‘Awards can make agencies take OOH more seriously’
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.