India uses OOH in a really quirky and fun way: David Payne

David Payne, Global Head of strategy & operations at Mediakeys, talks about their strategic partnership with Laqshya Media Group, India's OOH market and more

Sonam Saini 20-November-2018

DavidPayne

Former CEO of WPP Kinetic David Payne recently took over as Global Head of strategy & operations at independent international out of home media company Mediakeys, owned by Comkeys. Comkeys has now entered into a strategic alliance with Laqshya Media Group (LMG) to launch Mediakeys in the Indian market.

Payne was in India recently and exchange4media caught up with him to talk about the alliance with Laqshya Media, India’s OOH market and much more.

Watch the video here or read the edited excerpts:

On strategic partnership with Laqshya Media

We work with brands all over the world, delivering solutions for them largely in the world of out of home (OOH), although we do cover all media. So, for us, it’s quite a narrow and small market. But we are the biggest in that sector. So, on the international scale, India is becoming increasingly attractive for us.

There is obviously an increase in the number of Indian brands that are looking to talk to consumers outside India. So, India is becoming more important for us in terms of sales and outbound. Also, it’s becoming more important for us as brands that work with us globally want to come into India. We have been thinking long and hard about our strategy for the Indian market. We wanted to accomplish something where we get to work with the best in class, both in sales and execution. And we bring exactly the same to India as well. It’s a complementary relationship where we can work with them to drive sales from India, and we can bring business for them into India.

It’s just two like-minded companies working together to jointly invest in the future of the business.

India vs global OOH industry

I have come to India many times in my career and I am always fascinated by the out of home scene here. It has a huge potential as many changes that we have seen in other parts of the world have not taken place here.

It is prime for consolidation and capital investment. If you match that with what’s going on in this country from an infrastructure point of view (with new airports, new roads, new railways and new metros), there is a huge potential for development. Actually, India is yet to establish itself alongside more established & developed markets such as Germany, UK and France. But I think once that acceleration starts, it’s going to be a much quicker transition.

There is no real measurement here yet and so it’s not quite as accountable. But it’s still quite dynamic and creative. What we are yet to see in India is real use of data to bring audiences. But I think that’s coming quite fast.

Digital impact on OOH industry globally

I think it’s a competitive threat, particularly in India where digital is highly accessible. Smartphone penetration has bypassed all aspects of larger screen penetration and it’s very high. Therefore, digital mobile is very accessible and it’s measurable and accountable. And that is what outdoor is not yet here in India.

It’s a big competitive threat to a number of media channels in India. It’s also a really nice business opportunity because out of home in other markets is becoming increasingly technology-driven, where you have digital screens. However, to talk about programmatic buying of digital screens will be a stretch.

Also, it’s very interesting to see non out of home media companies beginning to acquire out of home businesses, something that you are not seeing here. But certainly it’s a big trend in the US and the UK at the moment, and possibly in Germany where you are seeing the likes of Google, and Ali Baba in China.

On Indian OOH market’s creativity

India is really progressive in that. I think India uses out of home in a really quirky and fun way. It is often used as a backdrop in special events or for special demonstrations or activations. I have always felt that India does that quite well.

What India needs is to carry on doing what they are doing well and invest in capital expenditure and infrastructure. Work in partnership with government and public authorities so that the quality of out of home does not just benefit the advertiser but benefit the community.

Future projects

Mediakeys is agile and quick-moving. We make decisions quickly on our strategy. We are able to test and get things done fast, and we are very entrepreneurial. I am looking for the 2019 immensely. We have got a lot of exciting things happening next year, and a couple of major global announcements. We will be able to talk about it after Christmas.

Sonam reports on the broadcast media and Out of Home (OOH) industry. She has worked across television and cable industry, and in the past has written for travel and lifestyle magazines.

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Posterscope launches Digital OOH Ad Exchange, ROOH

Most of the screens are cloud-based that enables ease and flexibility in campaign management

exchange4media Staff 1 week ago

rooh

Posterscope India, the out-of-home specialist from Dentsu Aegis Network, has announced the launch of ROOH (Real Time Out Of Home), a unique planning-buying platform (including programmatic) for digital OOH inventories.

