OAC 2007: OOH in India -- Passive to active to interactive!
OAC 2007 firmly established that the Indian and foreign players are bullish about the growth of the OOH space in the country. MRUC’s tracking tool has provided a much-needed shot in the arm for this industry that had no tracking mechanisms till now in India. The speakers also talked about the development of this passive medium to an active medium.
Outdoor Advertising Convention (OAC) 2007 saw representatives from the length and breadth of the country, and even from foreign lands sharing their views on this growing industry. The players from the industry were excited about the bullishness of the medium and were equally quick in pointing out the barriers for its growth.
‘The Power Talk’, chaired by Roda Mehta, Chairperson-Technical Committee, Media Research Users Council (MRUC), had the industry stalwarts including Sam Balsara, CMD, Madison Communications; Sandip Tarkas, Media Head, Reliance ADAG; and Noomi Mehta, Chairman, Selvel Advertising, voicing out their opinions on the Indian OOH space.
Roda Mehta started off the session by addressing the most debated point over the two-day conference: measurement. Announcing the launch of the Indian Outdoor Survey (IOS) from MRUC and Hansa Research, Mehta talked about the benefits that could be derived from this syndicated study on outdoor media measurement in India. Observing that IOS will be beneficial for all the three industry constituents, she observed, “This is the first time that the three industry constituents -- advertiser, advertising agency and media owners -- have come together for creating a research tool.”
Sharing his thoughts on the current outdoor industry, Balsara stressed that through a small personal experiment conducted by him on himself, he found that almost 50 per cent of the outdoor ads made no impact on him due to its lack of appropriate content. Emphasising on the importance of creating content specifically for the medium and growing this medium by five times over the years, Balsara continued, “The real losers from these advertisements are not the advertisers, as they only have temporary negligible losses; but it is the outdoor advertising industry which is at loss as the advertiser will not increase his percentage of advertising in the medium.”
Talking from an advertiser’s perspective, Tarkas, on the other hand, talked about how the outdoor medium will remain to be the last push mass media in future. “For the growth to continue, content has to be addressed, while measurement and legislation issues have to be sorted out,” he added.
Adding to what the other speakers had to say, Noomi Mehta noted on the importance of creating quality and appropriate content for the medium. He said, “For the medium to survive, it is necessary that there should not only be outdoor-specific content, but also digital outdoor-specific content.”
Pratap Bose, CEO, O&M India, started the day by urging the OOH industry players to ‘think differently’, and cited the example of Apple’s evolution from the basic blue-box to the segment leading ‘ipod’. Showing some of the ambient media works from Bangalore and elsewhere, he elaborated on the growing medium in the country. Concluding his session, Bose observed, “Digital is the future, outdoor market in rural India is huge, and, measurability is paramount.”
En. Mohammad Azlan Abdullah, Director of Operations, Big Tree Outdoor, Malaysia, talked about the Malaysian experience of OOH advertising. He divulged that similar to most countries, Malaysian OOH advertising space is also only five per cent. “But, it is growing at an average of 13 per cent YoY,” he added.
Alex Thompson, Chief Executive-Asia Pacific, Kinetic, observed that almost all the creatives and technology used in OOH is similar globally. Noting that the growth of the medium is bullish in the Asia-Pacific region, Thompson stated, “The projected OOH advertising revenues for 2008 in the US is $8.12 million, while in the UK it is $8.03 million. On the other hand, in APAC, it is $10.14 million.”
Lakshmi Goyal, Senior VP and Head, Brand-Research and Marketing Communication, HSBC India, supported her presentations with the aid of coloured glasses that were distributed among the audience for displaying one of their OOH ads. “Returns on investments and the ability to maintain uniformity over scale are some of the challenges facing the OOH space in the country,” added Goyal.
Patrick Turner, Business Development Manager, Large Format Printing, Industrial Solutions, HP Scitex - HP Imaging & Printing Group, Asia Pacific and Japan, talked about the company’s large scale printing equipment’s features and utilities in his presentation. On the other hand, Dr Matthias Rumpelhardt, CEO, Stroer Media International, gave a German perspective on the medium. He talked about how the players in the country in collaboration with the City Council is developing street furniture and making the city look beautiful along with the ads placed in them.
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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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