Empowered to deliver
Increasingly it seems that OOH as a medium is coming into its own in comparison with print and TV. A lot of brands we have spoken to have admitted that as against the traditional mass media, OOH has a greater capacity to address the target audience in a f
This sees them allotting more budgets for OOH. The recent IPL campaign is a case in point. What is particularly interesting to us about this year’s IPL season was the role played by OOH in playing up the buzz and converting potential viewers. The national cricket fest came alive independently on the OOH medium while extending the other media communication. In fact as Indrajit Sen , Executive Director, IOAA, says in his column, this year’s season apparently saw higher ticket sales and considering the higher visibility of the campaign on the OOH media, IOAA actually studied the sponsoring brands’ objectives, media spends and other details. It emerged that for most brands, OOH served as the main medium to increase visibility and promote sale of tickets. Besides, in Mumbai, the principle sponsor increased allocation on OOH this year and used transit and mobile media. Even more interestingly, as Sen says, the use of OOH medium by teams such as Mumbai Indians has led other teams and their sponsoring brands to also look at OOH in more meaningful ways. But while OOH does deliver, to make it even more meaningful would require innovation. The use of hoarding as a live studio by Red FM recently in Kolkata is a good example. It seems there is no end to possibilities in this medium which becomes more empowered by the amount of faith we invest in it. A similar faith is exactly what an NGO in Spain too demonstrated when it leveraged the medium to deliver a special message to children and increase awareness on child abuse. All it took was some smart use of technology and some creative thinking. Well, I now leave you to chew on all this and more we offer you this month.