‘Lack of measuring tool has not deterred advertisers’
Mukesh Manik, M-I-C Encyclomedia Networks
Measuring the medium
There are many emerging technologies for measuring various media and OOH is no different. OOH is the oldest form of advertising that exists and it can be traced back to the 1700’s and even earlier. There are many case studies on the impact of campaigns that run exclusively using OOH media and their positive effects for a brand. At times, a simple direct response using an SMS short code is enough to measure the effectiveness of an OOH campaign. The OOH industry has been growing globally every year and the lack of an accurate measurement system has not deterred advertisers from increasingly investing in OOH campaigns.
Challenges in OOH
As a specialist creative agency, our main challenge is the nonstandardised sizes & formats. At times, it becomes challenging to adapt a creative idea on to different sizes.
Reaching international standards
Every country and culture is unique. The standards that work in other countries may not necessarily work in India and vice versa. We have already witnessed high quality media formats being deployed over the last few years in India and even existing OOH media is being given a makeover by the media owners which is a sign of things ahead.
We have developed customised creative content for many digital OOH campaigns and we continue to invest in new technologies to innovate in this growing media.