Year 2010 to be challenging for Out-of-home TV medium

Mumbai: The Out-of-home TV medium itself in India is three years old and still in infancy. But the medium has grown a lot as compared to what it was 3 years back. Today people understand this medium and the future prospect of this medium. The need for reaching out to consumers where they go, and change in the lifestyle trends of the consumers, increase in time spent out of home and media fragmentation has led to the growth of this industry.

Digital format is focused on marketing to consumers when they are ‘on the go’ in public places as a majority of this population spends most of the time out of home like malls, multiplexes, offices, restaurants, gymnasium, bookstores, clubs etc., OOH media plays the role of a strong emerging medium in all these places.

The economic slowdown had its effect on both the global as well as Indian Market. This has led to several changes in the industry, media and advertising spends. There was uncertainty about spending due to economic slowdown. Companies started getting constrained with ad spends and made sure that they are spending the money effectively. They started looking at various media options to get the maximum value for the money spent. Companies felt the pinch of spending on advertising, which led them to experiment with new mediums. Industry did suffer in 2009 and all clients and media agencies started moving out of their comfort zone and were looking at all focused and cost effective options for reaching the consumers and that’s where we became an important media vehicle for the clients. OOH medium adds dynamism to their existing media plan and offers reach amongst media dark and fragmented users giving returns on investment. The economic slowdown had its effect on OOH Media as well like any other media company. However, we have had an increase in the number of clients but had to decrease our prices by almost 30% to stay competitive.

OOH space seems to be a lot more inviting, and open to innovations. However, many more clients and categories will have to be added to the basket. In general, OOH space is expected to see a tremendous growth in the future, given the expected infrastructural growth, increased amount of time spent outside home, and the general economy boom in the coming years. Companies are now slowly and gradually accepting this medium and adding it in their communication mix and media plans.

OOH has its own limitation to provide audience – led research on a similarity with other media to generate traffic, cover and frequency estimates. We as an OOH media company understood the gap in the understanding of the medium and initiated a research, OOH Metrics, which is today India’s first ever large scale digital Out-Of-Home TV research. Out-of-Home media conducted this research in association with Nielsen – world’s leading provider of marketing information and audience measurement with the sample size of 15,000- largest ever sample size taken for any study done so far. The research was conducted in 6 cities- Mumbai, Pune, Delhi, Chennai, Bangalore and Hyderabad. The basic objective of this research was to understand the demographic profile and audience reach across our locations.

While the world is moving from broadcasting to Narrowcasting, we at OOH media believe in Flexicasting. Flexicasting is the new media planning tool innovated by Out-Of-home. This media planning tool helps advertisers to communicate differently to the different target audience depending on their product offering. It provides the ability/flexibility to advertisers to telecast brand communication on OOH Media screens as per their choice of city, location, target audience, creative and language thus making it the biggest USP of the medium.

“We always believe in experimenting to provide more value to advertisers. We try and customize the media plan for every advertiser so as to provide maximum value to the brand. We also try and experiment to create more hype for the brand. For instance, Maruti made the best use of our media planning tool called as Flexicasting to run ads suiting the target audience for each brand. This helped creating more returns for the brand running to the targeted audience. Tata Sky used us for contextual advertising i.e. we created different creatives for multiplexes malls etc. For the launch of Nokia E75, we had converted many of our screens into Nokia E75 phone. The conversion was done in such a way that one actually gets a complete idea about the look of Nokia E75 phones,” an Out-of-Home Media (India) spokesperson said.

Garnering eyeballs is always a challenge, and content has helped us over come that with continuous experiments. Good content strategy and CONTEXTUAL CONTENT now doing the magic. Our CLUSTERMIZED CONTENT approach which is to marry customization of content to the cluster of air play has been well received by both, audiences and clients.

Digital OOH TV needs to focus on continuously add value to the advertiser in terms of strategy and thus optimizing his value on our medium. We recently launched out new Rate Card which is a complete scientific and research based document. It conveys a package that has combinations based on client’s needs evolved from OOH Media’s exclusive media planning tool Flexicasting. The rate card has lots of combinations, discounts, volumes, value packages in the form of various offers to ensure that every marketer & planner discover how to use us for their maximum benefit

2010 will also be a challenging year but our role as leaders of this industry will be to keep building relevance of this medium to clients, so that not just OOH Media but the entire industry benefits.

“We want to focus on increasing the number of customers as well as categories. We have currently over 300 clients across categories i.e. Automobiles, Finance, Telecom, Retail (Luxury, Apparels etc), Media and Entertainment, FMCG, Consumer Durables, Travel & Tourism, Education etc. using us for various reasons/campaigns. The industry is still emerging and there is immense scope for new clients, categories and growth. It can’t be limited to just few categories. Every category can get their share of audience they are looking for. Currently Automobile, Telecom, financial services and Media & entertainment are our largest categories. FMCG was a late starter but is now increasing rapidly – healthcare has also started advertising with us,” the spokesperson said.

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