Top Story

Home >> Out-of-home >> Article

Out of home is not a medium – it's different: Steve Ridley

28-February-2011
Font Size   16
Out of home is not a medium – it's different: Steve Ridley

“Out of home is not a medium – it’s different. And we have to nurture and work on it in a very different way. This is something that is not being done around the world,” this was the observation of Steve Ridley, Global CEO, Kinetic Media. Speaking about the Indian market and its potential, he said, “India runs the world; it’s just that the world doesn’t know it yet!”

Drawing an analogy with the Oscar winning movie ‘It’s a wonderful Life’, Ridley noted that in many ways OOH essentially followed the tenets of that very movie – it is all about life, people and choices that people make. According to him, to be successful, one had to come out of the herd mentality and do something different. “The essence of successfully leveraging on OOH media is to break out of the pre-conceived idea of OOH,” he stressed.

The problem with OOH, he said, was that it had not changed much from circa 1950’s paradigm. There had to be substantial and serious research in the times to come to help OOH grow further. The need of the hour was to move with time, as this was the age of digital, online and iPads.

“OOH has to be consumer centric and not media centric, with unique communications, pathways and unique value propositions,” he pointed out.

Speaking about mobile, he said, “Mobile is going to be one of the biggest things in the advertising world in times to come, and the OOH experience can be extended to mobile to create more engagement.”

According to Ridley, “OOH consists of all forms of paid for media and any communication vehicle that can fall outside of home environment. OOH opportunity exists in every destination that is not home environment. Lastly, OOH encompasses all technology that can independently function outside of home environment.”

Meanwhile, Sunder Hemrajani, MD, Times OOH, said, “The recent meltdown was good and important for the industry… It was like baptism in fire. The meltdown helped give an unrelenting focus on customer value, customer engagement and for some clients, customer experience.”

He further said that the learning curve in the OOH segment was steep and was a high growth segment. The question, however, remains as to which and what model should India follow? With constantly changing demographics and landscape, the job is all the more complex.

Steve Ridley made these observations while delivering the keynote address on ‘Global Outlook for OOH Media 2011’ at the OOH 2011 Conference on Outdoor Advertising and Digital Signage, held on February 25, in New Delhi. Sunder Hemrajani, MD, Times OOH, chaired the session. exchange4media partnered with network2media for the OOH 2011 Conference.
 

Tags Steve Ridley Sunder Hemrajani Outdoor Media Times OOH

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity