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

Outdoor Asia - - Editor's Note - N Jay­alak­shmi

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.

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