We can create an ecosystem with traditional OOH at the centre: Mauricio Sabogal
2015 was widely considered as a recovery year for the OOH sector and the industry will now look to build on its gains in the year to make 2016 even more successful and Kinetic is also looking to further cement its position in India, a market that it considers firmly in its top 5 regions
Mauricio Sabogal , Global CEO of Kinetic Worldwide was in the country for a brief visit and we took the opportunity to meet him and Suresh Balakrishnan, the newly appointed CEO (India, Middle East and South Asia) at Kinetic Worldwide, who took over responsibilities in January 2016.
2015 was widely considered as a recovery year for the OOH sector and the industry will now look to build on its gains in the year to make 2016 even more successful and Kinetic is also looking to further cement its position in India, a market that it considers firmly in its top 5 regions.
Excerpts from the interview :
Mr. Balakrishnan, can you tell us what are the challenges and the opportunities in front of you as you take over the reins at Kinetic India?
Suresh Balakrishnan: One opportunity I see is that I have joined India's largest OOH company. One challenge you always face is how to make something that is successful even better and more successful. I think it is more challenging to do this than to take over a brand that is not doing well and making it successful.
Kinetic has 26 per cent market share in the country in the OOH space. My challenge is now how to take this to the next level. I think to do this India will have to dovetail into many of the things that the global markets are doing. Some of these things we can do in India tomorrow, while some might require 6-8 months for us to get ready but it is a process of evolution.
For example, this whole process of making every static poster interactive is something that we are ready for as a country because of the penetration of smart phones. But there are other things, like programmatic buying, which we are testing in the US right now, which might take some more time to come to India. The point is that there is already a lot of work being done in the global arena on these fronts and so it is a question of when do we want to roll these out in India. All these concepts will be unique and Kinetic will be the first one to bring them to India.
As a leader in this field, it is our duty to do this. We have to drive this category and the industry in the direction we want it to move. For example, we want to make it a more tech savvy industry and only a leader can do this. We want to see more CSR; so these are the things we will be pushing because we want the industry to move in this direction.
We had an opportunity to speak with David Payne (CEO of Developing Markets) and King Lai (CEO, APAC) in November 2014 and they both maintained that India is among the top 5 markets for Kinetic. How much has the situation changed since then?
Mauricio Sabogal: It hasn't changed at all. India still continues to be in the top 5 markets for us. In the past two years, the high potential of the market has probably necessitated investment of more talent and more resources in the country. This is probably the only difference in order to capitalize on the high potential. But India will continue to be in the top 5. Of course, if you see the top 5 and the top 3, there is a huge difference. So, it is going to be difficult for India to reach that level, in terms of size. UK is a big, big market for us as is China. But if you see in terms of number of people involved then India is probably the second largest market for us.
You mentioned that Kinetic has 26 per cent market share in India. Can you tell me what is the business objective for 2016?
Suresh Balakrishnan: The business objective is to grow the market. As I said, it is the leader's job to drive the industry and so we will work towards growing the market and in the process also increasing our share. Maybe grow by a couple of percentage points but at least grow the market. I am talking about quite aggressive topline growths for the company.
Kinetic's travel division has always been strong. What are the plans for this division in India?
Mauricio Sabogal: India is making big contributions in our system in terms of innovation. Our new corporate identity and logo was designed by the Kinetic India team through our in-house global competition.
One of the other things is the evolution of our travel division, which is very specialized today to target airports. We have a sister company that is creating content and commercializing this in airlines, which we are now integrating too, to create a strong traveler capability. One of the databases we are bringing to India is APEX, which we use globally to understand how the gates in every single airport around the world are used by different passengers.
We are targeting travelers in any medium. The scope is to target travelers, irrespective of the medium they are using. In some markets, we have started partnering with phone companies to understand how travelers move and behave.
Suresh Balakrishnan: We will be bidding very aggressively for all marketing contracts related to travel whenever they come up.
What is the responsibility that a global company like Kinetic has in terms of finding solutions with industry bodies and the OOH ecosystem for problems like lack of measurement, standardization?
