‘OOH is the best medium to capture the youth’
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