 

With billings from digital OOH estimated to grow at a rate of 60% by 2019-end, this latest tool will only help Posterscope to further strengthen and bolster its real-time capabilities in India.

 

Based on the extensive use of APIs (application programming interface), Posterscope’s ROOH uses a wide variety of data feeds to create customised and targeted advertising. This, in turn, allows advertisers to exercise direct control over the content that is being played on screens without the need to access the media owner systems, individually. Most of the screens are cloud-based that enables ease and flexibility in campaign management.

 

Now, with the launch of ROOH, Posterscope India has collated and brought together more than 60,000 digital screens on a single platform. This tool not only uses analytics around the screen when consumers frequenting the location but also exploits Dentsu Aegis Network’s research, insights and planning tool – CCS (Consumer Connections Study Planner) along with Dan Explore (a tool that examines consumer passion points) to arrive at the right screen mix for the brand to help optimise the plan.

 

Haresh Nayak, the Group MD, Posterscope Group South Asia, said, "The ability to deliver dynamic content in real time, driven by highly relevant data and optimised to audience type and audience mindset, represents an enormous leap in the power of the OOH medium. I am certain that it will attract new advertisers to the medium, particularly those that need highly flexible and agile brand communication."

 

Deepak Kumar, Senior Vice President, ROOH, said, “Over the last two years, we have worked across 2500 towns, dealing with over 50 key media owners, to develop this tool. This has helped us in understanding and curating ROOH. The flexibility of ROOH will enable some interesting campaigns and will make OOH truly a dynamic medium. The Posterscope Group predicts that the year 2020 will be a defining year for Real Time Out Of Home.”

 

Currently, BFSI, mobile, ecommerce and automobile categories are at the forefront of usage of this tool.

 

Also, only accessed by its planning team now, Posterscope will soon extend ROOH’s access to its clients and partners. ROOH will provide insights and data to them - right from the brief stage juxtaposed against consumer analytics that will help then detect and decipher the apt triggers for their campaign. Human intervention, then, will be limited and utilised only if necessary.

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We still love TV and OOH for their emotional impact: Karthi Marshan, Kotak Mahindra

CMO, Kotak Mahindra said, brand ambassador responsibility is to espouse the brand’s values, bring them alive and guarantee attention of the prospective consumers

Dolly Mahayan 1 week ago

Karthi Marshan

BFSI sector brand Kotak Mahindra is rapidly increasing its focus on digital media in the last few years. The brand hired actor Ranveer Singh as the face of the brand and is also the crowd puller for the #IndiaInvited campaign.

The brand was recently in the news for its latest campaign ‘Card Mila Kya’ amidst the wedding of Singh and actor Deepika Padukone. The campaign was applauded for its humour and creative idea.

In an interview with exchange4media, Karthi Marshan, Chief Marketing Officer, Kotak Mahindra Group, spoke about the role of brand ambassador in communication, idea behind the ‘Card Mila kya’, overall marketing strategy and more.

Hiring a brand ambassador in banking sector is very difficult because it's all about ‘Trust and Faith’. Do you think Ranveer Singh fits the bill here? 

Banking is about trust and faith, this much is absolutely true. But that is not a task we can abdicate to a brand ambassador, the brand itself must answer for that, by its conduct, and the conduct of its leadership as well as its foot soldiers, in every single interaction it has with its stakeholders. A brand ambassador for us has a very different responsibility. It is his job to espouse the brand’s values, bring them alive and guarantee attention of the prospective consumers. If the ambassador’s public persona and the brand’s values are in sync, that’s a huge bonus for the brand, as every sighting of the ambassador will be tantamount to a sighting of the brand. For instance, we recently launched a teaser campaign for our Ranveer Singh Debit card which has no Kotak logo on it, and yet social media was abuzz with talk about Kotak’s coup.

When you incorporate humour and creativity in marketing, the results are definitely going to grab eyeballs and the same happened with the recent campaign ‘Card Mila Kya’. How did the idea come about?

