‘Dig­i­tal is a cost ef­fec­tive op­tion to aug­ment large for­mat reach’

Outdoor Asia - - Brand Take -

Mea­sur­ing the medium

Un­like print or elec­tronic me­dia, which have spe­cific read­er­ship/ view­er­ship/ au­di­ence statistic cur­ren­cies, one can­not ar­rive at the pre­cise num­ber of eye­balls an OOH lo­ca­tion may get. How­ever, an es­ti­ma­tion of over­all foot­falls/ traf­fic is avail­able for most out­door lo­ca­tions, and de­pend­ing on the size/ place­ment/ ori­en­ta­tion of the OOH medium, the eye­balls and at­ten­tion span can be ap­prox­i­mated. Then there’s also a fair amount of reser­va­tion to the preva­lent me­dia con­sump­tion sur­veys. Con­sid­er­ing all fac­tors, an OOH plan can in­deed be eval­u­ated on an ROI ba­sis, which can be fur­ther val­i­dated with sales/ per­cep­tual data per­tain­ing to the cam­paign ob­jec­tive.

Per­cent­age of spend on Out­door medium

Out­doors are the pre­ferred me­dia in our flag­ship cam­paigns, since they align with the lo­cal reach of ra­dio, and help us cover a ma­jor part of ‘day in life’ of a lis­tener. Also OOH of­fers higher fre­quency of vis­i­bil­ity/OTS and hence works bet­ter for build­ing re­call for the cam­paign and the brand. For large me­dia cam­paigns, OOH may com­prise upto 70% of the to­tal out­lay.

Pre­ferred out­door for­mat

Bill­boards. We pre­fer large for­mat me­dia be­cause of the scope they of­fer in terms of ef­fec­tively dis­play­ing a de­tailed creative. They are also avail­able on most of the strate­gic com­mute routes. We have even done ‘first of its kind’ in­no­va­tions, with live ra­dio shows hosted from stu­dios built on hoard­ings; across Delhi, Mum­bai and Kolkata. Size does mat­ter as far as bill­boards are con­cerned, be­sides other pa­ram­e­ters like lo­ca­tion, ori­en­ta­tion etc. Smaller me­dia may be used for generic vis­i­bil­ity/ logo dis­play, etc. Street-side gar­den um­brel­las have also worked well for us in terms of generic brand­ing.

Fo­cus on Dig­i­tal OOH

We have been util­is­ing slides in mul­ti­plexes, dig­i­tal OOH in malls, Live -Me­dia screens at rel­e­vant touch-points. It is a good and a cost ef­fec­tive me­dia op­tion to aug­ment the reach given by large for­mat bill­boards and helps us in giv­ing spread to the cam­paign across the length & breadth of the city.

Nisha Narayanan Chief Op­er­at­ing Of­fi­cer Red FM

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