Outdoor ASIA - July 2018

88 August 2018

THOUGHT LEADERSHIP

OOH: The Go-To Media

Jayesh Yagnik, COO, MOMS Outdoor Media Solutions makes a strong case for

adoption of interactive technologies to enhance the OOH advertising outcomes

O

OH advertising is versatile with its recent data and

digital integration and today’s new age advertising

brands are looking at it beyond just a last mile broadcast

medium. It is a medium to reach out to the consumers at

the right time, location and with the correct message to

deliver brand KPIs. The medium has evolved beyond just

targeting a set of people to measurable audiences and

locations.

Historically, OOH is known to provide faster national and

regional reach, but with the developing infrastructure and

new avenues of destinations, airports, evolving culture &

socialising opportunities with new age transit, the medium

is now capable of niche and precise consumer targeting.

We see multiple brands in the ecommerce and online

viewership category considering OOH as a key medium to

communicate and reach the audiences.

Multiple messaging is possible in OOH, and brands are

today looking at contextualising the OOH message to

place and TG. Zomato is an example of multiple creative

executions where the creative created a high buzz for

the brand. The consumer today is On-the-Go and OOH is

a complete consumer experience with static billboards,

digital media, consumer interactions/experiential

activities, etc.

Case studies have shown that a perfect mix of innovations

and engagements with static outdoor helps garner

maximum visibility. Effective use of creative enhancements

at strategic locations to gain maximum visibility is used by

brands like Edelweiss. Brands like Raymond have used a

mix of sustenance/burst with locational targeting and last

mile technological innovations to attract the consumers.

Going forward, we see OOH growing at 10% in 2018.

Outdoor is expected to substantially gain from the Central

and State Government’s publicity and election campaigns,

because of the ensuing eight State Assembly Elections

in 2018 and Lok Sabha Elections in 2019. There were

and are challenges in terms of measurability but today

agencies like ours have tools which are used for planning

from location selection, and site selection, to visibility

matrix, etc.

Building a brand is important and continuity is key.

Categories like mobile handsets, retail, telecom, and

banking to name a few are looking at building landmarks

with sustained presence at locations with high impressions

and footfalls to suit the brand. As digital inventory builds

up further across locations, programmatic will gain

momentum. The biggest opportunity for OOH is its ability to

enable engaging brand experiences. We have had multiple

campaigns in the past and can look forward to many in

the coming future which will integrate OOH with technology

and mobile. Geo-fenced targeting is now an established

phenomenon. Brands can look at higher integration

between mobile and OOH. It is possible now to geofence

a billboard, serve ads on mobile, track consumer journey

digitally with store mapping to ensure effectiveness.

Creative plays a crucial role to communicate the brand

message, hence brands should consider having a clutter-

free, OOH friendly creative to achieve maximum visibility to

express the core communication. l