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Cabvertising generates captive audiences for brands: Rajiv Kr Vij

15-April-2013
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Cabvertising generates captive audiences for brands: Rajiv Kr Vij

Cab advertising is the newest form of advertising in India and is definitely growing. Industry experts believe that intelligent advertising is very much possible via this medium.

Carzonrent entered cab advertising few years ago.  In a conversation with exchange4media, Rajiv Kr Vij, Chief Executive Officer, Carzonrent speaks about how EasyCabs as a brand leverages the outdoor media and the must-haves of an outdoor campaign...

The OOH industry is labelled as unstructured. Please share your opinion. Where does outdoor fit in your media plans?
OOH advertising plays a very important role to promote business and build brand image at perhaps the lowest cost per impression. As a brand, Carzonrent has used outdoor advertising as a successful medium for communicating our services. In recent years with the huge success in billboards, there is a new trend in OOH industry coming up, ‘Cabvertising’. As a medium, Carzonrent radio taxi service provides Easycabs Cabvertising as an innovative OOH medium for brands.
 
This medium has a huge potential to attract the target audience as cabs spend 10-14 hours on road, travel 200 kms everyday and are moving and parked for most time in the busiest spots of the city, which makes it easier for the brands to communicate their message to the customers and not to forget, it also generates a captive audience.

What are the changes that you would want to see in the outdoor industry that will lead to retain brands’ trust towards this medium of communication?
In my opinion, the outdoor industry needs constant innovation and creativity to stand out from the clutter of ‘me too’. To retain the trust of the brands, it is important to give it maximum exposure through the advertisement. According to a study, a person concentrates for only 2 – 3 seconds on an average when in motion. The thing that should change is the messages on billboards, kiosks, shopping centres, etc. Advertising campaigns should be shorter and to the point. OOH does better when the focus is more on images than on text.
We have seen very creative billboards that grab attention during the day, but in metro cities even during night the traffic is same; so, it is important to ensure billboards remain very visible at night also. A lot can be done, to create a ‘wow’ effect on OOH platforms.

What are the five elements that you would want to see incorporated in an outdoor campaign that you roll out for your brand?
The five elements which are important for us are:
The objective of the campaign in terms of business and the effectiveness of the outdoor medium to help achieve the objectives
The target audience that we wish to reach and whether the medium can help in effective communication of the message to the TG
Location plays a vital role in OOH advertisement. We prefer proper research about the site before opting for one
The uniqueness and the opportunity for innovation and creativity is extremely important for us as we do not wish to be a ‘me too’ player
While it is tough to calculate the exact RoI, we do measure the overall campaign; compare the costs involved with the value of expected result.

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