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What makes an OOH campaign great? Is it the location? Or some unique & out-of-the-box idea? Or is the execution & how it connects with the audience? Marketing experts reveal
The Co-founder & CEO of LiveMedia believes that captive audience networks, that is, digital signages at locations like malls, coffee shops, theatres, etc., hold a unique potential
After a three-day OOH teaser, the 24-hour food channel is rolling out its OOH campaign from today, which is part of a full scale marketing campaign across TV, digital and OOH
The MD of Blue Ocean Media voices his concerns over the increase in licensing rates, the need for better legislation and out-of-the-box thinking in the OOH sector
Nabendu Bhattacharya, MD & founder of Milestone Brandcom and part of the Advisory Board for exchange4media's OOH Awards and Conference shares his views about how the outdoor advertising sector is shaping up
As the OOH industry enters a crucial 2014, many expect transit media to continue its explosive growth trajectory as it did in the last couple of years. However, could ambient media be the dark horse in the race?
The 14-member Jury panel will be chaired by Karan Bajwa, MD, Microsoft. The Awards, to be held on March 20, will recognise exceptional work in OOH advertising and digital signage
The fourth edition of exchange4media's OOH Conference & Awards will be held on March 20, and with the kind of entries pouring in, this year too is poised to be a win-win for the industry
The MD of Posterscope Group India believes that while there is no shortage of opportunities in outdoor advtg, what is needed is more support from the Govt & improvement measures to raise the standards
Mohan joins in from E18, a division of Network18 Media & Investments, where he spearheaded overall operations as the COO
The outdoor industry needs to be more organised with structured operations & feedback mechanism; campaign measurability & execution excellence can be the hallmark for OOH media, says Mahindra & Mahindra's Sanjeev Goyle
Transparency of prices is still a challenge in the industry. Measurement is another barrier. If both of them are tackled by service providers, more brands will feel encouraged to take up this medium of marketing. Innovations have also not kept up with brand aspirations. There are great ideas out there, but do-ability on scale often becomes a challenge.
There should be transparency and rationalisation in pricing. The buying process needs to be made simpler. Creative implementation is currently missing in the OOH space; maybe someone could start a marketplace for hoardings, that would be a great idea. The lack of ROI measurement is obviously a big challenge, which is why we are not consistent users of the medium.
Congress' aggressive marketing stance has seen it spend crores on print, TV & OOH campaigns, while the BJP is yet to announce the media agency that will spearhead its Lok Sabha elections 2014 campaign
exchange4media Group is all set to return with the fourth edition of its annual property. The event will be held in Gurgaon on March 20, 2014
Creative implementation is currently missing in the OOH space; maybe someone could start a marketplace for hoardings. Lack of ROI measurement is also a big challenge, says Amarjit Singh Batra, CEO, OLX India
With a less than stellar performance in the past two years, the OOH industry is hoping for a much better 2014 as elections loom and new infrastructure projects in metros create more inventory possibilities
The OOH industry saw steady growth in 2013 amid economic slowdown. OOH is looking forward to the LS polls, TV ad cap & possible integration with the mobile platform to fuel growth
Innovations have also not kept up with brand aspirations. There are great ideas, but do-ability on scale often becomes a challenge, says Bhaskar Choudhuri, Director - Marketing, Lenovo India
It is essential that the OOH industry gets more organised and less fragmented. Measurability needs to be looked into and the industry should incorporate standardisation of business practices, set independent measurement metrics, have transparency in dealings and implement the outdoor policy norms uniformly. It needs to adopt technological innovation as one of the big differentiator as compared to other mediums as that would sustain the outdoor medium for a long time.
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