NEONS OOH Conference: How OOH has helped IKEA gain the right momentum: Anisha Agarwal

At the tenth edition of NEONS OOH Conference & Awards, Agarwal, Country Media Lead, IKEA India, will share how outdoor advertising has helped the brand reach out to its target audience

e4m by exchange4media Staff
Updated: Feb 26, 2020 1:09 PM


Anisha Agarwal

Swedish furniture retailer, IKEA, has been doing notable work in terms of business as well as advertising. Last year, the brand opened its first store in Hyderabad which created a lot of buzz amongst consumers. With a vast range of home furnishing products, the brand announced its launch with over 150 OOH media across Hyderabad city. 

Taking up niche media options like metro trains and digital cab branding that displays location-specific, customized messages, the brand grabbed the attention of many by being present in every nook and corner of the city.

Anisha Agarwal, Country Media Lead, Ikea India, explained that outdoor advertising has helped the brand in reaching out to the target audience. “From regular billboards to out of the box innovations, we tried to create curiosity and engagement at every step. It indeed helped us build the right momentum and got us many steps closer to being a loved and meaningful brand for our customers.”

Agarwal will be part of a panel discussion at the NEONS OOH Conference & Awards on the topic 'Drive-to-Store: How OOH is Changing the Game'. The crux of the discussion will revolve around how OOH has been a mass reach medium and its drive-to-store capabilities were less obvious. But with the changing scenarios, the perception is changing too. With the urban spaces becoming increasingly digitalized and people’s behaviour evolves, OOH has grown into firm influencer of consumer decision-making.

“Outdoor advertising as a platform is something like a TV just the way every household has a TV. Out of home is becoming that internal part of every media mix because it's not something which is going to die, or it's only going to evolve and it's only going to become faster and smarter,” she emphasized.  

“And with IKEA as a new brand in make and a new entrant in India, Out of home has helped us in spreading the word because that's what it does. It's a reach medium. It does do the storytelling part but it also helps in creating that voice,” Agarwal shared.

At the conference, Agarwal will also shed light about a few drawbacks of the OOH industry one being the medium being unstructured. Agarwal will also talk about costing and how city-to-city dynamics work.

The tenth edition of the NEONS OOH Awards and Conferences is set to provide a platform for all OOH stakeholders to deliberate upon the new growth avenues and collaborate to make the industry bigger and reach the growth goals.

The conference to be held on March 12-13, 2020, at Taj Santacruz, Mumbai will be followed by an award ceremony where OOH industry leaders will be felicitated.

Watch this space for more updates on NEONS Awards 2020:

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