Why home-grown OTT players are moving outdoors

OTT platforms such as AltBalaji, Zee5, Shemaroo are not just investing in OOH but also concentrating on creativity with newer formats like DOOH to reach target audience

e4m by Anjali Thakur
Updated: Sep 13, 2019 10:16 AM



Out-of-Home advertising is getting its slice of innovation with OTT players taking to it. Recently, Netflix loosened its purse strings generously to promote the hit series ‘Sacred Games’ through OOH across metropolitan cities, now home-grown players are also following suit.

The likes of AltBalaji, Zee5, Shemaroo are keeping a sizeable part of their marketing budget for OOH. These platforms are not just investing in OOH but also concentrating on creativity with newer formats like DOOH etc.

When asked why ALTBalaji has taken the OOH route to promote their latest series ‘Mission Over Mars’,  Divya Dixit, Senior VP and Head Marketing, ALTBalaji, said, "ALTBalaji stands for innovation and disruption whether in content or marketing. Marketing the show that has science as its core element, in a never-seen-before manner, lies perfectly in sync with adopting new-age technology that appeals to our viewer/target audience. The innovative hoardings don’t just grab the eye, but are also retained in the minds of the audience owing to their novel concept. With each show the challenge is to break the mould and do something new appealing to the target audience."

Zee5 and Laqshya Media recently deployed real time DOOH campaign for their series. They installed real-time, dynamic billboards across Mumbai’s Western Express Highway (WEH). This informed the commuters of the estimated time of arrival (ETA) to their destination coupled with what to do while traveling by recommending favourite shows like ‘Kaafir’, ‘Rangbaaz’ to watch on the ZEE5 app.

Speaking on the campaign, Jalaj Pathak, Vice President, Laqshya Solutions, the outdoor agency arm of the Laqshya Media Group, said, “We all have witnessed the increasing use of Digital OOH globally, we wanted to take the lead in digital display with real time customised content. This is a first ever dynamic billboard synchronising travel time (Google Travel Time) and accordingly showing number of episodes of different shows to watch. Data is real time controlled over mobile.”

Shemaroo Entertainment had also done guerrilla marketing in collaboration with Society Tea. The brand will be creating conversations on their social media handles and will drive relevant discussions around it. “Guerrilla marketing has been known to boost up the visibility for brands for ages now, and many brands have made this their main form of communication. New-age marketing and brand association work better than direct advertisements. They not only help us in approaching our target audiences but it also works well in effectively engaging and communicating thoughts.” said Rahul Mishra, Head of Marketing & Communications, Shemaroo.

Looks like home-grown OTT players are leaving no stone unturned to give tough competition to the likes of Netflix and Amazon Prime in the OOH space.

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