Ford India has allotted only a relatively small part of its advertising budget for the outdoor medium. “Outdoor is not a big part of our mix. It may be roughly less than 10 per cent of our media spends in the country,” observed Scott McCormack, VP-Marketing, Sales and Service, Ford India.
Talking about their activities on the outdoor medium, McCormack noted that Ford India had a big presence on the medium during the Ford Endeavour launch. “For the launch we had even used 3D billboards at various locations across the country,” he added. Despite the digital medium being used regularly in this space, Ford has not done any major activities using it.
Expressing his thoughts on the Indian outdoor scene, McCormack was of the opinion that the Indian outdoor industry had to develop considerably. “There is no good traffic movement measurement or any other tracking devices across the industry which helps in the growth,” he pointed out.
He also believes that for the increase in Ford’s outdoor advertising budget, the objective of the marketing campaign and the development of the outdoor industry are vital.
With advertisers calling for major developments in this space, it’s time the Indian outdoor industry pulls up its socks and gets its house in order.