“Future lies in smart outdoor that recognises & reacts to consumer types”
With Indians increasingly spending time out of home for work, leisure & shopping, OOH is a very imp tool for marketers, says Hanneli Slabber of South African Tourism
How about portraying the country’s unforgettable travel experiences such as magnificent wildlife, beautiful beaches, adrenaline boosting adventure activities, shopping, nightlife, food & wine through the outdoor medium? This trend is increasingly seen and marketers have started understanding the emerging importance of the outdoor medium that ensures effective delivery of the message.
The medium has started gaining prominence in the media mix and advertisers cannot ignore outdoor because it builds awareness and adds momentum to the growth of a brand. With the increasing amount of time spent by Indian consumers out of home for work, leisure, and shopping, this medium will be an important tool for marketers. It is widely believed that the size of the advertising industry is a perfect indicator of the standard of living of people in a particular country and its economic development.
The big question that emerges here is, what should be the rightful place for OOH in tourism – an area that relies on content-rich information?
Hanneli Slabber, Country Manager, South African Tourism said, “Travel sells through stories. The stories we tell needs context. Attention grabbing editorial ensures effective delivery of the commercial message. In OOH, the medium has always been the message. This particular medium carries a message without context.”
According to her, as a tourism brand, the communication strategy should build brand awareness, response and sale and create a community around the brand. It is important to understand the life cycle and various touch-points and strike a balance between keeping global and local.
She highlighted some of the global trends used to shape the media principles of the tourism brand. Search for value and cautious approach to credit were some of the important trends. “People power is extremely important. People do their own research, make their opinions known and take a more active role in product development and promotion – specifically in the food services and tourism industry,” she added. Societies are becoming more multicultural and parents and children share same cultures and behaviours and the internet is breaking down age barriers.
“Experience-based consumption leads to development of niche tourism and it is a huge boost for responsible and sustainable tourism,” she said. She believes that consumers are vocal to support brands that do well and they are prepared to pay more for products that are ethically produced, sustainable or promise charity. Smart devices such as mobile phones and tablets are becoming very crucial. She also pointed out the rise of multi-generational holidays in today’s world.
According to Slabber, the biggest challenge is that tourism sells by stories and there is a need for more than seven words. “The challenge has been to balance the formats and content of a billboard to understand what affects the speed of recognition of South Africa and to enhance its appeal,” she added.
Limited availability also remains a major challenge because prime locations are controlled by large and long-term advertisers. The lack of effective measuring tools is another major challenge, pointed out Slabber. The low recall due to brief exposure and adverse weather conditions along with growing environmental concerns have reduced or limited the placement of outdoor advertising. The messages on the medium are inflexible and stay up for a duration.
She feels that it can be a preferred medium because the cost per thousand is lower than any other medium and it can appear year around without interrupting people in their daily lives.
The industry is the only mass advertising medium that functions without an editorial context. “You have to be loud, bold and in their faces to create a high visual impact,” she said.
The OOH Industry is still unorganised and quite fragmented, but there is a need to capitalise on literacy of the IT generation. Going digital is the way forward to succeed in the industry. She believes that it is the only medium where digital enhances rather than undermining.
“We need a complete revolution on outdoor creative. Creative is still mostly being adapted instead of being originated specifically for outdoor. We are about more digital billboards because of great creative opportunities it poses, if we all go from paper to pixel and nothing else changes, we are wasting the medium,” she stated.
With increasing proliferation of smartphones, OOH is becoming personal. According to her, digital opens up the door to social networks and the context in which people experience outdoor becomes important. She believes that social media will be done as a result of OOH. “Smart outdoor that recognises and reacts to consumer types is the call for the future,” said Slabber.
In conversation with Shripad Kulkarni, CEO, Allied Media, on measurement tools, Slabber said that we have to come out with a standardised methodology of collecting data. Kulkarni pointed out that outdoor medium is the most cost effective. However, outdoor doesn’t play on the strings it has and is not able to give the quality of reach that it should be giving. “Outdoor needs to come out more intelligently to ensure that people understand the message,” she remarked.
Hanneli Slabber shared her views at the 3rd edition of exchage4media’s OOH Conference and Awards held on March 22, 2013 in Gurgaon.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp