Digital outdoor advertising has been giving brands an additional edge. Several brands have used digital outdoor media formats at various consumer touch points last year for engagement, recall and most importantly, for greater visibility.
Digital outdoor advertising helps marketers reach wider mass audiences as well as also lets them target specific communities, ethnic groups, age groups, income levels, and so on. With integration and advancement in technology, digital in outdoor media will soon turn into an engaging medium and an interesting, integrated marketing option for new advertisers.
According to the KPMG report of 2013, digital sites will soon not be simply replaced static sites, but also create additional levels of consumer reach. Two broad outdoor sectors will emerge – broadcast and targeted. The broadcast segment will include large numbers of well positioned static sites and premium digital sites. The targeted segment will include national networks of digital sites capable of flexible time distribution and real time reactive campaigns.
It is also expected that in the coming years, outdoor will develop a symbiotic relationship with mobile marketing and internet-based campaigns, opening up new revenue streams. Content will play an increasing role in outdoor media and billboards are likely to become a distribution point for digitised news and entertainment. Rather than being a disruptive force, digital technology is expected to create enormous opportunities for out of home media.
Keeping this positive marketing emergence in mind, the OOH Advertising Awards 2013, an exchange4media Group initiative, will be honouring innovative use of digital outdoor media formats. Also, for the first time an advisory board has been set up that have OOH industry leaders, who will share views on the processes of the property.
Additionally, a conference will be held with the theme ‘M3 Media Marketing Monitoring’, wherein media and marketing experts will discuss how the industry can prepare and combat during uncertain economies. Topics such as can outdoor be centrestage for media, what checkpoints are needed to grab the spotlight, are brands content with the array of outdoor solutions, identifying lacunae and addressing the gaps, OOH media monitoring and measurement, integrating measurement and monitoring with brand salience, and so on, will be discussed.
The Conference and Awards will take place on March 22, 2013 at the Leela Kempinski in Gurgaon. The Awards will be judged by eminent marketing experts. Harit Nagpal, Managing Director and CEO, Tata Sky is Jury Chairperson this year. The other members on the jury panel are Abhra Rajib Banerjee, Executive Business Head, Century Plyboards; Alok Bharadwaj, Executive Vice President, Canon India; Amitesh Rao, Director Brand and Media, MTS India; Bharat Dhuppar, CMO, Omkar Realtors and Developers; Karan Kumar, Marketing Manager, Education and Stationery Products Business (ESPB), ITC; Madhumita Dutta, Chief Marketing, Pantaloons, Planet Sports and Converse; Nalin Kapoor, Senior GM and Group Head – Marketing, Hyundai Motor India; Pratik Mazumder, CMO, Yatra; Pravin Kulkarnii, GM – Marketing, Parle Products; Rajiv Kumar Vij, Managing Director and CEO, Carzonrent India; Rafiq Gangjee, VP, Marketing and Communications, Yashraj Films; Shaswati Saradar, Director General, MRUC; Shubhodip Pal, Chief Marketing Officer, Micromax; and Sudeep Narayan, Marketing and PR Director, Volvo Auto India.