‘Awards can make agen­cies take OOH more se­ri­ously’

Outdoor Asia - - Brand Take -

Mea­sur­ing the medium

A strate­gi­cally planned out­door cam­paign fol­lowed by a Brand re­call re­search can give a mea­sure of the out­door cam­paign’s ef­fi­cacy. But since mar­keters plan and ex­e­cute out­door cam­paigns along with other high im­pact medi­ums like Tele­vi­sion, Print and In­ter­net, mea­sur­ing the im­pact of a solo medium has al­ways been chal­leng­ing. Out­door still re­mains a strong re­minder medium.

Pre­ferred out­door for­mat

Metro rakes are fast catch­ing up as an im­por­tant out of home ad­ver­tis­ing op­tion. With peo­ple in­creas­ingly choos­ing metro trains for daily travel in cities to avoid se­vere traf­fic con­di­tions, most of the brands are us­ing Metro rakes for ad­ver­tis­ing their prod­ucts and ser­vices. We are also in sync with the thought.

Fo­cus on Dig­i­tal OOH

Dig­i­tal out-of-home op­tions are the fu­ture. The Western world has al­ready shifted to dig­i­tal out-of home op­tions. In­dia still lacks mul­ti­ple dig­i­tal OOH op­tions in crit­i­cal high traf­fic points. We are ready to ex­plore more of dig­i­tal OOH in near fu­ture. But, dig­i­tal OOH is costlier than tra­di­tional OOH. Creative agen­cies –Their fo­cus or the lack of it on OOH & their cre­ativ­ity Creative agen­cies are pop­u­lar­iz­ing in­no­va­tion in OOH more than ever be­fore. The chal­lenge for the creative agen­cies is to con­stantly gen­er­ate new ideas at a ra­tio­nal cost of im­ple­men­ta­tion to make OOH more in­no­va­tive and en­gag­ing with the con­sumers rather than treat­ing it as just a re­minder medium. The mar­keters’ per­cep­tion on OOH is crit­i­cal in this con­text. If the Brand Man­ager be­lieves in OOH ad­ver­tis­ing, he will con­stantly push the agency to de­liver best out­put for OOH op­tions. In­tro­duc­ing national level awards for out­stand­ing job done on OOH medium can mo­ti­vate the creative agen­cies to de­liver bet­ter work. Recog­ni­tion works won­ders for the agen­cies and might in­spire agen­cies to take OOH more se­ri­ously.

Anindya Bhau­mik Chief Man­ager - Ebela Brand ABP Pvt. Ltd.

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