There’s a cliché about good luck happening when opportunity meets preparation. I think in this case it was definitely so. We were on track and fully prepared to launch a Debit Card with images of Ranveer Singh on it, when news came of his wedding. Social media was already in hyper drive discussing all aspects of the imminent nuptials. When we saw the couple publish their wedding announcement card on Twitter, and then share pictures with the select invitees receiving their invitation card, we thought it was too good an opportunity to miss. We quickly (practically overnight) revised the creatives to reflect the idea of a humorous take on the Wedding Card that was in reality the announcer for our Debit Card, and it really grabbed the imagination of the viewing public.

Being a financial brand, how you define your target audience on digital and how do you strategize to reach out to them?

Everybody has a relationship with money, and in that sense everybody is a target customer for us. However, everybody’s money needs are somewhat different, and that is where customisation and segmenting comes in. On digital, it is possible to precise target consumers not only based on their demographics but also their interests, needs and burning questions. This is what we use effectively to target multiple micro-segments on digital.

What is your media mix? What has been the role of digital medium in communicating with the consumers? What part of your marketing spends are allocated to the digital medium?

We still love traditional media like TV and OOH for the emotional impact they have. We use digital selectively for buzz and engagement, and we also use digital dominantly for performance campaigns. We communicate on digital with prospects, to persuade them to consider our products, and we also communicate with customers already banking with us, persuading them to consider other products that are relevant and appropriate for them at various points in time.

 What role does outdoor medium play in the overall marketing strategy?

Traditionally, outdoor has been approached as a reminder medium, one that encapsulates a brand campaign’s message into one visual, one line and the brand’s logo. At Kotak, we have never limited its utility to that. We have very often used outdoor for its unique ability to be topical, hyper local, impactful etc. We have done bold things like run ads on hoardings minus the brand logo, confident that the message would reflect the brand on its own. We have gone hyper local with messages on bus shelters and hoardings in the vicinity of our branches, inviting customers of neighbouring banks to cross the road to get more for their money. During our Kona Kona Kotak campaign, we deliberately switched around visuals, celebrating the Guntur customers in Mumbai, Bangalore customers in Ranchi, Goa customers in Cuddapah and so on. This seeming incongruity got people’s attention, and we got a lot of messages about how we must have made mistakes in dispatching the wrong artworks to various cities. But slowly, the penny dropped, and Mumbaikars appreciated that if we had branches in places like Guntur, we probably had branches in many places of India.

Do you see greater reason to drive OOH advertising for deepening your brands consumer connects?

Absolutely. OOH has enormous flexibility because we can change messaging based on location, as well as based on topical relevance. So sites near our branches can have one kind of message, while sites near the competitors can have another. Sites relevant to my category like malls and cinemas can have a specific type of message. Outdoor is a lot like finely targeted digital advertising. We also believe good outdoor design is a nuanced craft. David Ogilvy prescribed ‘12 words or less’. Most billboards tend to have a lot more clutter. Kotak actually operate with the maxim of 6 words or less.
 

A post-graduate from the prestigious Indian Institute of Mass Communication, Dolly reports on advertising, marketing as well as the digital domain. In her free time, she loves travelling and reading.

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Headsail rolls out OOH campaign for BBC News across South Asia & East Africa

The campaign's message was that BBC News has expanded in new languages, offering the knowledge and perspective that helps audiences to progress

exchange4media Staff 14-November-2018

bbc

BBC News, along with its OOH agency Headsail Media Services Pvt. Ltd. rolled out an innovative campaign in Pakistan, Bangladesh and Kenya in September 2018.

The key objective of the campaign is to drive reach and position the BBC News as a news provider that offers something unique for audience in their local language and showcase how BBC news helps people make more of their world compared to other news providers. The key message was that BBC News has expanded in new languages, offering the knowledge and perspective that helps audiences to progress and grow in life.  The campaign shone a light on the BBC’s unique offering and gave a positive voice in a country buoyed by progress.  A key challenge was to get the attention of audience and understand that BBC News with its new languages is the go-to destination for news and information.

