­tive ad­ver­tis­ing cam­paigns imag­in­able.

• Forced At­ten­tion of Con­sumer - The hu­man eye gets rapidly fixed on an out­door ad­ver­tise­ment to help pass time and avoid bore­dom while one is stuck in traf­fic or wait­ing at bus stop. Thus po­si­tion­ing ad­ver­tise­ments at bus stops, busy in­ter­sec­tions and/ or along high­ways prone to high vol­ume is in­ge­nious.

• Flex­i­bil­ity - Out­door ad­ver­tis­ing can be lo­cated in any ar­eas where it will most likely be ef­fec­tive.

• State of The Art – Th­ese days in­ter­ac­tive bill­boards and tri-vi­sion per­mits 3 var­i­ous ad­ver­tise­ments to be dis­played on one unit. Ad­di­tion­ally, the ac­tual time needed to cre­ate and print the ad­ver­tise­ment has been cut in half with new state-of-the art tech­nolo­gies.

The an­swer-find­ing process is col­lab­o­ra­tive. We pre­fer a qual­ity ex­change of tech­ni­cal and strate­gic per­spec­tives that gen­er­ates so­lu­tions and trig­ger ac­tions that best meet our brand and busi­ness ob­jec­tives. It is a new ap­proach to ad­ver­tise­ment and spe­cially in ur­ban and metro cities and it is ef­fec­tively vis­i­ble even in late evening from dis­tance and add on value to brand per­cep­tion but at the same time it is dif­fi­cult to mon­i­tor its time and ten­ure with dis­play ro­ta­tion.OOH ini­tia­tives are like tra­di­tional di­rect mar­ket­ing ef­forts – they aspire to es­tab­lish tar­geted re­la­tion­ships be­tween mar­keters and in­di­vid­ual con­sumers, and of­fer com­pa­ra­ble ease in mea­sur­a­bil­ity. With in­creased frag­men­ta­tions and de­mog­ra­phy along with the big­ger pres­sure to raise ef­fec­tive­ness of mar­ket­ing com­mu­ni­ca­tion soon BTL ac­tiv­i­ties have started sub­sti­tut­ing ATL ac­tiv­i­ties and there has been a steady growth in BTL ex­pen­di­ture in this cen­tury. With its unique abil­ity to per­son­al­ize and cus­tom­ize com­mu­ni­ca­tion this form of com­mu­ni­ca­tion is slowly re­plac­ing the mass me­dia ad­ver­tis­ing.

OOH is a com­mon tech­nique used for “touch and feel” prod­ucts (con­sumer items where the cus­tomer will rely on im­me­di­ate in­for­ma­tion rather than pre­vi­ously re­searched items). An OOH tech­nique en­sures re­call of the brand while at the same time high­light­ing the fea­tures of the prod­uct. Some of the ways by which we do OOH pro­mo­tions are by exhibitions/ events spon­sor­ship ac­tiv­i­ties, pub­lic re­la­tions and sales pro­mo­tions For­eign tours etc.

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

The role of creative agency is al­ways to in­no­vate and en­sure the spread of OOH Pan In­dia & mak­ing it ef­fec­tive keep­ing in mind the chang­ing fac­tors like lan­guage, cus­tom etc. which changes ev­ery 200kms in our coun­try. This is a chal­lenge in­deed. Hence, we fo­cus with two lan­guage English & Hindi & for all our OOH ad­ver­tise­ment pro­pos­als which are be­ing pre­sented on monthly ba­sis. We take a de­ci­sion from their sam­ple size by short­list­ing the best of the lot. There is still a lot of scope for im­prove­ment for all our OOH ad­ver­tise­ments cre­ated by our agen­cies.

Most of the agen­cies are look­ing for high rev­enue gen­er­a­tion area which is al­ways per­tain­ing to Film Pro­duc­tion, Celebrity En­dorse­ment, Brand Build­ing / Repo­si­tion­ing, Event Man­age­ment, Elec­tronic Me­dia Plan sched­ul­ing & buy­ing, On line Brand­ing & Pro­mo­tion.OOH is more de­mand­ing in terms of cre­ativ­ity and com­pe­ti­tion is stiff be­cause of its short life & new­ness re­quired in ev­ery quar­ter. In my opin­ion, be­cause of th­ese chal­lenges and just to keep the client en­gaged, agen­cies are of­fer­ing OOH to client. Fac­tors like sea­son­al­ity ef­fect with lo­ca­tion pref­er­ence must be taken into con­sid­er­a­tion and bal­anc­ing all is al­ways dif­fi­cult.

To in­crease at­ten­tion, brands should give proper recog­ni­tion and share in­dus­try trend in­puts with the agen­cies as a part­ner will al­ways help them to add on more cre­ativ­ity for their client.

The brand’s in- house mar­ket­ing team with re­search find­ings on cus­tomer be­hav­iour change should be col­lab­o­ra­tive with the agency, so that their ex­per­tise gets trans­lated into ex­pres­sions on OOH.

Credit is­sues faced by me­dia own­ers

It is hap­pen­ing be­cause in many cases the busi­ness re­cy­cling process are af­fected and ad­ver­tise­ment is not gen­er­at­ing the in­cre­men­tal rev­enue. If the sales rev­enue is as per ex­pec­ta­tion, it will not lead to such a sit­u­a­tion.

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