
Discussing the challenges for OOH media, measurement was unanimously the trickiest challenge faced by media planners, agencies and brands using out of home advertisement techniques. Speaking at the annual OOH conference organized by exchange4media, Managing Director of Posterscope Group, Haresh Nayak, TIMDAA’s CEO Rohit Gupta and GraphisAds’ Director Alok Gupta shared their views about the shortcomings of the oldest medium in this country.
Technology will be the key factor in evolution of OOH as a medium and making it a preferred choice for marketers in the coming years. Nayak said, “No medium is perfect in stating the return on investments and same is the case with OOH but with evolving technology, measurability will be much easier. America’s agency Izon Global Media took five years to use technology in measuring OOH media’s impact.â€
Rohit Gupta said,â€Technology should be used in research, predicting the passengers’ behavior, their economic status, and their interests and buying pattern. With such data coming out of the research media planners can easily decide on the perfect location for their out of home advertisements.â€Speaking about the significance of research Gupta also said that marketers can identify which locations did not serve their purpose by audience measurement tools as such tools can accurately tell you for how many seconds did the consumer watch your advertisement.
Alok Gupta on the other hand emphasized on the gut feeling of the client to be the best tool to judge the impact of a certain billboard ad. “I believe the gut feeling of a client on whether certain location serves their purpose is the best way till date to go about outdoor advertising and it works well between agencies and clients.†Gupta also mentioned that an outdoor consumer survey gives you unbiased results with which you can measure the efficiency of your outdoor advertisement.
Airports have emerged as the best and most preferred out of home advertisement locations in the country. One probable reason can be regulatory authorities at airports which not only give a proper visibility to the billboard but also reduce the presence of competitive boards which divert attention of passengers. While the panel discussed the problems they are facing in billboard advertising space all three of them unanimously agreed that measurement remains the key challenge for OOH advertisements and only technology and research can bring in the change, this industry has been seeking for long.
-
-
Pay DTH active subscriber base has 70.70 million in Jul-Sep quarter: TRAI
January 22, 2021 By Team PITCH -
-
Reliance Industries tops Fortune India 500 list for second year in a row
December 10, 2020 By Team PITCH -
-
AdLift Wins Creative Mandate for PayU India
June 10, 2020 By pitchteam
-
THE ROAD AHEAD TRADITIONAL MARKETING- “DIGITAL MARKETING”
July 25, 2019 By Anam Khan -
Marketing Herbal, the Lotus Way
July 25, 2019 By Sanstuti Nath -
Archives
- January 2021
- December 2020
- November 2020
- October 2020
- September 2020
- August 2020
- July 2020
- June 2020
- May 2020
- April 2020
- March 2020
- February 2020
- January 2020
- December 2019
- November 2019
- October 2019
- September 2019
- August 2019
- July 2019
- June 2019
- May 2019
- April 2019
- March 2019
- February 2019
- January 2019
- December 2018
- November 2018
- October 2018
- September 2018
- August 2018
- July 2018
- June 2018
- May 2018
- April 2018
- March 2018
- February 2018
- January 2018
- December 2017
- November 2017
- October 2017
- September 2017
- October 2015
- September 2015
- August 2015
- July 2015
- June 2015
- May 2015
- April 2015
- March 2015
- February 2015
- January 2015
- December 2014
- November 2014
- October 2014
- September 2014
- August 2014
- July 2014
- June 2014
- May 2014
- April 2014
- March 2014
- February 2014
- January 2014
- December 2013
- November 2013
- October 2013
- September 2013
- August 2013
- July 2013
- June 2013
- May 2013
- April 2013
- March 2013
- February 2013
- January 2013
- December 2012
- November 2012
- October 2012
- September 2012
- August 2012
- July 2012
- June 2012
- May 2012
- April 2012
- March 2012
- February 2012
- January 2012
- November 2011
- February 2011
- December 2010
- February 2010
- January 2010
- July 2009
- February 2009
- January 2009
- February 2008
- January 2008
- September 2007
- January 2007
Leave a reply
You must be logged in to post a comment.