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OOH Interviews

Gaurav Gupta

Head, Integrated Marketing Communication | 08 May 2014

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.

Gaurav Gupta,Head, Integrated Marketing Communication, Tata Teleservices leads a nationwide team to build brand corridors for business growth by integrating business priorities into GTM execution modules. He has more than ten years of experience across sales and marketing in FMCG, Telecom & Financial Services sectors. Prior to joining Tata Teleservices, Gupta led the segmented brand impact module for Citibank.

According to Pitch Madison Media Advertising Outlook, 2014, OOH medium is expected to grow by 8.2 per cent and bring in total ad spends of about Rs 2,138 crore. In a conversation with Devansh Sharma, Gaurav Guptaspeaks about factors that can enhance outdoor advertising.

Q. What can be the engagement factor in OOH?

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.

Q. Is it possible to personalize OOH ads?

With digital screens it is very much possible. There was an outdoor activity hosted by a popular automobile brand where they had put up a large digital screen. As a part of the activity they clicked a photograph of people who registered with the brand on the spot and their photo was displayed on the screen. This is one way that brands can leverage digital to personalize outdoor advertising.

Q. Is it justified to call geo-tracking or location based marketing another form of outdoor advertising?

In my view it is OOH advertising. OOH need not be traditional like billboards or hoardings. OOH ads are meant to target people out of home.

Q. How should OOH be coupled with digital to increase effectiveness?

It is like interweaving. With the decreasing cost of LED and LCD screens, we see more of them coming up in outdoor ads.

Q. How is theIndian market different from the international market for OOH industry?

The differencesare because of a few factors such as infrastructure, regulation, technology and the basic way the audience interprets the OOH medium.

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