The OOH plan was spread across South Asia and East Africa - 6 major cities across 3 countries - Pakistan (Lahore, Karachi, Islamabad & Rawalpindi), Bangladesh (Dhaka) and Kenya (Nairobi). Larger-than-life digital screens/billboards and wall wraps were deployed across markets at main arterial routes, nodal junction, key connectors and trade areas, which created significant interest and impact.

Also, this year India was the host country for the World Environment Day summit and it was particularly relevant for BBC World Service to make a huge splash on the day and mark the launch of their ‘Make More of Your World’ brand campaign.

 An on-ground marketing event campaign was developed in-house by BBC Creative, who worked in partnership with the renowned graffiti writer turned artist INSA. As part of the campaign in India, the BBC Marketing commissioned the task to manage this on-ground event to Headsail Media.

Tejash Kothari – Marketing Manager Asia Pacific (BBC News), said “This is a key campaign for us at BBC News and we wanted to align all our efforts to effectively reach out to our global audience. The campaign was spread across demographics, geographies and time zones and we wanted to activate the campaign on all media platforms on the same day across all the 4 countries. We are extremely glad we were able to successfully execute the campaign with support from Headsail Media Services and team.”

Vijay Jain - Founder & CEO, (Headsail Media Services Pvt. Ltd), said, “We took a data-backed approach on OOH and used heatmaps of cities to create dominance through Digital Billboards keeping the essence of creative into consideration. Our footprint in South Asia and East Africa enabled us to plan and flawlessly execute a campaign of such scale which transcended international boundaries.”

 

Team Credits:

Client Servicing – Viral Gohil

Media Planning – Kavita Sabherwal

Creative Director – Rajesh Khanna

Media Execution – Smita Patade

Buying – Chirag Jain

 

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Card Mila Kya? Ranveer Singh asks with folded hands

Ranveer Singh came on board as Kotak Mahindra Bank’s brand ambassador in June 2018 and is the face of its #IndiaInvited campaign

exchange4media Staff 13-November-2018

ranveer singh kotak

If you have crossed certain key areas across Mumbai you just can't miss hoardings of Bollywood star Ranveer Singh with folded hands, asking, "Card Mila Kya?" And no, he is not talking about his wedding card. With Singh's wedding to longtime girlfriend Deepika Padukone just around the corner, this ad by Kotak Mahindra Bank first needs applause for its impeccable timing. What the bank has done is featured its brand ambassador Singh in its limited edition debit cards. 

The celebrity image debit card, a first-of-its-kind in the country, gives the bank's customers and fans of the actor the option to choose from six images of the Bollywood star. The card will be available for customers to order for a limited period till December 31, 2018.

Puneet Kapoor, Senior Executive Vice President, Kotak Mahindra Bank, said, “This limited edition debit card gives Ranveer Singh’s legion of fans a fantastic opportunity to own a personalised card featuring the actor. We are very conscious of the fact that our customers have diverse interests and our approach at Kotak is to offer a range of exclusive, customised and innovative products and services that provide both emotional and transactional value to our customers.”

The OOH duties are being handled by Kinetic India and Madison OOH. This teaser campaign in Mumbai has been executed by Madison OOH. 

Ranveer Singh came on board as Kotak Mahindra Bank’s brand ambassador in June 2018 and is the face of its #IndiaInvited campaign. The campaign champions inclusive banking and features people from all walks of life, across age, gender, profession, religion, physical appearance, including an acid attack survivor, among others, alongside Singh.

The Singh-featured debit card is linked to a savings account which comes with a number of benefits including up to 6 per cent p.a. interest. In addition, customers get a host of attractive offers/discounts on the debit card across a select set of merchant establishments and ecommerce sites. Furthermore, based on their card spends, customers also stand a chance to meet the superstar.


 

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South OOH industry in doldrums; hopes pinned on Hyderabad, Chennai to drive spends

Kerala Floods and BBMP ban on hoardings are playing spoilsport for South OOH industry this Diwali

Neethu Mohan 29-October-2018

bbmp ban and floods

The festive spirit has set in all across India and the media industry is getting busier day by day be it TV programming, increased ad spends and even new campaigns just to coincide with the season’s joyous mood. But, the same can’t be said about the South OOH industry. Hindrances faced by them started with Onam when Kerala was distressed due to floods and now comes the recent ban of hoardings in Bangalore. 

