‘Seasonal advertisers will fuel growth’
Bidyut Nath, Head - Advertising & Corp. Communications Dollar Industries Ltd
Measuring the medium
In-spite of the development of different systems for measuring OOH effectiveness, the most acceptable are the results reflected in sales. It is not necessary that OOH will give instant results but it has a steady and robust contribution to brand positioning. This is evident in the increase of sales.
ROI measured after every campaign withstands the phenomenon that brand custodians are cautious of spends. There are positive results obviously, otherwise the medium would have withered long ago.
Percentage of advertising spend on Outdoor medium
Our overall expenditure on outdoor segment is around 30% and we are planning to add some more in this segment in future. With the advertising seconds decreasing in TV, brands will have to increase their spends in other mediums to sustain the visibility.
Preferred outdoor format
As an old player we have come across many formats in the outdoor umbrella. Our all-time favourites are large formats in an open area and road side displays which give us more visibility and access to the large amount of eyeballs.
Focus on digital OOH
Though we haven’t explored the digital OOH much, we are excited about including it in our next campaign.
Creative agencies –Their focus or the lack of it on OOH & their creativity
It is the brand that steers the creative agency with the brief. Larger than life, intriguing and out-of-the box OOH creative is possible with the correct mix of strategy, brief and goal.
OOH medium has a key part in any advertising campaign plan today. No creative agency can ignore it anymore.
Credit issues faced by media owners
Any industry across the world has equal amount of trivial and serious issues. Credit is posing a serious threat to small and medium media owners and agencies in this industry. However, the constant flow of seasonal advertisers’ money eases the situation. We will see such spends growing in future resulting in a solution to the issue.