Mauricio Sabogal: We have huge responsibility because being the largest outdoor agency in the world, we need to have the measures in place to plan and to buy in an efficient way.
We have big issue with methodologies everywhere because the problem is that the industry does not necessarily agree to adopt one methodology. We have too many methodologies and none of them are perfect. There is no perfect method but we have to adopt and agree with the media planners, media owners, advertisers and adopt one single currency.
Today, for instance, social media provides tremendous information about not just location but also how people are consuming OOH. So, one of the sources of information is social media. In fact, we are launching a social media score in the US and UK that will give us OOH scores using social media data. Like I also told you, we are partnering with telephone companies to get access to their data.
We also have our own data and we are partnering with technology companies like the Dutch company I mentioned earlier, and a company in North America to capture and use our own data from our billboards.
How long before we see these concepts coming to India?
Mauricio Sabogal: We have already started meetings to bring in a partner to install cellphones antennas behind billboards. We will partner with media vendors and carriers to offer this service. We have access to social media data from the main social platforms. The use of telephone data would depend on the local negotiations we have with the telephone operators, so this might take a little more time.
The other thing needed, and I think Suresh is the right person for it, is to integrate the industry and have a common conversation. For instance, the more databases you produce the less credibility you have. So you have to agree to use one database together. Technical methodologies and implementation should be common. The big issue is that there is no agreement between partners, vendors, agencies and advertisers to use one single methodology. We have enough data.
Suresh Balakrishnan: We need to have one single currency, like BARC has done with TV. The thing they did was get all three bodies—advertiser, agency and broadcaster together. We need to also work in that direction. Having said this, an established organization like BARC also took 2 years to set up. I suspect we will also take a couple of years but till then we cannot just be in a black hole.
As an established agency we need to have at least surrogate measures to gauge the performance of assets. Parallelly, we can continue to work on evolving the one, single currency.
What are the specific focus areas for India in 2016?
Mauricio Sabogal: The main message we want to send advertisers is that there is a totally amplifiable scope for OOH and they can take advantage of this. The second thing is to create a company for the next 5 years, in terms of the competition that we are going to see, which is going to be completely different from what we are seeing today. Our future competitor could be sitting in a dorm writing code right now. I don't think the current competitors will also remain future competitors.
Suresh Balakrishnan: In India, the focus will be to improve the product through technology. The second would be to expand the market. How we can sell OOH as a concept to the client? The third would be to work with the industry to make it a more measurable medium.
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OOH now can tell a story through video & that is drawing advertisers: Jayesh Yagnik
The Chief Executive Officer of MOMS Outdoor Media Solutions spoke to e4m about the OOH industry’s growth rate, emerging markets, the advertisers’ perspective and more
Technology-led innovations have played a significant role in reshaping the OOH landscape. From interactive displays to augmented reality experiences, advertisers are leveraging cutting-edge technology to create immersive brand experiences that capture attention and drive engagement.
e4m caught up with Jayesh Yagnik, Chief Executive Officer, MOMS Outdoor Media Solutions, about the OOH industry’s growth and future. “In India, the OOH industry is expected to continue growing post-COVID, fuelled by data analytics, AI-driven insights, and creativity. By leveraging technology and innovation, advertisers can create impactful campaigns that resonate with consumers in an increasingly digital and mobile world.”
According to the Pitch-Madison Advertising Report 2024 as well, OOH seems to be finding favour with more advertisers and believers are using it more intensively now. This is reflected in the 13 per cent growth rate OOH achieved in 2023, which is substantially higher than that achieved by TV and Print.
Moreover, expansion into smaller towns and emerging markets has been another trend observed in the post-COVID era, as per Yagnik. As infrastructure improves and connectivity increases, OOH advertisers are tapping into new geographic regions to reach previously untapped audiences.
Top key drivers for growth
“One notable development is the rise of Digital Out-of-Home (DOOH) advertising. With its flexibility and ability to deliver dynamic content, DOOH has gained momentum as advertisers seek more engaging and targeted ways to reach audiences,” Yagnik said.
