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Mandeep Malhotra, President, DDB MudraMax - OOH, Retail & Experiential lists the ups & downs of the OOH sector in 2013 and hopes that it will move up the value chain & will no longer be seen as a mere residual category
The recent State Assembly Elections are a telling precursor to the upcoming Lok Sabha polls. Instead of carpet bombing with poll messages, political parties have become more strategic
The work for Mumbai Metro includes train interiors, corridors, as well as train wraps
Ram has been given a diverse role, which primarily focuses on mktg brands & the agency in different geographical areas. He will also look after market research & increase sale of outdoor inventories
The Indian National Congress, comprising the ruling Delhi Govt, Central Govt & Congress Party, has swamped the OOH media landscape in Delhi with spends reaching almost Rs 80 lakh in Aug 2013
DDB MudraMax won the business following a multi-agency pitch held in August 2013. The agency will be responsible for the 2013-14 campaign, which goes live in Jan 2014
According to the Chairman of Sambhaav Media Group, the medium of transit is as impactful as mainline GECs and will deliver similar value to advertisers
Real estate, jewellery brands, two-wheeler brands & TV channels emerged as amongst the heavy spenders on OOH in first half of 2013; however, automobiles & mobile services took a hit
Based in Mumbai, Goyal will be in-charge of the national operations. He has been brought in to expand business footprint
In today’s increasingly complex world OOH needs a much more advanced positioning that keeps it relevant to consumers and advertisers alike, says Haresh Nayak, MD, Posterscope Group
I feel innovation and more consumer engaging outdoor activities are two things which a brand needs to look at going forward. There are opportunities of international level of branding that make OOH integrate well in the city landscape, strategically placed to highlight and make the brand’s message stand out interestingly.
The month-long campaign, conceptualised by Feswa, was aimed at encouraging enquiries. It was preceded by a teaser campaign
With Laqshya Connect, the Group has now expanded services to activation requirements. Going forward, there are plans to add creative vertical as well
There are opportunities of int'l level of branding that make OOH integrate well in the city landscape, strategically placed to highlight a brand's message, says Loop Mobile's Shalini Gupta
Outdoor plays a critical role in telecom communication as products/ tariffs tend to be different in different markets. Outdoors is an effective way of communicating specific products/ plans available in the local market. Tata Docomo builds its business by weaning away customers from their current operators, leveraging the recharge moment of truth to deliver effective churn arguments.
Measurability of impact, a unified currency for value & control of execution are challenges that the outdoor industry needs to find solutions to, says the Head of Brand Marketing at Tata Docomo
In today’s cash-strapped world, marketers are under pressure to deliver big campaigns with smaller budgets hence, I strongly feel that the old creative principle of OOH industry – ‘Less Means More’ – can work in cash striven ad-world, wherein even with less budgets we can have more meaningful, creatively driven conversations on key strategic sites, which further would drive home the buzz for the client via earned-media coverage across other media verticals.
We are still fairly unregulated as an ‘industry’ and that is one major factor that also hampers growth/ investments in the business. Quality media formats complementing the outdoor environment is one of the key features of the global OOH industry, while here in India, we have a fair way to go. In India, we are yet to come up with an industry affiliated ROI model, thus dampening the growth in business.
The OOH campaign was executed via hoardings, unipoles and mall facades at Delhi, Mumbai, Bangalore, Kolkata, Chennai and Hyderabad
Cost effectiveness and large scope for innovation - exchange4media pens down a few reasons why brands should include outdoor in their media plans this festive season
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