“For us this Diwali period is lull and compared to last year, there is a significant downturn. Though we are seeing some very positive consumer sentiments elsewhere, which is translating to good revenues, South has suffered overall and, this festive season is not good for us and I am sure it is the same for others too,” said Naresh Bhandari, COO, OMI, the OOH agency arm of Laqshya Media Group.

 

Double whammy: Kerala floods and BBMP bylaw      

The OOH industry in Kerala has been adversely affected by the floods, which wreaked havoc across the state. Just in the months of July-August alone the state’s OOH industry suffered a loss of almost Rs 60 crore.  According to experts, the industry is estimated to have incurred a loss of Rs 200 crore overall as it is taking a few months now for the business to be back on track completely.

“The market is bad and around 45% of the inventories are vacant this Diwali season, this is because the advertisers have a perception that Kerala is totally devastated after the floods. We are now on revive-mode,” said Chithra Prakash of Chitra Painters, an OOH player based in Kerala.

The OOH players in Kerala are hopeful that with Christmas season approaching and the state of Kerala getting back to normalcy, they can bring down, if not completely obliterate, the losses by getting back to business as soon as possible.

Coming to Bangalore, the BBMP (Bruhat Bengaluru Mahanagara Palike) council has approved a new draft advertising policy titled ‘BBMP Outdoor Signage and Public Messaging, 2018’ that calls for a ban on all illegal commercial billboards and hoardings in the city. The proposed advertisement policy seeks to benefit advertisers using bus shelters, gantries and skywalks by banning all other sorts of outdoor advertising.

The ban has affected all of us as the move came in during the onset of festive season which would have otherwise contributed us well. The matter is still in court and we aren’t very clear on the way forward,” said Bhandari.

 

Lukewarm hopes

Diwali is a time of cheer everywhere in South but it’s even more prominent in Bangalore due to the cosmopolitan crowd. The recent BBMP ban has hampered the festive spending which is typically around 30-40% of most of the brand’s annual budget. During Onam, Kerala gets high on brand visibility and spends, which unfortunately wasn’t great this year because of floods. So, it is now Hyderabad and Chennai that would be hopefully driving spends of OOH in South India this Diwali.

Speaking about expectations this Diwali season, Bhandari said,Our expectations aren’t high because Bangalore contributes the maximum to South revenues and this move by BBMP has hit the South OOH Industry at large. Onam, which is another big occasion, turned sour because of the floods. Chennai with media assets restricted to street furniture would not be very successful to add a fortune to the total South industry pie. Hyderabad seems to be in action but, not sure how would it compensate the losses faced by Bangalore and Kerala. So, overall, our expectations are low.”

Our festive specific strategy is to be visible at all key shopping hubs for our retail brands and we also have created customized festive creatives for their OOH campaigns. We have been doing consumer experiential festive campaigns at the Hyderabad Airport too,” said Bhandari, speaking on festive strategies given the double whammy of floods and BBMP ban. 

 

 

Neethu reports on media, marketing and advertising industry. In the past she has reported on start-ups, education and health sector for over 6 years.

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MTV creates live billboards for Ace of Space and Elovator Pitch

Conceptualised in-house and executed by Zenith Outdoors, the billboards bring to life the shows’ content theme and gives the audience a sneak-peek of what to expect when they tune-in

exchange4media Staff 24-October-2018

MTV

Building on its quirk, wit, and innovation, MTV recently launched a clutter-breaking concept based marketing campaign for two of its latest shows, Ace of Space and Elovator Pitch.

Conceptualised in house and executed by Zenith Outdoors, the billboards bring to life the shows’ content theme and gives the audience a sneak-peek of what to expect when they tune-in.

Speaking about concept-based outdoors, Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18 said, “Innovation is core to MTV and It’s a way of life for us. With both Ace of Space and Elovator Pitch, we have pushed the envelope for innovative content. Hence, for marketing these unique shows, we have built a concept-based advertising campaign and utilised the high impact medium of billboards that stand out and give a real-life slice of the show’s content.”