He highlighted that digital billboards enable advertisers to communicate with customers in real-time and with more targeted engagement. When considering audience demographics and behaviour, customised material may be sent and creatives can be changed remotely with DOOH, providing more flexibility and efficiency than static signs.
Furthermore, how advertisers approach OOH ads is being revolutionised by the combination of data analytics and targeting capabilities, he said.
“Advertisers can enhance their understanding of the habits, routines, and mobility patterns of the target audience through the utilisation of data sources - mobile location data, social media insights and third-party consumer behaviour data,” shared Yagnik.
Programmatic OOH is another buzzword for the industry as of now. This is when advertisers use every tracking feature available, including cookies, browser history, and mobile location data, to identify trends in the behaviour of unidentified customers. Depending on the selected parameters, such as the number of individuals in the vicinity, whether or not nearby customers match the appropriate profiles, the weather, or the time of day, the data is utilised to automatically alter which digital adverts are displayed.
Yagnik added, “Similar to programmatic online advertising, programmatic DOOH enables marketers to buy real-time ad space using digital platforms and ad exchanges. They can target certain audiences and maximise campaign effectiveness by utilising data-driven insights.”
All these developments have also enabled OOH to be recognised as a medium that can lend status and prestige to a brand, the report stated. The ability of OOH to tell a story through video, which was earlier the exclusive domain of TV, is also an attractive proposition for advertisers now.
How to leverage these trends?
To leverage all these new and upcoming technologies, businesses also need to know how to leverage OOH effectively. Spending money on technology alone cannot help them reach the right audience, Yagnik noted.
He also harped on effectively leveraging outdoor advertising in the Indian market. Businesses must understand the demographics, preferences, and habits of their target audience. This knowledge will help them strategically place OOH advertisements in high-traffic areas where the audience will likely see them.
Creating compelling content is another important factor. “In a busy and visually stimulating environment like India, it's essential to create OOH advertisements that instantly catch attention. Use intriguing visuals, clear messaging, and impactful design to ensure the ads stand out amidst the clutter,” he said.
To maximise reach and engagement, businesses should integrate OOH advertising with digital platforms. This allows for a seamless experience across multiple channels and ensures the message reaches consumers wherever they are, added the executive.
And finally, Yagnik opines that since the Indian market is dynamic and ever-changing, businesses should stay flexible and be prepared to adjust their OOH advertising tactics in response to evolving market trends, consumer behaviour, and competitive landscape.
ShareAmazon miniTV launches OOH campaign with BEST buses
The campaign is for the mini-series Yeh Meri Family S3
Amazon miniTV has launched promotions for its latest family drama series – Yeh Meri Family Season 3 – in association with Brihanmumbai Electricity Supply & Transport, unveiling the ‘BEST’ marketing ploy for Yeh Meri Family Season 3.
Starring Hetal Gada, Anngad Raaj, Rajesh Kumar, and Juhi Parmar, Yeh Meri Family Season 3 explores the intricacies of family dynamics while bringing back the magic of 90s India. Produced by The Viral Fever and powered by Mamaearth, the latest season takes viewers on another nostalgic journey filled with emotions and heart-melting moments. Since the series’ release, the Awasthi family has captured the hearts of viewers. Now, the country’s favourite family made heads turn in Mumbai, as several BEST Buses were seen endorsing the series by integrating BEST’s logo with the latest edition of the franchise. This clever integration with ‘BEST’ made for an engaging brand campaign with smart wordplay conceptualised by Amazon miniTV and executed by Initiative and Trailer Park Studios.
Aruna Daryanani, Director and Business Head at Amazon miniTV said, “At Amazon miniTV, we constantly strive to deliver high-end entertainment. We aim to stand apart amongst other OTT players by combining effective yet clever ways to reach our fans. In an effort to reach closer to our audience, we partnered with Brihanmumbai Electricity Supply & Transport (BEST) to integrate their brand logo with the release of the latest edition of Yeh Meri Family. We look forward to engaging in similar dynamic collaborations that will resonate with fans.”
