‘OOH is the best medium to cap­ture the youth’

Outdoor Asia - - Brand Take -

Mea­sur­ing the medium

I don’t think this medium can be mea­sured, as it is a huge chal­lenge to mea­sure it un­less you get the traf­fic data. Also, the mea­sure­ment varies from brand to brand and con­sumer to con­sumer. The im­pact can be mea­sured as long as the aware­ness scores up and in­quiries and store walk-ins keep in­creas­ing. Also, I don’t think there would be any bad con­se­quences of not mea­sur­ing. Brands are def­i­nitely go­ing to spend on this medium due to the amount of traf­fic that is in­creas­ing ev­ery­day and ev­ery­body is on out­doors. How­ever apart from the mea­sure­ment is­sue, an­other chal­lenge is that the medium is un­or­ga­nized. The site rates keep on vary­ing which needs to be con­sid­ered to make the medium much more or­ga­nized.

Per­cent­age of ad­ver­tis­ing spend on Out­door medium

We spend around 50-60% of our bud­get on OOH medium. Be­ing a fash­ion brand, it is es­sen­tial for us to show­case our prod­ucts. Even in to­day’s time, most of the con­sumers are trav­el­ling so out­door is one of the best ways to reach out to them. We al­ways like to spend more on OOH as com­pared to print be­cause our TG i.e. young­sters rarely read news­pa­pers and they are al­ways trav­el­ling there­fore out­door medium suits us the best.

Pre­ferred out­door for­mat

Bill­board for­mat is the pre­ferred for­mat for our brand.

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

I think creative agen­cies def­i­nitely give equal pref­er­ence to this medium. Our creative agency works ac­cord­ing to the brief given by us. OOH medium is a sleep­ing medium; it has only 3 sec­onds of vis­i­bil­ity there­fore a one line text and the prod­uct im­age is suf­fi­cient to send out the mes­sage. Even in such a short span of vis­i­bil­ity, no­body would get time to read the whole de­tails of the prod­uct. It is best to keep it short on out­doors.

Credit is­sues faced by me­dia own­ers

This varies from com­pany to com­pany. But we al­ways make sure that our pay­ments go on time and af­ter the in­voice and doc­u­men­ta­tion is ready.

Simeran Bhasin – Mar­ket­ing Head – Fastrack & New Brands, Ti­tan In­dus­tries Ltd

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