‘Dig­i­tal needs cus­tom­ized con­tent’

Sid­dharth Subra­ma­niam Prin­ci­pal Me­dia Con­sul­tant ITC Foods

Outdoor Asia - - Brand Take -

Mea­sur­ing the medium

Just like any other me­dia ve­hi­cle, be it TV, print, ra­dio, dig­i­tal etc, OOH is also a quan­tifi­able medium. Glob­ally it is done. But in In­dia, ow­ing to the ab­sence of in­dus­try recog­nised and ac­cred­ited mea­sure­ment met­rics cov­er­ing at least the top 15-20 OOH mar­kets, which is ac­cepted by ad­ver­tis­ers/clients, the medium is yet to come up with a com­mon cur­rency that at least meets the con­sen­sus of clients, OOH me­dia con­ces­sion­aires and spe­cial­ist OOH agen­cies. There have been some key ini­tia­tives in the past to cover this ma­jor la­cu­nae fac­ing the in­dus­try and I’m con­fi­dent that go­ing for­ward it will surely be done. Now, hav­ing said that, OOH works de­spite there be­ing no com­mon cur­rency or an au­di­ence mea­sure­ment tool. Oth­er­wise we would not have so many brands across var­i­ous cat­e­gories con­tin­u­ing to use OOH as their lead medium or at least in­vest­ing a good por­tion of their mar­ket­ing bud­get in OOH.

Per­cent­age of spend on Out­door medium

Given the port­fo­lio of brands in ITC Foods, we al­lo­cate OOH spends across brands af­ter tak­ing var­i­ous fac­tors into con­sid­er­a­tion like the mar­ket, ob­jec­tives, etc. De­pend­ing on what we want to achieve, we al­lo­cate the OOH spends ac­cord­ingly. And given our ag­gres­sive push in the mar­ket across the var­i­ous cat­e­gories that we are present in like bis­cuits, con­fec­tionery, sta­ples, blended spices cou­pled with new prod­ucts that will be launched, OOH will def­i­nitely play a key role in our mar­ket­ing mix.

Pre­ferred out­door for­mat

Ul­ti­mately it is a func­tion of what works best for our brands. Our out­door cam­paigns have a healthy me­dia mix of var­i­ous OOH for­mats rang­ing from bill­boards, street fur­ni­ture and tran­sit medi­ums to dy­namic dis­plays at malls and mul­ti­ples. This en­sures that we get the re­quired reach and fre­quency to cre­ate the de­sired im­pact within the stip­u­lated cam­paign pe­riod.

Fo­cus on Dig­i­tal OOH

It is a truly en­gag­ing OOH me­dia that of­fers dy­namic dis­plays dur­ing day and night. We have used LED pow­ered dig­i­tal dis­plays at strate­gic lo­ca­tions in Ban­ga­lore and in a few mar­kets in Ker­ala as this medium is an in­stant clut­ter breaker. But the com­plete po­ten­tial of this medium is yet to be ex­plored in our coun­try. There is an im­me­di­ate need to cus­tomise the creative to suit this for­mat rather than just run­ning the TVC onto it. And the pos­si­bil­i­ties of cus­tomi­sa­tion can be end­less, limited only by one’s imag­i­na­tion.

Creative agen­cies –Their fo­cus or the lack of it on OOH & their cre­ativ­ity

Creative agen­cies have truly evolved when it comes to OOH creative de­signs. They have un­der­stood the mer­its of the medium and the role it can play in en­gag­ing with the au­di­ence. There is a strong em­pha­sis on the vis­ual el­e­ment with the fo­cus on limited copy mat­ter rather than just repli­cat­ing a print de­sign onto an OOH medium. The OOH creative de­signs for our cam­paigns across cat­e­gories are de­signed in a man­ner where the fo­cus is on the logo, the prod­uct shot and the call to ac­tion. This could be a func­tion of brands’ key mar­ket­ing ob­jec­tives and what role OOH will have to play in it. OOH is a lo­calised medium and if the prod­uct or ser­vice is launched in one par­tic­u­lar mar­ket, then OOH is likely to be the right choice given the cost ef­fec­tive­ness of medium vis a vis its shelf life when com­pared to other lo­calised medi­ums like print. OOH also of­fers creative agen­cies the scope to de­sign eye catch­ing vi­su­als with ex­cel­lent copy mat­ter that can truly sell an idea or make the brand come to life. Creative agen­cies have won sev­eral national and in­ter­na­tional awards and this bears tes­ti­mony to their un­der­stand­ing of the medium’s po­ten­tial from the creative an­gle.

Credit is­sues faced by me­dia own­ers

There are sev­eral fac­tors at play over here: • Dif­fer­en­tial Rate in the same lo­ca­tion and on sim­i­lar type of sites/medi­ums • Avail­abil­ity cri­te­ria • Mon­i­tor­ing, feed­back and rec­ti­fi­ca­tion mech­a­nisms • Fac­tors which are some­times be­yond the con­trol of me­dia own­ers like govern­ment reg­u­la­tions

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