‘Innovations should not pinch the pocket’
Measuring the medium
Yes there can be some scientific method developed for measuring the OTS per minute. If not, marketers will try to limit their budgets in each campaign.
Percentage of spend on Outdoor medium
Quiet a good amount goes for the outdoor medium which we feel gives the desired IMPACT to our campaign. With less clutter, better and bigger sites and measurement methods might lead to increase in budgets.
Preferred outdoor format
We prefer large format hoardings or ground sites and cut-outs as they give the best visibility in a cluttered environment.
Focus on digital OOH
It is too less because: –
a. Less digital boards on strategic locations b. Also sharing the platform with 50 more advertisement leads to too less visibility with respect to cost involved. c. In a television, a viewer can come back to that channel 5 times a day or he is there for at least 1 hour and the chance of seeing your advertisement is better than a digital OOH. d. In a metro (underground rail) too, we get captive audience. e. In digital OOH, a viewer is there for 30 – 60 sec, and he might pass through that route or be in front of that screen in a mall only once, so the chances of seeing the advertisement is really bleak.
Creative agencies –Their focus or the lack of it on OOH & their creativity
For my brand, agencies are innovative, but innovations should not pinch the pocket. Outdoor campaign for us is of very high importance and priority, so there is agency focus too.
Sujay Kutty , Executive VP & Business Head - Zee Bangla