NEONS OOH Conference: Panel Discussion: OOH is relevant, the way digital is

At the ninth edition of NEONS OOH Conference and Awards 2019 experts took centre stage to discuss issues prevailing in the OOH sector

e4m by exchange4media Staff
Updated: Mar 9, 2019 10:59 AM

At the ninth edition of exchange4media NEONS OOH Conference and Awards 2019, held at Gurugram, a panel of industry experts discussed “why brand custodians turn towards OOH in the era of internet”. The session was chaired by Jayesh Yagnik, COO, MOMS Outdoor Media. 

The distinguished panellists included Archana Aggarwal, VP- Media, Airtel; Jaikishin Chhaproo, Media Head, ITC Ltd; Pavan Singh, National Head Marketing, Amul; Pramod Patil, Associate VP, Kotak Mahindra Bank; Sujeet Mishra, VP & Head Marketing, Zee Media and Sai Nagesh, Chief Strategy Officer, Laqshya Media Group.

Yagnik initiated the discussion and asked whether OOH is here to stay regardless of the invention of the internet in our lives? To which Aggarwal retorted, “Every medium has a role to play in an advertisers’ world. I don’t see OOH dying, it needs to keep evolving itself, try to meet the new needs of millennials because the biggest challenges OOH is facing that people are busy on their phone, how do you get consumers to start looking up into the outside, seeing the hoardings.”

Nagesh believes, “The possibilities are enormous, it’s all about placement and context. It’s time for ooh also in the country to change how it looks and feel. It will continue to play a crucial role, because millennials are outside from home.”

Singh said, “Whether big or small towns, both digital and OOH will continue to make sense and therefore they will be relevant. Digital is the next big way, because the internet has changed it but outside bigger cities, data speed is a major problem. So in a smaller town you put a strategic located static billboard that delivers far better results than digital marketing does. All of them are here to stay.” 

“OOH media gives maximum touchpoints to connect and most technological ways to engage and attract a target audience,” he added. 
Patil opined, “When we use outdoor we look for two points one is reach and another is impact, it drives conversion, but that’s not the metric we look for. We admit, we look ooh as last broadcast medium, which is too impactful in reach, but should we look toward as conversion medium too?”

Ooh campaigns brings notice in hours, where TV takes time. 80% of visibility comes from ooh, faster than TV. TV takes time, give you higher reach but outdoor builds reach faster,” he further said. 

Aggarwal also emphasised the challenges OOH medium is facing, “The biggest problem in ooh is measurability which most of the mediums have, but Outdoor doesn’t. When we do media analytics, to understand the role of each medium, we look measurability not from a way how will it drive business, but more from a brand perspective. Is it driving top of mind.” 

Chhaproo feels, “It depends upon a categoty and marketing we are operating. The requirement of medium gets defined by the creative. The placing an ad on digital, as well as on ooh, the time spent is actually similar.”

He also said, “OOH is the only medium, where in the audience is zero investment. For OOH, you just need to step out of house, the kind of innovation the medium is experimenting is unbelievable, but nobody is showcasing it.”

Mishra said, “As a marketer we look two things from ooh, for us, it’s a campaign which has to be successful. What we look forward is the entire integrated approach towards marketing and how this whole integration is going to be benefit me as a marketer. If outdoor is presenting something, how it can leverage digital as a medium to drive engagement.”

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