‘It will re­main a sup­port medium if it can’t be mea­sured’

Outdoor Asia - - Brand Take -

Mea­sur­ing the medium

Yes, it can be mea­sured 100%. Pri­mar­ily what any mar­keter needs to look at are the cri­te­ria for their mar­ket­ing mix and the role of OOH in it. As of now, the con­fi­dence on the medium is chal­lenged be­cause of the low ac­count­abil­ity and thus has re­mained a step child. Till the time, the OOH medium can’t be mea­sured, it will still re­main a sup­port medium for TV and Print rather than be­ing a prime medium. There are very few mar­keters who utilise OOH for brand build­ing mech­a­nism. For Uni­nor it has been one of the key medi­ums to build the brand lo­cally.

Per­cent­age of spend on Out­door medium

We op­ti­mise our spends based on the mar­ket re­quire­ments. His­tor­i­cally out­door has been the key medium for Uni­nor, whether we spend 100 ru­pees or two ru­pees. There are sev­eral gaps in the OOH medium. First and fore­most, it is an ex­tremely un­or­gan­ised medium. An­other gap is that there is not much of a bench­mark to mea­sure ef­fec­tive­ness of the medium. And most im­por­tantly, the whole mea­sure­ment in­dex of out­door medium has been very frag­mented. I have seen ef­forts from dif­fer­ent in­dus­try bod­ies to come to­gether and make it more mea­sure­able. I think once it hap­pens, the ef­fec­tive­ness will be more con­vinc­ing for the mar­keters.

Pre­ferred out­door for­mat

No, there is no par­tic­u­lar pre­ferred for­mat. We are 360de­gree on OOH medium what­ever the for­mat. But we se­lect for­mats which are closer and more ef­fec­tive in the mar­ket place.

Fo­cus on dig­i­tal OOH

OOH medium is the pri­mary mode to com­mu­ni­cate for us. We are a mass mar­ket pre­paid brand and a new en­trant, there­fore it is im­por­tant for us to be absolutely sure about the medium that works for us whether it is a wall paint­ing or dig­i­tal. We don’t have any pre­scrip­tion for spe­cific for­mats like dig­i­tal or wall paints etc. It varies from the mar­ket to mar­ket.

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

I don’t agree that creative agen­cies don’t give equal pref­er­ence. They def­i­nitely think about OOH medium pro­vided the mar­ket­ing fo­cus is to cre­ate an ef­fec­tive com­mu­ni­ca­tion. There have been case stud­ies where the brands have demon­strated suc­cess and Uni­nor is one of them. I think it is a joint ef­fort and a joint be­lief. There­fore, both the mar­keter and the creative agency need to know what are they do­ing. We have been suc­cess­ful in cre­at­ing ef­fec­tive com­mu­ni­ca­tions.

Credit is­sues faced by me­dia own­ers

I agree that this kind of prob­lem ex­ists in the in­dus­try and the root cause for this prob­lem is the frag­mented na­ture of the medium. It is not about who can help, but about how to make it more or­gan­ised. It doesn’t hap­pen on TV, print or dig­i­tal be­cause they are much more or­gan­ised. The fun­da­men­tal ques­tion is why it hap­pens only in the OOH medium. And the key rea­son is that the OOH medium is un­or­gan­ised.

Arindam Sengupta Head - Brand & Marcom UNI­NOR

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