For the show Ace of Space, the live billboards showcase real people enacting the scenes of being trapped in a small room. Specially designed to bring alive the uniqueness of the show, the billboards went live on October 19 between 5-9 pm and 4-6pm on Sunday at a strategic location in Mumbai.

The hoardings have the anchor Vikas Gupta, shrinking the room with the press of a button causing panic and mayhem amongst the contestants, much like the show ‘Ace of Space’.

The billboard for Elovator Pitch anchored by Gaelyn Mendonca makes for an interesting and thought-provoking visual as well. In line with the show’s concept where 10 boys try to woo one girl with quick creative thinking while riding a lift between two floors, the hoarding features Cyrus Sahukar in different avatars across each level. Sahukar is a visual reflection of the 10 participants who fight it out for their dream girl’s attention.

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OOH has the capability of driving online activity: COO, Laqshya Solutions

Amarjeet Singh Hudda on what ails the OOH industry in India and the medium adopting digital slowly but surely

Dolly Mahayan 16-October-2018

laqshya

"DOOH is growing in double digits in other developed countries but, in India it’s still at a very nascent stage," says Amarjeet Singh Hudda- COO, Laqshya Solutions, an outdoor agency arm of Laqshya Media Group. According to him, OOH has never demanded a larger pie of the overall advertising chunk primarily because of the inadequacy of audience measurement tools in the industry.
In a chat with exchange4media, Hudda spoke about how audience measurement tool increases the accountability of an agency towards a brand, challenges and if the digital medium could be a threat to OOH in the long run. Edited Excerpts:

What are your thoughts on the effectiveness of audience measurement tools and the way in which it is increasing the accountability of an agency towards brands?


Over the years, OOH has never got a larger pie of the advertising chunk primarily because of the lack of audience measurement in this industry. Agencies with in-house tools now are in a better position to offer OOH media solutions and reach advertisers. The measurement tool addresses the brand’s 
objective of reaching out to their desired TG with minimum wastage. They are also equipped to offer them the efficacy of the plan in terms of eye-balls met. 


Do you see OOH increasing its share of the total advertise pie in the coming year? How is Laqshya leading the OOH industry?


Yes. We are hopeful of the change. Research backed strategic plans offered by specialist agencies have given advertisers the confidence on the ROI front which had always been a concern for marketers. Laqshya has been offering such research based scientific plans to our existing clients. Timely monitoring of campaigns and updates to the clients along with regular maintenance of our own media assets are all adding to factors differentiating us from the rest.


What are your views on digital OOH? Do you think it will make OOH advertising more engaging?
DOOH is growing in double digits in other developed countries but in India it's still is in a very nascent stage. Digital Outdoors with content -first approach engages viewers better as compared to a Static Billboard. Having said that, Digital OOH is definitely the growth driver for outdoor. Ambient spaces like airports and malls have been experimenting with DOOH successfully and the results are great.

 What particular challenges is the OOH industry facing and what needs to be done to transform the landscape?
Unlike online ads, Digital OOH does not cause inconvenience to consumers. In fact, a very good creative can be a visual treat for them; with the use of technology it can create innovations to further amplify a brand’s communication. Customizing and changing the content to target TG comes in handy with DOOH and, an advertiser can pick their slots as per their budgets wherever possible. DOOH campaigns are far more compelling than a static billboard. Globally, a lot of Innovation using technology such as facial recognition etc has been harnessed to make DOOH far more engaging.

Could the Digital medium be a threat to OOH in the long term?
Digital Medium isn’t a threat to the OOH Industry. And, OOH has the capability of driving online activity. OOH coupled with online works well for brands. This has been proved according to a Nielsen study done globally too. Digital is definitely the future, but in a country like ours, it still needs time. A fragmented industry like ours cannot shift to Digital so soon. The change will happen gradually. But, a lot of marketers seeing the value it brings to their brands, will vouch for it and, this 
demand could soon prove to be a game changer.

A post-graduate from the prestigious Indian Institute of Mass Communication, Dolly reports on advertising, marketing as well as the digital domain. In her free time, she loves travelling and reading.

