OOH Sakshi Vij
Sakshi Vij
VP - Corporate Marketing & Business Development, Carzonrent
In-cab advertising is the newest form of advertising in the country and is definitely a growing one. Intelligent advertising is very much possible via this medium. In-cab advertising can pose to be a convenience, wherein detailed advertising is possible with customisation as per the needs of the brand.
Sakshi Vij belongs to the breed of fresh MBA graduates striving to excel. Having graduated with an MBA in Services Marketing and Management from the SP Jain Centre of Management - Dubai-Singapore, she has valuable experience of working in two distinctly progressive cities with organisations such as YCH Logistics. She has also worked on projects with Finoble Advisors.

Responsible for the marketing function of the leader in car rentals in a highly competitive industry, Vij takes the charge with innovation and creativity as the most important tools.

In conversation with exchange4media’s Priyanka Nair, Vij speaks at length about the evolution of transit media, how in-cab advertising is picking up in India and more...

Q. How has transit media evolved as an advertising platform in recent times?
What is happening now is that brands are interested in reaching out to where their audiences are present through various touch points. They don’t want to miss out on any opportunity of reach. Though traditional media outdoor advertising has the inherent ability of being valuable and prominently being available, there is a shift in the presence of audiences, who are becoming choosy on where they want to be. Transit media has evolved due to this ‘need to be there on the move’ factor of branding. From mobile hoardings to in-flight advertising to in-cab branding – transit media has now started reaching out to the right side of the audience.

Q. Easy Cabs was the first to introduce interactive screens in its taxis. How has the response been from brands so far?
In-cab advertising as a medium has been popular in the US and Singapore as these countries are very heavy radio cab users. As a company, Easy Cabs has been looking at bringing this form of advertising option to India for a long time and we think we have taken the first step towards it too. Of course, there is still a long way to go; brands and audiences both need to develop to accept this medium of communication.

Q. How does this service work?
We first introduced our interactive screens in our Mumbai cars first. These screens have the ability of acting like catalogues for brands, video player for showcasing television campaigns and also for testing of products. These screens are GPRS enabled and allow brands to do engaging activities. For instance, we have had telecom brands, television shows displaying their content to get feedback of their product. Film production houses also often share their trailer material with us as this medium gives undivided attention of a person for a long time.

Q. What are the advantages of using an in-taxi advertising option?
In-cab advertising is the newest form of advertising in the country and is definitely a growing one. Intelligent advertising is very much possible via this medium. In-cab advertising can pose to be a convenience, wherein detailed advertising is possible with customisation as per the needs of the brand.

Brands should keep in mind the strength of the product and most importantly, should understand the relevance of this medium to its target audience. This medium could be irrelevant to products that are meant for the masses. However, at the same time, it could act as a way to expand market touch points for the same kind of mass product.

Q. What are the promotional exercises that Easy Cabs takes for its own branding?
We do a lot of promotional activities. We try to do relevant things at touch points that tap our customers constantly. Branding on our own cars is a medium of communication that we use the most in our media plan. Apart from this, we also do digital marketing and give out offers on our online bookings during a campaign. We have also introduced a mobile application for booking purposes.

Q. What is the percentage revenue share you get from the in-cab advertising business?
In-cab advertising is a service which was introduced by us only a year back. Going by this, we earn around 20 per cent of our revenue via in-cab advertising, which is a growing number.

Q. What is your wish list for 2013?
We want to get smaller intelligent products on board to be able to give them the benefit of in-cab advertising.

Archives: Interviews
 
Sanjeev Goyle
Chief of Marketing - FES & Business Head – AppliTrac, Mahindra & Mahindra
Sanjeev Goyle
The outdoor industry needs to be more organised with structured operations and feedback mechanism; campaign measurability and execution excellence can be the hallmark for OOH media. Innovation would sustain the outdoor medium for a long time. Trust is built by the way you see and perceive a medium and the results it gives.
Amarjit Singh Batra
CEO, OLX India
Amarjit Singh Batra
There should be transparency and rationalisation in pricing. The buying process needs to be made simpler. Creative implementation is currently missing in the OOH space; maybe someone could start a marketplace for hoardings, that would be a great idea. The lack of ROI measurement is obviously a big challenge, which is why we are not consistent users of the medium.
Bhaskar Choudhuri
Director, Marketing, Lenovo India
Bhaskar Choudhuri
Transparency of prices is still a challenge in the industry. Measurement is another barrier. If both of them are tackled by service providers, more brands will feel encouraged to take up this medium of marketing. Innovations have also not kept up with brand aspirations. There are great ideas out there, but do-ability on scale often becomes a challenge.
Rajeeb Dash
Head - Marketing Services, Tata Housing Development Company
Rajeeb Dash
It is essential that the OOH industry gets more organised and less fragmented. Measurability needs to be looked into and the industry should incorporate standardisation of business practices, set independent measurement metrics, have transparency in dealings and implement the outdoor policy norms uniformly. It needs to adopt technological innovation as one of the big differentiator as compared to other mediums as that would sustain the outdoor medium for a long time.
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