New media formats like Digital OOH are making rapid strides in the international markets but in India it’s a different story. The fifth edition of exchange4media’s OOH Conference saw veterans from the OOH industry come together to discuss what was holding back the medium in India and what kept marketers away from it.
The panel consisted of marketers like Kashyap Vadapalli, CMO, Pepperfry, Nitin Bahl, Country Marketing Manager at Motorola Solutions, Shashi Sinha, EVP and Business Head at Laqshya Media Group, Rohit Chopra, CEO, Times Innovative Media- Delhi Airport Advertising . The session, chaired by Amit Sarkar, COO, India, Kinetic Worldwide began with the obvious question about why this format was not picking up in India.
‘As a marketer I’m most concerned about my consumer and for today’s consumer , speed and interactivity play a huge role in their relationship with brands. These are intelligent people we are catering to. As a marketer, I’m not thinking of a channel but about my audience and how I can reach out to them in the best way possible. Any campaign I undertake has to tick all the checkboxes for it to be called successful,” explained Vadapalli when asked about a marketer’s take on this medium. The marketer, who heads a growing online furniture brand stated that it was important for him to interact with the audience and the medium had to match the consumer’s needs for it to be successful.
Taking the conversation forward was Nitin Bahl, who also stressed on the need for greater interactivity in the medium. For marketers it was all about providing the right experience to the customers. He also mentioned that the measurement of ROI was missing from this medium keeping marketers from embracing it wholeheartedly.
“To me, digitisation of OOH stems from desperation. While we are not undermining Digital OOH, we cannot completely overlook the positive side of static Out of Home media,” stated Shashi Sinha of Laqshya Media Group, expressing a surprisingly different point of view.
Rohit Chopra from Times Innovative Media, citing examples of Delhi Airport, described how the medium had evolved, “Digital at Delhi Airport has become significant in the way it offers interactivity. We just celebrated 210 clients on digital. We do have several options available at speed. The qualitative difference is a big advantage. Technology is playing a huge role and is being used to micro-target. Technologies like facial recognition, geo tagging and augmented reality were being adopted by the medium,” he said but also added that the next leap was needed to catapult the medium into the big league.
The panellists did agree on the potential of the medium. Kashyap said one could not overlook the big opportunity that Digital OOH presented but it had to seamlessly communicate with all devices for it to be successful. Sarkar of Kinetic Worldwide, summed up the discussion by reiterating the necessity to grow the eco-system. He also said that it was important to impart the right message in the right environment.
The panellists aired their views at exchange4media’s OOH Conference 2015 presented by Posterscope in association with Laqshya Media Group.