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OOH festive spends expected to rise 15-18% from last year

According to industry experts, OOH industry is once again expecting a huge surge in traffic thereby compensating for the losses incurred last year due to policy changes

Dolly Mahayan 15-October-2018

festival logo

The festive season in India has begun with full gusto, first with the arrival of Ganesh Chaturthi, followed by Navratri, Durga Pujo and Diwali. Right after monsoon ends, this is the time when roads all over the country are adorned with colourful and creative ads in order to grab consumers’ attention.

Pleasant weather and celebratory mood among consumers triggers an urge to shop and brands leave no stone unturned to extract maximum value out of this season by promoting their festive offerings and heavy spends on marketing campaigns. In such a scenario, OOH plays a significant role in a brand’s communication and this is exactly why OOH business particularly thrives in the last quarter of the year.

Unlike the previous year, the OOH industry is expecting a huge surge in traffic this year. This can be a great relief for the industry, which is looking to compensate for the losses of last year due to GST and demonetisation.

Amarjeet Singh, COO, Laqshya Solution, said, “Today OOH goes where most other media can’t go. OOH is everywhere consumers are. The fact that India has one of the highest chunks of millennial population and approximately 70% of their waking hours is spent outside, just makes OOH more lucrative for advertisers."

“Marketers heavily ride on the festive fervour and OOH works well to connect them to their TG by being visible at congregations that are relevant to them. OOH follows them at B2B pockets, residential clusters, to the journey to and fro along with all destination points they can possibly visit- be it main arterial roads, malls, movie theatres, coffee shops, airports, and even golf course and grocery shopping. So OOH offers a customised media plan for different TGs," added Singh. Alok Gupta, Graphisads, said, “Festive season means traffic snarls, outdoor as a medium always has had an impact value. 2-3 hours of forced viewing helps brands to create an immediate recall value, which leads to impulse purchase decisions."

When asked as to how much a brand’s marketing spends usually increases during the festive season, he added, “Many brands keeps aside as much as 15-20% of their annual budgets for this specific period. You would see many clients that are not visible during the year suddenly come up at the time of festive season."

According to Rohan Srinivasan, Chief Marketing and Communication Officer, Vyoma Media, “The OOH Industry will hope to get 30-40% of its total revenues this festive season alone. (Country wide) Spends are expected to be significantly up from last year. The very nature of festivals has people gathering together in one place to celebrate, which brands use to their advantage and hence focus on this season in particular. The opportunity to target a vast audience, increased visibility for products by localising content reaps rewards by transforming into eventual sales."

“We are very optimistic and are looking at a sizeable growth when compared to last year. Previously, the whole industry was affected by GST and demonetisation," he added. 
"OOH is the only impact creation option in the entire communication chain", said Charanjeet Singh Arora, CO-CEO- India, Kinetic India. “No other media delivers the impact which OOH can deliver because of its size, and OOH is always the last mile media in consumer marketing so, if you plan and place OOH well, it helps brands with higher ROI," he pointed out. 
A brand’s marketing spend purely depends on the brand's priorities and product. “Like for automobile, white goods, jewelry, clothing and lifestyle products, Diwali is the peak sales period. All brands keep aside a festival budget for this period depending on specific priorities for instance which region matters more for which festival and then, brands spend likewise. All brands keep a consistency of presence in target priority markets and they create spike of media presence during big festivals. Spending goes up as high as even 100% for few product categories," explained Charanjeet Singh Arora.
“Typically consumer-focused brands hike their spends substantially. There are brands that spend 30-40% of their annual budget specifically during OND (October, November, December) quarter," said Amarjeet Singh.

The industry at large believes that this festive year will be positive for them in terms of budget. Gupta said, “This year, we are hoping that the outdoor industry shall recover the losses of past 2-3 years of sluggishness. Availability issues for getting key locations for clients have begun. Since outdoor media is so location-specific, important areas have already been booked."

Since media occupancy is going up, Gupta expects an overall 20-25% spurt in the top line this year, as compared to the last year. Haresh Nayak, Managing Director, Postercope, said, “Historically we have seen a 10-12% increase during festivities. Given that last year spends were adversely affected due to the policy changes, we see a possible increase of 15-18% as compared to last year."
“We should see a healthy double-digit growth. An overall growth of approximately 10% compared to last year is what we all expect," said Amarjeet Singh.

