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Leading marketers crack the outdoor advertising code

05-March-2013
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Leading marketers crack the outdoor advertising code

Outdoor advertising is a very relevant and significant medium for brand building and brand visibility. The scope of outdoor advertising has increased leaps and bounds beyond just a hoarding.

Brands are getting aggressive in their outdoor media campaign. Many brands consider it as complete science in itself and have included this media to be an integral part of their communication plans. But these are a select few. There are still brands that are uncertain about how outdoor advertising can add value to their communication exercise.

exchange4media spoke to few leading marketers to chalk out the potential of outdoor media and marketers’ expectations from this potent and powerful medium.

Jury members of exchange4media OOH Advertising Awards Rajiv Kr Vij, Carzonrent India; Karan Kumar, ITC Classmate; Madhumita Dutta, Pantaloons; and Bharat Dhuppar, Omkar Realtors & Developers share their expertise on how brands can optimally leverage the OOH medium.
 
The Conference and Awards will take place on March 22 at Leela Kempinski, Gurgaon.

Excerpts:
How can an outdoor campaign add to the main marketing campaign rather than being only an extension platform?

Marketers want agencies to bring to the table an idea that will register with the audience – either as curiosity or eagerness to know more; it should not be to direct. Sites should be chosen in keeping with the overall 360-degree communication – quality over quantity. Also internationally, the outdoor industry thrives on delightful innovations. Creating an equivalent of a Piccadilly Square as regards to building a ‘wow’ factor in India is what media owners and agencies should work towards. This is what marketers want.

How can an outdoor campaign stand the test of RoI versus other medium?
The challenge is that the efficacy of OOH is not measured. So, brands are never sure about the RoI. Marketers believe an industry body such as IOAA should be more proactive and should provide a lead in evolving the medium rather than it being only a medium for creative showcase. Else, it stands the risk of losing out to digital platform alternatives. Research and investment on bringing common currency is another area of focus that needs immediate attention. 

What innovations are exclusively possible on outdoor?
The idea of using outdoor should not be effervescent, it should stick around long enough to generate genuine inquisitiveness or brand recall amongst the customers. Having the regular stuff out on the road just does not cut it anymore, it is imperative for another Amul like revolution to come to fruition. Marketing media cannot work in isolation, and outdoor is something that needs to fit into the grander scheme of things – it cannot be an either/or situation wherein one is let go in favour of the other.

How can outdoor campaigns participate in two-way conversations rather than only being a medium for message dissemination?
Interactivity is something that is amiss in most of the outdoor advertising campaigns in India. Marketers hope that there is some kind of conversation that gets generated through outdoor campaigns. Plain messaging on traditional media formats is passé. Brands want outdoor agencies and owners to create communication plans that will integrate digital media such as social, mobile and take outdoor campaigns to a completely new level of communication.

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