Out Of Home News
After taking a significant portion of the sites in Delhi Metro, Times OOH has emerged as the largest winner in Kolkata Metro with 80 sites, giving it 40 per cent share of the property.
After taking a significant portion of the sites in Delhi Metro, Times OOH has emerged as the largest winner in Kolkata Metro with 80 sites, giving it 40 per cent share of the property.
<p align=justify>OOH and technology are intricately linked. In India, we still have to see lenticular being used; I also feel that a lot more mobiles will be used in the future. I hope our basic infrastructure improves fast…because OOH will depend a lot on roads, electricity. More and more people, especially the youth, is spending time out of the home, and the only effective media to attract and engage this category is OOH. Here, too, the OOH pricing is much cheaper than radio, TV and print, which are more mature medias. So, I feel OOH is at a golden step right now.
Mudra’s out-of-home division Primesite has received the ISO 9001:2000 certification, the first Indian OOH agency to get this certification. Oslo, Norway headquartered independent foundation Det Norske Veritas (DNV) has awarded this ISO certification to Primesite.
Kinetic, the official launch of the umbrella, which combines the operations of the four out-of-home entities between Ogilvy & Mather and GroupM in India, has announced its entry in India. Pratap Bose is heading the operations as MD, South Asia.
Sudhir Sharma, Director of Pune-based Elephant Design, says that in India, we still have to see lenticular being used. Basic infrastructure has to improve because OOH will depend a lot on roads, electricity, and more and more people, especially the youth, is spending time out of the home, making OOH an effective media.
Bangalore-based Serve and Volley Outdoor has bagged the outdoor contract for Line 3 of Delhi Metro’s Phase I project. The winning bid was for Rs 50,037,000 with a validity period of five years.
<p align=justify>“The localised option and the option of measuring your ROI is a key factor working in favour of OOH. It gives the option of qualitative localised communication, whereby you can go into individual pockets of suburbs to design your communication. Outdoor is a very lively media and, hence, picture works better because there is no other way to make the consumer look at your display.”
Jignesh Sharma, CEO, Posterscope, says OOH makes for qualitative localised communication, whereby one can go into individual pockets to design the communication as per needs. The medium is also gaining popularity because of fragmentation of other media options.
<p align=justify>We love to satisfy clients, whether it’s working through an agency or directly with the client. If the product is likeable, then you will have repeat purchases. In print, once it appears, it’s done. In outdoors, there are multiple opinions that sometimes result in changes to the site or the site itself. It may result in issues on payments and other things. It is very satisfying to have happy clients. For example, Coca-Cola has been with us in Chennai since day one, which was August 30, 1994.
StarSight, an affiliate of Starcom, has been roped in to handle the outdoor business of travel website MakeMyTrip.com. The website is doing some outdoor campaigns around the domestic airport in Delhi, for which they wanted to focus on the lowest airfare guarantee logo, designed by Leo Burnett.
In offering complete solutions to client’s problems, one needs to ensure that the OOH agency suggests appropriate sites, innovations and help the client execute them, says Sridharan, VP, Diamond Publicity.
It could be one of the best uses of a vacant wall. The Shipra Group on October 22 unveiled a new technology by PANI, which would help convert the three sides of its Indirapuram, Ghaziabad-based Shipra Mall to an enormous outdoor advertising site.
<p align=justify>“OOH is very effective and very economical in comparison to newspapers and television. It has a very strong impact for brands like Pepsi, Coke, Airtel, Hutch. Effective brand promotion requires substantial advertising through outdoor media. Outdoor advertising will play a very major role in future.”
Gone are the days when outdoor media meant huge billboards at strategic places. Today, outdoor has become an integral part of the advertising and media mix – in India as well as globally. Outdoor is now being increasingly used for brand-building and not merely as a support media.
Following DNA’s next campaign phase around the various pull outs from the paper, and Mumbai Mirror going to town with weekend magazine ‘Buzz’, it is now Hindustan Times’ turn to offer a new set of communications to its readers.
Outdoor is a seven-word, seven seconds medium. The advantage is that you have the widest canvas to communicate your ideas. The television has a frame, press may have a page, but the sheer size of outdoor makes it a special medium. Apart from that it is also the cheapest – making it a favourite of advertisers.
PrimeOutdoors, a division of Primetime-IP Media Services (Pvt) Ltd., has retained the out-of-home advertising for UltraTech Cements. The win comes after a multi-agency pitch invited by the cement major.
Mukesh Gupta, MD, GraphisAds, feels that in India the government and local corporations are yet to see the positive side of outdoor advertising, and have not promoted this medium. However, with the entry of multinationals, the scenario for outdoor advertising has changed in recent times.
For the past few months, the financial capital of the country has been witness to fierce hoarding campaigns. If DNA kicked off a high-decibel OOH campaign, Hindustan Times and The Times of India have not lagged behind.
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