 

 

 

 

 

 

 

A post-graduate from the prestigious Indian Institute of Mass Communication, Dolly reports on advertising, marketing as well as the digital domain. In her free time, she loves travelling and reading.

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Vyoma Media wins Digital Outdoor Advertising mandate for TVS Victor

Vyoma Media will aim to build on the massive affinity towards the TVS brand by engaging consumers through their smart dispays at ticket counters across the Kolkata Metro and Bihar railway stations.

exchange4media Staff 04-October-2018

Vyoma Media, the out of home digital solutions company, has won the Digital Outdoor Advertising mandate for TVS Victor.

TVS Victor’s new model will be the first bike in its segment to feature a unique Daytime Running Lamp (DRL), along with a host of other class leading features. Vyoma Media will aim to build on the massive affinity towards the TVS brand by engaging consumers through their smart dispays at ticket counters across the Kolkata Metro and Bihar railway stations.

The first phase of TVS Victor’s ‘Badi Bhi Badhiya Bhi’ campaign will be for a duration of two months and then will be seen across other markets.
The multi-lingual creatives, in English, Hindi and Bengali, will play simultaneously across locations and will allow consumers a chance to win the brand new TVS Victor bike.

This campaign will take content localisation to the next level by not only displaying content in the three languages but also delivering the resulting SMS on the viewers’ mobile phones in the same language as shown in the creative they have responded to. Further consumer engagement will be ensured when the consumer is redirected to the brand’s Facebook page to participate in a contest to win more goodies.

Kendraj Joshi, Head – Commuter Motorcycles Marketing, said, “We wanted to come up with a unique campaign with a focus on interactive and localised creatives. This initial phase, with Vyoma’s intelligent displays at eye-level at the ticket counters, allows us to integrate and amplify the brands campaign across two key markets. It will also ensure our brand loyalists are aware of our new innovative bike features and help us maintain our unrivalled market presence. The second phase of the campaign will be across cities in Karnataka, Maharashtra and Telangana.”

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Edelweiss leverages OOH media for #BeUnlimited campaign

Objective was to bring out the #BeUnlimited spirit of the athletes that resonates with Edelweiss

exchange4media Staff 24-September-2018

Edelweiss is going all out in OOH media using innovations to drive its recent campaign themed #BeUnlimited"

Commenting on the campaign, Shabnam Panjwani, Head Marketing & Communication, Edelweiss Group, said, “The objective was to bring out the #BeUnlimited spirit of the athletes that resonates with Edelweiss. Every time these athletes play in the world arena, they play as one team, for one country, with one vision. Through this outdoor campaign based on the theme - koi bhi limit, limit nahi hoti Edelweiss salutes the untiring spirit of Team India. We firmly believe that OOH, if done innovatively, commands attention, while building on overall campaign memorability specially for multimedia campaigns. OOH innovations are a marketer’s weapon and have been used by brands across product categories. Clutter-breaking innovations help drive buzz, create awareness, build brand recall and make a concept come alive, especially in sporting events like the “Asian Games” – full of action, glory and pride. The right innovation can give a fillip to one’s campaign And Team “Headsail Media Services Pvt Ltd.” has proved it by conceptualising and executing the innovations for Edelweiss."

Vijay Jain – Founder & CEO of Headsail Media Services Pvt. Ltd., says, "Marketing is not always about doing ad extensive campaign, sometimes you must break the shackles, come up with some breakthrough innovative strategy and execution. The future of OOH will be defined by innovations, So we came up with path-breaking innovative campaign. The idea was to give life to the creative that would relate to professional sports of the athletes, innovatively on the billboard. It is delighted to have the opportunity to work with such renowned brand like Edelweiss."

Team Credits:

Client Servicing Director – Kavita Sabherwal
Creative Director – Rajesh Khanna
Media Planning – Smita Patade
Buying & Execution – Chirag Jain

https://we.tl/t-jHFgeZSiEc
Tags Edelweiss

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