Get smart: Learn how brands can beat the outdoor game

Apt location choice, media format and right targeting can ensure maximum effectiveness on outdoor, share industry experts

e4m by Priyanka Nair
Updated: Feb 27, 2013 8:28 PM
Get smart: Learn how brands can beat the outdoor game

When brands tap outdoor for creating marketing impressions, the cliché that is expected out of the entire exercise is to have innovative creatives. However, many experts believe innovation is not the only way to stand out in the outdoor medium. Attention can also be grabbed by playing smart and looking beyond the much used and abused word ‘innovation’.

There are brands that understand the value of this medium and use volume as a clutter breaking strategy. To understand what are the essentials of smart outdoor planning, exchange4media spoke to few marketers. Following are three smart ways in which brands can plan their outdoor campaign, keeping innovation in the background.

Smart location
Media and consumer mapping are two aspects that brands need to look at to get advertising on outdoor right. Consumer mapping is very necessary for an outdoor campaign because this can define the location of where the creatives need to be placed.

Additionally, road mapping not only helps in understanding media availability, but also helps to spot interesting touch-points of communication. Destination planning is equally crucial to understand the areas where the consumers can finally find the brand’s presence.

According to Madhumita Dutta, Chief Marketing, Pantaloons, “An OOH campaign is not just about installing attractive vinyls blindly, but about a strategic approach to build an effective conversation around the brand in a given space.”

Smart media
There are brands who fail to customise creatives as per the need of different media formats. There are also brands that tick the wrong media formats. It is necessary to understand that outdoor media channels can make or break a campaign.

Commenting on this, Karan Kumar, Marketing Manager, Education and Stationery Products Business (ESPB), ITC said, “Smart outdoor media choices can never be over emphasised. They bring efficiency to the usage of the medium while also adding to the broader argument on efficacy of the medium. Smart media helps marketers in better sharp shooting the campaign to the intended target group, while perhaps minimising pullovers. Smart media choices do add to a more efficient and effective use of the medium not just in getting visibility for the campaign but also in ensuring a sharper, more focussed delivery of the campaign.”

Smart targeting
Not only can brands reach mass audiences with outdoor advertising, it also enables brands to target specific communities, ethnic groups, ages, income levels, and other diverse audience segments.

According to Rajiv Kr Vij, Managing Director and Chief Executive Officer, Carzonrent India, smart planning helps in visualising results and measuring creativity on various parameters.

Outdoor advertising can help target the right areas – places where it will most likely be effective. Once the right location and media choice is made, right targeting gets defined by itself.

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