OOH Sakshi Vij
Sakshi Vij
VP - Corporate Marketing & Business Development, Carzonrent
11 Dec 2012
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
Vicky Ahuja
Director, Marketing & Sales, Baggit
Vicky Ahuja
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
Amar Thomas
Head of Marketing, BlackBerry India
Amar Thomas
Outdoor media industry has to move away from selling space to selling audience. That would be the first step to retain more brands towards it. OOH as a medium is fantastic in some towns and quite a disappointment in others. Cities like Delhi and Chennai offer very few traditional OOH options. Hence brands looking to strengthen their focus on such cities find it almost impossible to leverage OOH as an option. However the same cities have enough sites mushrooming up ahead of a political campaign. These call for introspection and commitment in the administration of making the environment business-friendly.
Sunil Kumar Sharma
Head for Marketing (Consumer), Goodyear India
Sunil Kumar Sharma
The outdoor industry is quite de-centralised in India. This requires due diligence on our behalf to confirm that we are selecting sites that offer true value. Also, we need to look closely at how we measure success to ensure that it is providing significant return on investment for our campaigns.
David Payne, King Lai, Amit Sarkar
CEO, Developing Markets; CEO, Asia Pacific; COO, India, Kinetic OOH
David Payne, King Lai, Amit Sarkar
The challenge in India right now, because it is a fragmented market, is that since the licenses being granted by the municipalities are short-term, it forces the industry to think short-term. So, short-term thinking further compounds the fragmentation. This does not drive investments that bring quality to the medium.