The fourth edition of exchange4media’s flagship outdoor advertising property – the OOH Conference & Awards – is all set for March 20, 2014. This year saw more than 500 entries across 21 categories. The Awards recognise and identify the emerging trends in the industry for the year 2013.
The entries were scrutinised on their strategy, effectiveness of the strategy, innovation and cost-effectiveness. After days of screening and selecting, the jury finally decided on the winners for all the 21 categories.
According to jury member Ananta Singh Raghuvanshi, ED (Sales & Marketing), DLF Universal, “The OOH Awards are the right platform for all the agencies and brands to showcase their strategy, which indeed is an effort to bring up the overall standards in this industry.”
The entries once again proved that OOH as a medium can actually engage and increase the sales manifold. For example, the impact of Lifebuoy’s ‘Lifebuoy se hath dhoya kya’ campaign was one of the topics that created quite a buzz among jury members. Several other entries also proved that OOH advertising is no more just about billboard and motionless standees.
The Rs 2,000-crore industry has been growing at a steady pace of 5-8 per cent in the past few years. Speaking about changes required in order to step up the growth rate, Manohar Bhat, VP (Marketing and Sales) of Maruti Suzuki India said, “The biggest challenge before this medium has been the ambiguity in measuring the investments made. Unlike other mediums, OOH does not allow a marketer to constantly keep a check on what is happening with their investment. Another major shortcoming of the industry is that there are a lot of fragmented players in the market, which again becomes bit of a challenge for the marketer to manage his spends.”
The jury members of the OOH Awards 2014 included Satinder Juneja, VP, Sales & Marketing, NIIT Technologies; Sudeep Narayan, Director (Marketing and PR), Volvo Auto India; Deepika Warrier, Marketing Director (Beverages), PepsiCo India; Manohar Bhat, VP (Marketing), Maruti Suzuki India; Rahul Saighal, CMO, Samsung Electronics; Sanjay Chitkara, Head (Corporate Marketing), LG India; Sujit Ganguly, Senior GM & Head (Corporate, Brand & Communications), ICICI Bank; Rajesh Iyer, Head of Marketing, Colors, Viacom18; Archana Aggarwal, VP (Media), Airtel; Amitesh Rao, Director (Brand & Media), MTS India; Ananta Singh Raghuvanshi, ED, Sales & Marketing, DLF Universal; Avinash Pandey, Chief Operating Officer, MCCS (India); and Rajiv Bakshi, VP, Marketing (South Asia), Discovery Networks Asia-Pacific.
(The OOH Conference and Awards 2014 will be held on March 20 at The Pullman Central, Gurgaon. Click here (http://www.exchange4media.com/ooh2014/index.aspx ) for more details.)