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The outdoor advertising viewing audience is mostly mobile. People travel swiftly in vehicles or walk at a brisk pace while they perform the activities of daily life. Mobility limits the potential viewing time of an outdoor advertising message to only a few seconds. Because of limited time exposure, outdoor advertising design requires a disciplined and succinct creative approach.
Slow business, low occupancy & high rates have dampened the OOH biz during monsoons, but retail space, on-ground & ambient advtg are keeping the sector afloat
Extensive mktg plans for Brand Connect Racing will be unveiled shortly. The focus will be on social media, digital, television, PR and on-ground activations
Because of limited time exposure, outdoor advtg design requires a disciplined & creative approach and innovative ‘smart planning’, says the CMO, HCL Corp
Increase in creative content and better technology is required for better impact of outdoor advertising. Thus, the drawback of absence of sound and motion, that limit the target audience for the hoarding, can be done away with. Another difficulty in using outdoor advertising is lack of clearly stated norms for display of hoardings. These norms should be specified so that multiple hoardings are not placed at the same time in the same location. This may dilute the impact of the various hoardings placed in that area.
Increase in creative content & better technology can help overcome the absence of sound & motion in outdoor advtg, says the Vice Chairperson of Nahar Group
AdzEdge, which till recently was operating as a division within OAP, has embarked on a path of re-defining itself as an independent company
To promote its vegetarian Snickers, Mars India is banking on social media & activations across tier II cities. The common theme across all these activities is gaming
Sengupta joins Xenium Digital as Partner & is involved in creating an interactive digital studio where clients can experience technology with content
Every advertiser has their own understanding and need of media. OOH has often been used as a primary launch medium to break a campaign, or even before that, to create teasers. It’s not a choice, but a compulsion for every advertiser to include OOH in their plan; else they lose out on the large traveling population during their long timeshare of the day. But the share of spend on OOH in the plan outlay has to also grow.
BusQ shelters were turned into newsrooms wherein the 'aam janta' could express their opinions, which were then broadcasted on the news channel
In almost every developed market research plays an important role. However, in India, unfortunately we have still a little way to go before we have a common currency. The sheer diversity of our geographical spread and the dynamics of the industry make it extremely difficult to have one. I don’t think this is going to be feasible or a plausible action. However, a simple matrix for evaluation of a campaign could work to at least inform a client of its effectiveness.
The on-ground initiative, executed by Candid Marketing, encompasses 130 cities across Maharashtra, Gujarat, Delhi, UP, Tamil Nadu & West Bengal
The sheer diversity of India’s geographical spread & dynamics of the industry make it extremely difficult to have one, says Mediascope Publicitas’ Robin Carruthers
Fernando's core responsibility involves strategising, designing, execution and media planning of outdoor campaigns executed across the country
Simple creative & strategic long-term location choice has made Tata Housing’s latest outdoor campaign for its Aveza project stand out amid the clutter
The sheer diversity of our geographical spread & the dynamics of the industry make it difficult to have a common currency, says Mediascope Publicitas’ Robin Carruthers
Bahl will be responsible for driving the marketing initiatives, strategy planning & establishing short- and long-term objectives for the company, among other things
With a new committee in place, the Mumbai Hoarding Owners Association is set to tackle the long pending animosity with BMC and increasing licence fees
Entering into long-term deals & taking the innovative route are two ways in which brands are looking at using their monies wisely on outdoor
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