Outdoor ASIA - July 2018

78 August 2018

BRAND SPEAK

the brand strives to launch clutter-breaking campaigns

that stand out in the OOH space.

In the absence of a common currency for audience

measurement, Hyundai has developed its own way to

get the metrics in place. The brand creates campaigns

with call-to-action. As Puneet explains, “Evaluation is a

critical aspect of any form of advertising and marketing.

At Hyundai we believe in result-oriented campaigns

that strike a chord with the audiences, resulting in

the desired impact. Our teams on ground have strong

expertise in execution and measurement. We try to

create OOH campaigns that have a call-to-action. This

helps in tracking the leads that have been generated

through OOH. In some cases, measurement is also done

through evaluating the number of daily and weekly foot/

vehicular traffic on listed boards”.

On a larger plane, Puneet observes that “innovations

and use of technology are positively impacting OOH.

While innovations on DOOH are seen more often in

the overseas markets, in India traditional media such

as billboards and unipoles continue to dominate. In

addition, we see a larger opportunity of integrating

mobile with OOH. Hyundai has incorporated creativity

and innovation in the traditional format in addition to

being one of the early adopters of new digital formats.

But the absence of strong and credible analytical tools

and data analysis for evaluation of RoI and retrieving

actual insights is a major challenge that needs to be

addressed,” he asserts. l

Bhawana Anand