Laqshya Media Group uses real denim for The Roadster Life Co's billboards
The billboards feature brand ambassadors, stand-up comedian Zakir Khan and Bollywood actor Jacqueline Fernandez
Laqshya Media Group has executed an OOH campaign for The Roadster Life Co. called ‘Trends with Benefits’ featuring brand ambassadors, stand-up comedian Zakir Khan and Bollywood actor Jacqueline Fernandez.
A massive 60Ft x 30Ft billboard featured a custom mega cutout of Jacqueline Fernandez. The impact was amplified by extending the design down the supporting pole using 500 Sq Ft of real denim, meticulously crafted by master tailors and fabricators. This innovative approach blurred the lines between traditional advertising and a three-dimensional fashion installation. In a coordinated effort, Laqshya Media Group deployed over 110+ strategically placed hoardings across Rajasthan, Uttar Pradesh, and Bihar, further amplifying the campaign’s reach and impact. These impactful OOH placements effectively communicated the brand’s ‘Trends with Benefits’ positioning, highlighting its commitment to providing trendy yet comfortable and practical fashion for all.
“We are thrilled to have partnered with The Roadster Life Co. on this groundbreaking campaign. Our innovative OOH solutions effectively captured the brand's attention and drove significant sales growth,” said Mr Amarjeet Hudda, COO of Laqshya Media Limited.
Tata AIA’s quirky campaign uses weddings to remind people about need for life insurance
The campaign hoardings have been placed smartly next to a jewelry shop brand or wedding suit brand
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Weddings in India are more than an event. On the one hand, they are the beginning of a relationship filled with joy, laughter, and love. On the other hand, they are a pledge to protect and care for one another. In recognition of this significant milestone, Tata AIA Life Insurance Company Ltd. (Tata AIA) has launched a new campaign titled “Karlo Shaadi Ki Poori Taiyaari." Through tongue-in-check humour, the campaign relates the excitement pertaining to shopping for one’s wedding and the importance of comprehensive financial planning with life insurance.
The campaign released across select OOH hoardings placed smartly next to a jewelry shop brand or wedding suit brand. The hoardings have simple but cheeky messaging.
Explaining the thought behind the campaign, Girish Kalra, Chief Marketing Officer, Tata AIA Life Insurance, said, “Marriage is an auspicious event that marks the beginning of an exciting chapter in one’s life. It also means the need to prepare for a financially secure future, for our life-long partner. Our new campaign "Karlo Shaadi Ki Poori Taiyaari" aims to blend the excitement of wedding and the importance of long-term financial security in a playful way. Our endeavour is to partner our consumers and enable them to be Taiyaar (prepared) for all the moments (positive or negative) that life has to offer. With our term insurance solutions, guarantee income products, wealth creation plans or retirement offerings, we ensure our consumers live a fikar-free (worry free) life.
”Yash Chandiramani, Founder & Chief Strategist, Admatazz, said, “With this campaign, we decided to crash weddings in a good way! We connected a life insurance plan as a natural element of the wedding checklist. Our approach was simple yet effective: place life insurance right where the wedding shopping is happening, with ads that catch your eye without weighing down the mood. We are thrilled with the response and glad to play a part in Tata AIA’s communication strategy that addresses serious stuff but in a light-hearted manner”.
“Post its newly launched brand positioning ‘Har Waqt Ke Liye Taiyaar’ (prepared for all situations), Tata AIA has changed the way it communicates with consumers, using innovative humour and emotion to connect with consumers across life stages. The brand positioning now veers towards engaging with consumers to live life to the fullest, inspiring healthier, happier lives. Tata AIA now transitions into partnering with its consumers in every step and milestone of the life journey. The aim of the Company is to ensure that India and Bharat understand the need of life insurance and invest adequately to protect what matters to them the most, through simple, concise yet emotionally connective messaging as showcased in “Kar Lo Shaadi Ki Poori Taiyaari!, “ stated the press release.
Laqshya Media Group executes OOH campaign for The Roadster Life Co.
The campaign features comedian Zakir Khan and actor Jacqueline Fernandez
Laqshya Media Group has executed the OOH campaign for The Roadster Life Co., a fashion and lifestyle brand available on Myntra.
The campaign ‘Trends with Benefits’ featured brand ambassadors, stand-up comedian Zakir Khan and actor Jacqueline Fernandez.
A massive 60ft x 30ft billboard featured a custom mega cutout of Jacqueline Fernandez.
“We are thrilled to have partnered with The Roadster Life Co. on this groundbreaking campaign. Our innovative OOH solutions effectively captured the brand's attention and drove significant sales growth,” said Amarjeet Hudda, COO of Laqshya Media Limited.
Bold Care and Zepto have a playful billboard banter in Delhi
The billboards, strategically placed in high-traffic areas of the city, feature witty exchanges between the two brands
In a creative and playful marketing campaign, Bold Care and Zepto have engaged in a friendly banter with billboards in Delhi’s Galleria Mall & Mayapuri Flyover area, sparking conversations around men's sexual health.
The billboards, strategically placed in high-traffic areas of the city, feature witty exchanges between the two brands, captivating the attention of passersby and igniting discussions around important topic of men’s sexual health.
Rajat Jadhav, Co-Founder of Bold Care, shared his excitement about the banter, stating, "We wanted to convey a serious message in a light-hearted and relatable manner. By engaging in this playful banter with Zepto, we hope to raise awareness about men's sexual health while also showcasing the fun side of addressing these crucial issues."
Chandan Mendiratta, Chief Brand Officer, Zepto shared, "Partnering with Bold Care for this playful billboard exchange was a no-brainer for us. The concept for this collaboration practically wrote itself. In an industry like ours, where timing is everything, a 10-minute delivery is a must-have. At Zepto, we're all about delivering joy and convenience without delay."
The #TakeBoldCareOfHer campaign encourages individuals to prioritize their intimate well-being and take proactive steps towards maintaining a healthy and fulfilling sexual life.
Netflix lights up the sky with 1,000 drones for ‘Heeramandi’
Netflix hosted a drone show to reveal the launch date for Sanjay Leela Bhansali's series debut
The trending hashtag #HeeramandiKabReleaseHoga (when will Heeramandi release?) has an answer, at last. In a mesmerizing aerial spectacle above Mumbai’s Mahalaxmi Race Course, Netflix and director Sanjay Leela Bhansali announced that Heeramandi: The Diamond Bazaar premieres on May 1.
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The media and college students were joined by the heeras of Heeramandi — Manisha Koirala, Sonakshi Sinha, Richa Chadha, Sharmin Segal and Sanjeeda Shaikh — alongside Prerna Singh, CEO, Bhansali Productions and Tanya Bami, Series Head, Netflix India, at the grand reveal. Together, they marvelled as a fleet of 1,000 drones took flight, leaving onlookers spellbound. As the anticipation reached fever pitch, the drones unveiled the series’ launch date, igniting waves of excitement among the gathered crowd.
On the eve of the date announcement, creator-director Sanjay Leela Bhansali said, “I am grateful to the entire team for their relentless passion and dedication to bring the world of Heeramandi: The Diamond Bazaar to Netflix. With the release scheduled for May 1st, we can't wait for audiences worldwide to watch it and shower us with their love and appreciation.”
With a lot of excitement, Monika Shergill, Vice-president-Content, Netflix India said, "Heeramandi: The Diamond Bazaar is undoubtedly India’s biggest cinematic series, and the auteur, Sanjay Leela Bhansali, in his true signature style, has created a mesmerizing world with powerful characters that fight for their fate and that of their country. A one-of-a-kind series, it will offer a visual and visceral experience of a world only he can bring to life with such beauty and boldness. As we gear up for the worldwide premiere on May 1st, we can feel the excitement building up."
Amidst the city's lights, the drones formed the iconic Netflix ‘N’, followed by elements found in the series: a ghungroo (anklets), jharokha (ornate window), and an adaab (greeting). Gradually crafting the silhouette of a dancer, the drones move in unison to unveil the title logo, symbolising noor, nazaakat aur andaaz (light, refinement and style) before finally unveiling the premiere date.