e4m NEONS OOH Conference & Awards: Panel establishes strategic & creative potential of OOH
The panel comprising Abhinav Iyer, Avi Kumar, Milind Shah, Ritij Khurana & Shabnam Panjwani delved into how OOH provides opportunities for advertisers to surround and engage consumers
Marketers are well aware of the role played by out-of-home advertising campaigns in the consumers’ path to purchase. With the advent of digital out-of-home (DOOH), more opportunities are created for advertisers to engage audiences with digital innovative campaigns. At the tenth edition of the NEONS OOH Awards and Conference, thought leaders underscored the importance of the same through some compelling case study presentations and a panel discussion.
The experts deliberated on innovations in Display OOH’s wide range of formats, sizes, locations, and technologies and how they provide unlimited opportunities to surround and immerse consumers.
The success stories illustrated the tremendous strategic and creative potential of OOH. They were presented by a panel comprising Abhinav Iyer, GM-Marketing, Muthoot Group; Avi Kumar, Head Marketing, Zee5; Milind Shah, Head - Brand & Experiential, MG Motors; Ritij Khurana, Media Buying Management, Oneplus; and Shabnam Panjwani, CMO, Edelweiss Group. The session chair was Jayesh Yagnik, CEO, MOMS Outdoor Media Solutions.
Iyer touched upon the work that Muthoot Group has been doing in out-of-home, national as well as regional space. He showcased how they have undertaking branding on metros, stadiums during events like Kumbh Mela.
He shared that the company particularly focuses more on a national level and large-format properties, something which can help them create a flagship property within the space. “That’s how we actually hand-picked on semi-naming rights. We are a brand which is largely associated with trust and have leveraged it at Kumbh last year where people could submit their belongings safely with us rather than keeping it at river banks. We are a brand which is associated largely with trust when people have to let go of gold. They only can rely upon a brand like us on whom they have implicit faith,” Iyer remarked.
Moreover, he shared how the brand acquired the semi-naming rights for the Greater Kailash Metro station in Delhi and built a hard-to-miss presence. He also spoke of how OOH has helped the brand grow: “Our profit last year was more than 2100 crores; In 9 months we have grown by 49% PAT and Traditional OOH is an important part of our media mix.”
Meanwhile, Kumar shared how for the first time ever, Zee5 created a Real-Time Dynamic Billboard that was of essence from a growth point-of-view.
“We saw that traffic congestion, especially in the monsoons, makes the amount of time that you spend on the roads very uncertain. Also, we saw that consumers in this time do not know what to do with this time but they are looking for ways to engage themselves. So we created a real-time billboard which showcases the consumer’s time to destination alongside content he can watch on Zee5 in that time-frame,” he revealed.
Overall, Kumar shared that the campaign led to 50% lift in consumer download, brand recall, reference point and more. “We saw a 50% increase in incremental downloads in the areas where we did this innovation. So there was a clear conversion from the innovation, and it also had resulted in a higher brand call amongst the consumers. It became viral and had a lot of celebrities talking about it,” he shared.
Moreover, Kumar asserted, "Zee5 is the no. 1 content brand which is in more than 12 languages. When it comes to marketing - we marry data, content and technology together.”
Citing some figures, Kumar contended, “According to Ipsos report, 48% of people go for online content consumption hence there is a clear shift to go digital. From ZEE5's point of view it is important to touch base consumers at various touchpoints.”
Shah revealed MG Motor's strategy in India which ranges from equity, advance awareness and establishing top-of-mind-recall. “Consumers today are not looking at just visibility but they are looking for something which will engage them and get into their mind space,” he remarked. He shared that before the launch a lot people didn’t know much about MG Motors and added that doing a mass OOH campaign helped the brand capture the hearts of people. “Thanks to our partner, we were able to identify key locations within the city, which are very helpful,” Shah said.
According to Shah, measuring ROI and unorganised OOH are the two challenges that the industry has been facing. “If the Out of Home media is not engaging, you can't expect great returns,” he said.
Financial conglomerate, Edelweiss has been known for its association with sports. Panjwani spoke about OOH advertising in sports. On the same, she said, “For us, it’s not just gaining sponsorships at a particular event, our association with sports is part of the company's DNA and the athletes displaying their achievements is itself an "unlimited feeling.”
The company has done a gamut of outdoors ads featuring champion athletes that resonated well with its consumer base.
“In terms of associating with sports, you have to understand that you're associated with something absolutely patriotic. So the association has to be truly ingrained in the ethos of an organisation,” she asserted.
In the meanwhile, Khurana shared how One Plus introduced the concept of fast charging with a simple activation. “We introduced a red cable club at airports near the boarding gates so that people can charge their phones at the same speed as their phone charger,” he revealed.
Khurana expounded on that the decision stems from the company’s philosophy of creating an inclusive brand. “We are a global tech company that's been driven by a community of users, so everything and anything that we as a brand do is a reflection of user or community wants from the brand. We actually ask people to come to us and tell us what they want and how we can facilitate that,” he stated.
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