Managing Director | 15 Jul 2010
Technology has a much bigger role in the future of outdoor advertising. We have taken a lead in digital out of home industry. Though it expands the overall OOH market, it still remains to achieve critical mass. As a medium, there is a possibility of interacting with the TG in real time, which needs to be encashed. Once the basic issues with OOH (metrics, site evaluation tools, etc.) are taken care of, I guess we can move a notch up and seriously start using technology as an enhancer for the business. We look digital as future of outdoor. In 5-10 years, digital will be very big in India.
Haresh Nayak is an MBA from Mumbai University – NMIMS, with 12 years of specialist OOH experience. He has worked exclusively on Telecom, Retail and Financial categories, and has also worked and developed some of the landmark OOH tools in the industry. Prior to joining Posterscope, Nayak had worked with Prime Outdoor and Aaren Initiative. He has handled some of the largest OOH advertisers like Tata Indicom, Idea Cellular, Future Group, UB Group, and has also worked on brands like Pepsi, Reebok, Philips, Adidas, etc.
Posterscope has created the world’s first real OOH communications network with billings in excess of $4 billion. The scale of resources also enables them to invest heavily in sector leading technology, not to mention sector-leading staff. Launched in September 2008, Posterscope India has already won 54 clients across categories, with offices in Mumbai (HO), Delhi, Bangalore, Chennai, Ahmedabad, Hyderabad and Kolkata. Liaison offices and associates in other top 18 cities have established the strongest network.
In this interview with exchange4media’s Akash Pratap Singh, Nayak speaks about Posterscope’s journey in India, its various products and innovations, as well as the OOH landscape in the country.
Q. What was the vision of Posterscope India at conceptualisation and how has the journey been so far?
Posterscope globally is one of the leading agencies dominating market share across 22 countries. Posterscope is renowned internationally for its tools, planning abilities and thought leadership in the outdoor industry. In India, we’re working on the same principals as followed worldwide. Keeping the company philosophy common, we customise the means to reach the desired goals and objective. We wanted to create world class service offerings to our client and we had a spectacular start to it, despite the slowdown in the market, we profited by adding 50+ clients in one and a half years. Overall, I’ll say that it has been a delightful year for us as we were able to set our infrastructure and get clients on board. As planned, we invested in year one and we are seeing the results of the hard work we put in first year of our operations.
Q. What are the various OOH solutions that Posterscope India provides?
We don’t work on the 360 degree format, but believe that the market is moving at a speed and changes are too frequent in our industry and hence, we work on a 365 days principal. With high clutter and high competition, both at our end and at the clients’ end, and with new media options being easily available, one will have to work for the brand day in and out. Thus, we have customised our offering to clients in bought, owned and earned media formats. Posterscope works in the bought media space of OOH, and Hyperspace in the owned domain of retail, corporate identity, OOH and retail creative. The combination of the two offers earned media through the good work. We also have PSI (largest buyer of airport advertising in the world) and operating out of Mumbai and Delhi.
Q. Tell us about Hyperspace, which is one of your businesses, and what it has been doing to tap India’s retail potential.
Hyperspace is currently present in eight countries globally. Hyperspace was established in 2002 in the UK to help amplify out-of-home communications using innovative, cutting-edge solutions. It aims to revolutionise the Indian OOH scenario. In a world where consumers are bombarded by more commercial communications than ever, every advertiser wants to stand out and maximise the relevance of their message. In India, Hyperspace will focus on creating impact within the OOH domain and its services include OOH creative ideas and innovations, digital OOH, retail and malls and multiplex. Within eight months, Hyperspace has more than 15 clients in its kitty, including Essar Steel, Go Air, Mattel Toys, HDFC Bank, Westside, Samsonite, Philips, and Big Bazaar, among others.
Q. What are the technological advances that OOH advertising is witnessing today? What are the major trends that one sees today?
I believe technology has a much bigger role in the future of outdoor advertising. We have taken a lead in digital out of home industry. Though it expands the overall OOH market, it still remains to achieve critical mass. As a medium, there is a possibility of interacting with the TG in real time, which needs to be encashed. In large formats, we have been hearing a lot of opportunity with blue casting, but we haven’t seen much happening on that front. Once the basic issues with OOH (metrics, site evaluation tools, etc.) are taken care of, I guess we can move a notch up and seriously start using technology as an enhancer for the business. We look digital as future of outdoor. In 5-10 years, digital will be very big in India.
Q. How big is the OOH industry in India and what percentage is it slated to grow?
Industry is today growing at 10 per cent, and according to our estimates, it is around Rs 1,800 crore.
Q. Who are your direct competitors? Compared to them, what is Posterscope India’s USP?
Posterscope is the world’s leading OOH agency and is known for its world class offering right from its Prism suite of tools, L.I.F.E. process to Digital OOH, we can hence offer a much differentiated service. We believe that in the current scenario, the way OOH is brought in, we are always on the edge and in a competitive environment and hence, for us all professional agencies are competition and we are on much better grounds than our competition.
Q. Where all does Posterscope India have presence in India? Which are the strong regions?
We have a strong all-India network and we are present in 26 cities across the country.
Q. Please tell us about a few innovations that Posterscope India has done for its clients.
We have done very creative and innovative innovation for clients/ brands across categories and across the country. To name a few: Mark & Spencers’ largest shopping bag created in Bangalore and Hyderabad; Big Bazaar Mahabachat campaign shopping trolley, which is the world largest; Philips lighting innovation, creation of 10 ft x 5 ft water purifier on mobile hoarding and a live washing machine on a mobile hoarding are among the best innovations done by Posterscope India.
Q. Please tell us about your Prism suite of tools, which have been customised for India?
The out-of-home medium is striving to offer clients a clearer understanding of how effective their advertising is, and Posterscope is at the forefront of this quest. Posterscope worldwide has 14 tools in Prism suite, and in India we have eight tools. We have introduced Prism Map, a mapping tool, to map OOH media options from hoarding to street furniture sites in the top 32 cities, where every site is classified, rated, recorded visually and monitored periodically. The other key tools are Prism Share, Prism Creative, Prism MAC, Prism Scene, Prism Plan, Prism Monitor and Prism Score.