Out of Home (OOH) or popularly known as outdoor advertising, is one of the traditional forms of advertising. The concerns and constraints of innovation in this traditional media is one of the key issues addressed in the 4th edition of OOH Conference and Awards hosted by exchange4media group. The discussion witnessed presence of Puneet Gulati, National Head- Media, Aircel, Dupindera Sandhu, Head-Electronics & Mobiles, and Loyalty Program, Future Value Retail, Nabendu Bhattacharya, Founder and Managing Director, Milestone Brandcom and Gaurav Gupta, General Manager, Brand and Marketing Tata Docomo. The session was moderated by Rajul, Kulshreshta, Founder Exposure.
Puneet Gulati said, “Innovation is the first word that I speak while addressing any gathering. There are already established brands and there some brands that need to do some things differently to create stickiness in the minds of consumers. It is to be reflected not only in the communication but also in the products.”
“For a brand, innovation is not the most important thing, but one of the things. The point is how you can utilisethe money to get maximum mileage.” Gulati added.
Dupindera Sandhu, Head-Electronics & Mobiles, and Loyalty Program, Future Value Retail noted, “In 99.99 per cent of the cases,innovation is when you have a ‘wow’ moment. A concept implemented for the first few times can be called as innovation, but after a few attempts it becomes a routine.”
Backing his views with the example of daily newspapers, Dupindera noted “the half page flap used by newspapers these days was innovation nine years back when it was first used by Times of India.”
Sharing his insights on innovation in real estate and content, Gaurav Gupta, General Manager, Brand and Marketing Tata Docomo said, “Innovation can be in both real estate and content. For instance Vodafone Rapid Metro or Bombay Metro might not be a ‘wow’ moment for consumer but for a brand manager it is, because he is looking for effectiveness of the media. So innovation can be in the content delivered or the infrastructure. Effectiveness is the actual ROI, which further depends upon the brand objective.”
“At Docomo, we started looking at markets like Hyderabad, Bangalore, Mumbai before rolling out a campaign, When the campaign was launched, we see which operator, whether a pre-paid or a post-paid operator to target and move sights accordingly. Innovation is about reaching out to new markets,” Gupta added.
Speaking about the budget constraints in innovation, Nabendu Bhattacharya, Founder and Managing Director, Milestone Brandcom said “we as an agency have got used to the understanding that budget is a constraint. And we have to come up with something new, or never before. So coming from that perspective we have to go back to the style team where we can create innovation. The thing should be so much talked about in social media or digital.”
Voicing his concern, Puneet said, “Besides Brand budget, ROI, measuring eyeballs, or buzz and virility of the campaign is also a concern.”
Our typical marketing budget is usually 10 per cent of the topline spend