Right tools put metric in the madness: Jayesh Yagnik, MOMS

Jayesh Yagnik, Chief Operating Officer, MOMS Outdoor Media Solutions shares insights on Programmatic DOOH, the work the agency has done in that space and his outlook for the OOH Industry for 2020

e4m by Noel Dsouza
Updated: Jan 16, 2020 10:25 AM
Jayesh Yagnik

In India, the transition from outdoor to OOH was not that rapid. It had a lot to do with infrastructure changes in the country, which explains the pace. Now, with new-age digital technology, OOH is set to become DOOH in a big way, but it’s bound to change again with the changing infrastructure. New age smart cities will surely be something to look forward to when it comes to planned advertising modal in OOH.

Programmatic DOOH is a unique way to create visibility for brands at the right time, right location and with the right content. Talking about DOOH, Jayesh Yagnik, Chief Operating Officer, MOMS Outdoor Media Solutions shared the work they have done for Marico’s brand Hair and Care. Set up in the Mumbai metro stations, the campaign was an exercise in synching the creatives with the technology.

The outdoor installation with Hair & Care brand ambassador Shraddha Kapoor’s picture sensed when trains would arrive at the station. At that very moment, Kapoor’s hair would start billowing as if windswept by the moving train. The campaign managed to grab eyeballs with its unique execution.

Yagnik said, “Before that, we had done programmatic DOOH for Asian Paints Royale Play wherein we synchronized with traffic signals. The creative on the billboard would change with the changing signal colour. There were three different creative in the background, which changed colours to red, green or yellow. This kind of approach results in better TOM (Top of the Mind) recalls within the target audience amongst an already cluttered OOH environment. Programmatic OOH is very useful when the right type of trigger point is used such as time of the day, weather conditions, locations, etc.”

Further speaking about DOOH Yagnik added, “We are still at a nascent stage as far as DOOH is concerned, compared to what we see abroad on large format and on large scale. Having said that, in certain Indian cities, where policies are in place, DOOH is getting used correctly. But at the same time, major metro cities like Mumbai are struggling with restrictive guidelines or policies for DOOH to be allowed in a large format.

“DOOH in a smaller format is growing. We have many screens booming across a more controlled environment such as metro stations, malls, multiplexes, railway stations, airports, gyms, health clinics and hospitals, corporate parks, and hosing societies and even inside the train. Although DOOH has a huge network at various touchpoints with these smaller screens, their reach becomes limited as compared to large scale traditional format,” Yagnik pointed out.

“When it comes to ROI in DOOH, it is not going to get the booster that we are looking for unless it comes on a large screen format like traditional billboards. I am sure people are working on it and policies are being discussed. There are some big cities that have already installed DOOH in a so-called large format and implemented them in a good way. Once this is in place uniformly then programmatic will be the future. This industry is progressing towards that slowly but steadily,” he asserted.

With the rapid growth of digital advertising as media, integration is also taking place effectively. “When you see something on a billboard, you will immediately see something similar on your mobile while surfing”, shared Yagnik.

Yagnik added, “We at MOMS have invested heavily in the right kind of scientific tool, which we use for building a robust measurement system. We have our own suite of tools which have successfully put method or metric into this madness. We use them regularly and rigorously in all our planning to make the plans tenable.

“Clients can get better ROI in OOH, which was lacking all this while. It gives them faith to put more money into this medium which is the oldest in advertising. MOMS is known for its innovations in OOH, which distinguishes it from the competition. Today, more than the “where” it is the “how to be present on OOH” that is bothering clients,” he pointed out.

“Increasing clutter amongst almost all categories makes brand shout out loud when it comes to OOH. There is no better way than innovating with the brands, which cut across the clutter and help pass on the message to the consumer effectively,” Yagnik asserted.

Lastly, sharing his outlook for 2020, he concluded: “We were really bullish last year with the number of events lined up such as Lok Sabha elections, state elections, World Cup and IPL, which has resulted in projecting a certain amount of growth. This year, the line-up of events is not looking that solid. However, like every year very soon we will come up with our prediction for all media in 2020 in Pitch Madison report 2020.”

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