OOH Atul Shrivastava
Atul Shrivastava
Chief Operating Officer, Laqshya Media
22 Nov 2012
Retail is the happening segment today and out of home mirrors the action. If one recalls the trends in the recent past, high growth industry and segments aspiring to take the lead have focussed heavily on outdoors, be it telecom, real estate, BFSI or automobile. Retail has entered this fight for market share of a fast growing industry. The key reason is the need for instant communication with recall element to fetch the buying preference of more and more customers.
Atul Shrivastava, Chief Operating Officer, Laqshya Media, is known for his marketing expertise in the industry. With over 20 years of experience Shrivastava started his career as a sales person, who later switched to marketing and worked with companies such as Indian Rayon, Shaw Wallace and Som Distilleries & Brew, Mumbai in 1995 before taking leadership at Laqshya.

In conversation with exchange4media’s Priyanka Nair, Shrivastava speaks at length about the various areas of outdoor advertising and how it has helped brands leverage these spaces uniquely and more...

Q. How has the execution of the airport advertising business evolved over the recent past?

The airport space has two merits to it – firstly, it has a well-defined environment and secondly, the nature of the target audience can be profiled accurately. This helps brands execute their campaign with extreme confidence. This process has evolved over a period of time due to technological enhancement and experimentation from the brands’ side. The airport space offers a set of audience in a right frame of mind, who can be targeted for a sharp purpose.

This pretty much works in the same fashion even in an international airport space. We have the advertising rights for the Hyderabad airport and the Columbia airport. The only difference between both these places is that internationally brands opt for long term advertising, whereas nationally brands prefer comparatively short term campaigns.

Q. Retail is steadily pushing the overall growth of the out of home segment. What are the key reasons for this positive growth?

Retail is the happening segment today and out of home mirrors the action. If one recalls the trends in the recent past, high growth industry and segments aspiring to take the lead have focussed heavily on outdoors, be it telecom, real estate, BFSI or automobile. Retail has entered this fight for market share of a fast growing industry. The key reason is the need for instant communication with recall element to fetch the buying preference of more and more customers.

Q. Do you think going digital is the next big thing in OOH?

The use of digital practices has already started in areas such as malls and airports by a lot out of home players. Law and order is one thing that comes in the way of using these digital applications on traditional formats. Going forward, the industry as a whole will understand the value proposition better and other underlying features of digital as a much leveraged channel of communication.

Q. What are the factors you keep in mind while planning an OOH campaign?

Foremost is that the objective of including the medium should be clear and the use of innovation at the right focus area should follow the broad plan. Next is consumer mapping, which is very necessary for an outdoor campaign, because this can define the places where the campaign will hit the target audiences’ mind.

Road mapping not only helps in understanding the media availability, but also helps to spot interesting touch points of communication. Lastly, a destination plan needs to be in kept in place to understand the areas where the consumers can finally find the brand’s presence, which is the most crucial part of any out of home media plan. This applies to every outdoor set-up, be it on traditional formats, sophisticated areas such as airports or busy hubs such as malls.

Q. How do you think billboards in India can be more sophisticated?

The major reason why there is less sophistication in billboards in India is because the regulatory mechanism is not in place yet. The trend of sophisticated outdoor media formats is yet to begin in India. There has been some discipline in the maintenance of outdoor assets in the metros, but it has a long way to go. Once a system falls into place, all necessary newness will be incorporated by the regulatory bodies with the help of the industry.

Q. The out of home industry does not have a common currency. How does this worry you?

Almost everyone in the industry today is working on getting their own currency because of lack of a common one. The industry is striving hard to get a common currency very soon. Putting together a common system in place needs a lot of dedication, time and vigorous research; the demand for a common currency began with clients’ interest in this medium.

Q. What would the out of home industry look like five years down the line?

The out of home industry will be a refined medium of communication, which will surely be a compulsive part of every brand’s media plan. The industry is steadily growing and will keep growing at a much faster phase and will gain the confidence of brands in a much better way.

Archives: Interviews
 
Harjeet Singh Chhabra
Chief Marketing Officer, Adlabs Entertainment
Harjeet Singh Chhabra
Digital can make a huge difference to the OOH industry in the times to come. Over the last two to three years, a huge traction is building up in this segment. The definition of OOH is changing and getting redefined. In the years to come, the support of digital space will be the key to OOH medium. Conventional OOH coupled with smart use of digital and mobile can really up the engagement levels and takes the brand experience to a different level.
Preeti Kalra
Associate Director (Marketing), Bayaweaver
Preeti Kalra
The essentials can vary based on the activity and the audience it is trying to reach. Also on what the content is actually ‘selling’. However the one key factor that does underline this process is description on the thought it is communicating. Something ambiguous or untactful loses the essence and the audience gets distracted. Clear and smart communication is essential.
Gaurav Gupta
Head, Integrated Marketing Communication, Tata Teleservices
Gaurav Gupta
The engagement factor depends upon the objective of the campaign. If the campaign is about the product launch or brand awareness, then ‘Wow’ factor can be used as an engagement tool. But if it is about increasing sales then the engagement factor can be completely different. It can be as simple as showcasing the product. So the objective of the campaign drives the engagement factor.
Chandan Deep Singh Dang
CMO, Tupperware India
Chandan Deep Singh Dang
Brands must be clear about the presence of its target consumer at the on-ground locations. The location must be such that the consumer has time to connect with the brand, absorb the message and hopefully that generates interest leading to action... A creative blend of activity design and messaging, while maintaining the authenticity of the brand, is vital for any campaign of the brand. Finally, the execution of the on-ground activity has to be par excellence.
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