While there are several media options and ways to promote a product, what is scarce, however, is consumer attention. With high fragmentation, the need has become even more intense to get one’s brand engage the consumer. Hence, it is only natural that non-traditional media and underexplored areas like OOH gain importance.
Deepak Jayaram (Deejay), Director Dialect / D mART (Micro-marketing Solutions), Group M Media India Pvt Ltd lays his bet on non-traditional media. According to him, “The earlier we prepare ourselves to equip with non-traditional media, the better it is. With high fragmentation, the need has become even more intense to get your brand engage the consumer.”
Having seen that innovative OOH solutions have worked well for brands like Domex and Manhattan, Jayaram is upbeat about the power of OOH. He, however, cautions, “Such solutions are more likely to work for lifestyle products, where essentially high cost is involved. The local kirana shop will have little scope for floor graphics or other such clutter breaking stuff. It is also true that sectors like FMCG and retail will gain immensely with such initiatives.”
Mukesh Manik, Regional Managing Director, 3 D Media Solutions Pvt Ltd (which developed the floor graphics for Domex), said, “Today, there is a huge clutter in the advertising industry. Less attention is being paid to creativity and thus, despite spending money clients don’t get what they want.”
While technologies like floor graphics and table graphics have worked well for quite a few brands, there is no denying the usual concerns of advertisers and brand managers. Explained Jayaram, “Many clients are apprehensive of their brand being stamped upon. It is akin to an insult to the brand. It is also sad that many drivers of innovation are treated as vendors with fixed budgets preventing to explore.”
The facts point to some more roadblocks. For example, the costs for such technologies can be estimated at approximately Rs 250 per square foot (subject to changes with respect to design and quantity), which is not affordable to all players.
“It is definitely a metro game” said Jayaram, “owing to the large costs and the need to break through the clutter being more in the metros.” Moreover the lack of measurability also poses a problem. However, Jayaram believed that the costs would become reasonable and “we will have a situation wherein every medium is used for its merit and not merely because the budget accommodates it.”
He added, “The state of affairs is definitely improving and mall promotion, which used to be earlier only a local decision, is now finding a proper place in the media plan.”
Manik justified, “As per a survey by a research agency, by 2010, 23 per cent of urban sales will come from modern retailing. This will translate into greater importance of point of purchase material and communications. Thus, floor graphics, table graphics, building graphics, etc, will play a significant role in engaging the consumer.”
Pointing the difference between a TVC and a POP innovation, Jayaram said, “While a TVC creates space in your mind, it is the POP experience that compels a consumer to shell out money for the brand. Research shows that 70 per cent of buying decisions take place at the shop. POP material triggers impulse when it matters.”
However, there is no denial of the reluctance and the tendency to avoid risks. Manik said, “In India, quite a few advertisers and media planners are happy doing what others do, to play safe. However, in the process, a lot of good money is spent and the results don’t even come close to expectations.”
Jayaram was confident that “We are on our way to better times and with the transition in process already, soon OOH will be explored along with other non-traditional media.”