‘Lack of mea­sur­ing tool has not de­terred ad­ver­tis­ers’

Mukesh Manik, M-I-C En­cy­clo­me­dia Net­works

Outdoor Asia - - Agency Take -

Mea­sur­ing the medium

There are many emerg­ing tech­nolo­gies for mea­sur­ing var­i­ous me­dia and OOH is no dif­fer­ent. OOH is the old­est form of ad­ver­tis­ing that ex­ists and it can be traced back to the 1700’s and even ear­lier. There are many case stud­ies on the im­pact of cam­paigns that run ex­clu­sively us­ing OOH me­dia and their pos­i­tive ef­fects for a brand. At times, a sim­ple di­rect re­sponse us­ing an SMS short code is enough to mea­sure the ef­fec­tive­ness of an OOH cam­paign. The OOH in­dus­try has been grow­ing glob­ally ev­ery year and the lack of an ac­cu­rate mea­sure­ment sys­tem has not de­terred ad­ver­tis­ers from in­creas­ingly in­vest­ing in OOH cam­paigns.

Chal­lenges in OOH

As a spe­cial­ist creative agency, our main chal­lenge is the non­stan­dard­ised sizes & for­mats. At times, it be­comes chal­leng­ing to adapt a creative idea on to dif­fer­ent sizes.

Reach­ing in­ter­na­tional stan­dards

Ev­ery coun­try and cul­ture is unique. The stan­dards that work in other coun­tries may not nec­es­sar­ily work in In­dia and vice versa. We have al­ready wit­nessed high qual­ity me­dia for­mats be­ing de­ployed over the last few years in In­dia and even ex­ist­ing OOH me­dia is be­ing given a makeover by the me­dia own­ers which is a sign of things ahead.

Dig­i­tal OOH

We have de­vel­oped cus­tomised creative con­tent for many dig­i­tal OOH cam­paigns and we con­tinue to in­vest in new tech­nolo­gies to in­no­vate in this grow­ing me­dia.

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