International: The Best Out-of-Home Strategy? Surround Them
Q&A: MediaVest's Norm Chait on Targeting Busy Consumers
NEW YORK (AdAge.com) -- Norm Chait was recently promoted to senior VP-director of out-of-home investment and activation for Publicis's MediaVest USA, where he oversees out-of-home strategy for clients such as Activision, Coca-Cola, Continental, EarthLink, Ernst & Young, Heineken, Starwood Hotels and Resorts and UBS.
Prior to coming to MediaVest in 2005, Chait worked as group planning director at MindShare's Wow Factory, where he oversaw strategic planning and buying for nontraditional media.
Mr. Chait talks with MediaWorks about how MediaVest used Bluetooth technology in a recent out-of-home campaign in the New York subway system for Westin, and how figuring out just where your consumer target goes each day is essential in building an effective out of home strategy.
MediaWorks: How is MediaVest integrating digital capabilities into out of home?
Norm Chait: Out of home has been on the rise for many years. What's really fueled a lot of the excitement and a lot of the growth is the way that new technologies are starting to impact the landscape. [Digital] certainly creates the opportunity for us to have a richer dialogue and to create more of a captivating connection with the consumers. We are trying to move away from more passive exposure to a more engaging experience, and technology is allowing us to do that. So, whether it's downloading the Westin ring tone via your Bluetooth device, or allowing a package-goods client who normally use TV and more traditional formats to take their 15- or 30-second spot and run it in a market setting or a health club, that's definitely a win.
MediaWorks: Out of home is one of the fastest-growing mediums in terms of ad spending. Are more clients getting into out of home? How does that have an impact on your strategies?
Mr. Chait: Certainly when I started here under three years ago, we had maybe five or six of our clients doing out of home. Now virtually every one of our clients -- and we have about 30, give or take -- is doing out of home, which is exciting for us. All of these emerging opportunities, the fact that we can touch consumers in multiple areas throughout people's day, are really what's driving that growth. Technology is playing a big part of that, even though the digital out-of-home space is still a fairly small piece of the pie -- it probably represent 2% to 5% of out-of-home spending -- it's still a significant number because it was zero only a couple years ago.
MediaWorks: How is the consolidation of out-of-home suppliers affecting buying in the current landscape?
Mr. Chait: Well, the good news is that it's still a competitive landscape. It's rare that there is only one vendor to go to. That hasn't been a major hurdle. We are representing a variety of national advertisers, and the fact that we can leverage the spending that we have with the Clear Channels of the world and the CBS Outdoors of the world and do larger deals is still benefiting our clients. Not to say there isn't a value in dealing with moms and pops. If a client wants to be in certain geography or a certain street corner and it's not one of the big guys, we'll go with the little guy because we need to get to the right space for our clients. So it's a little competitive out of there. But from a pricing standpoint, it's helped us because we tend to do more volume with the bigger players by nature of how much inventory they own and the type of clients we have.
MediaWorks: What's an effective or smart out-of-home strategy that's impressed you?
Mr. Chait: What we've found to work successfully on multiple occasions is something like a surround strategy, which is really the opposite of doing out-of-home as a one-off. The big win is when we are able to impact a specific target throughout multiple points in their day. And that really starts with understanding who your target is -- having consumer insights that really get into the mind-set of the consumer. So if they are commuting, if they are a frequent business traveler, if they are a mom with kids dropping Bobby off at soccer practice and then going to the supermarket or the mall, then the dry cleaners -- understanding that person's day-to-day activity. The beauty of out of home is we can actually impact each and every one of those environments.
MediaWorks: Can you talk about one example of MediaVest's recent work that takes advantage of that insight?
Mr. Chait: The Westin campaign. That was really focused on the business traveler that has that kind of hectic lifestyle, and Westin is basically providing that oasis in a sea of chaos and really communicating the message that "This is how you should feel" as opposed to trying to get a spot on the train or running through the terminal. So we're bringing to them some very beautiful serene environments and trying to transform some of those chaotic places into a Westin-like experience. We basically took over the Grand Central subway station with beautiful visuals of beach scenes, rain forests and waterfalls. We wrapped the inside of the Grand Central shuttle and, anecdotally, we've heard from the MTA that people on the platform say, "Don't get on that train, wait till the Westin train comes in."
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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.
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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.
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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.
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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."
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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."
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