The Out of Home (OOH) industry has chosen a road of consistent growth throughout H1 2023, effectively navigating the effects of the pandemic, said Ankur Garg, Associate Vice President, Rapport India (the OOH arm of IPG Mediabrands India). With H2 rolling out strongly, he said that the trajectory is on the rise, indicating that the year will close with great success and events for the whole business.

In conversation with exchange4media, Garg shares the importance of OOH in media plans during the festive season and the recent Taj Mahal Megh Santoor Symphony campaign which has achieved a Guinness World Record.

The campaign which was led by the Team Rapport—Deesha Shah, Isita Das, Varun Shah, and Ugandhar Saggu—the Taj Mahal Megh Santoor is not just an advertisement; it's a "Wah Taj Moment,” said Garg. This project embodies the pinnacle of creativity, resilience, and commitment to innovation, leaving an indelible mark on the canvas of outdoor advertising, he added.

How did the OOH sector fare in the first half of 2023?

The OOH sector has charted a course of sustained growth throughout H1 2023, effectively distancing itself from the lingering impacts of the pandemic. As our work and social lives normalize, we witness a discernible surge in audience movement across various affluence levels, signalling a resurgence in outdoor activities. The substantial and frequent movement of people within our towns and cities paints a vibrant picture, accentuated by the anticipation of marquee events set to invigorate the economy.

And how is H2 going so far?

Moving into H2 2023, the trajectory continues to ascend, promising an eventful and successful culmination of the year for the entire industry. A discernible uptick in advertising activities is evident across all OOH touchpoints, reflecting a robust and dynamic landscape, especially as we step into the festive season. The rekindled spirit is further amplified by the return of audiences to communal experiences through significant releases in both Bollywood and Hollywood, with mall and cinema advertising resurging in media plans.

What role does out-of-home advertising have in media planning throughout the festive season?

Out-of-home advertising takes centre stage during the festive season, aligning seamlessly with celebratory activities like shopping, dining out, and increased travel. It becomes a pivotal element in the media mix, capitalizing on heightened mobility across OOH touchpoints.

The strategic use of OOH media during this festive period is a game-changer, leveraging impactful innovations and integrated technologies. Marquee innovations, such as drone shows, 3D projection mapping, and flying banners, are proven to significantly boost brand bottom lines.

The rising wave of consumerism is harnessed through community experiences, creating memory structures that enhance brand awareness and recall. Key considerations for planning OOH campaigns during festivals include leveraging special offers and promotions, utilizing dynamic creative in large-format digital OOH, and ingeniously integrating location and festival themes for a lasting impact on top-of-mind recall. It's a dynamic and creative approach that aligns seamlessly with the festive spirit, making OOH an indispensable last-mile element in media planning.

Which sectors spend the most on OOH? Any new trends this year?

Beyond traditional sectors like FMCG and Automobiles, new-age sectors such as streaming platforms and delivery apps are increasingly recognizing the value of OOH for brand building. The landscape is evolving as customization becomes key for diverse brand requirements.

Can you share more about the recent Taj Mahal's Santoor Campaign?

The Taj Mahal Megh Santoor Symphony has achieved a Guinness World Record, marking a groundbreaking milestone in outdoor advertising. This collaborative endeavour with Taj Mahal Tea unveiled an exceptional engineering marvel, surpassing the confines of creativity—a 150ft x 15ft billboard opposite Vijayawada railway station. This colossal environmentally interactive display spans 2250 square feet, weighs over 500 kgs, and stands 70 feet high, enduring wind speeds of 70 km/hr. The Taj Mahal Megh Santoor goes beyond visual allure, transforming into an auditory delight.

What was the idea behind the campaign?

Crafted over six months by a dedicated team of over 50 professionals, this billboard ingeniously used the rain to play Santoor notes, orchestrating the soulful Raag Megh Malhar from Hindustani classical music. Amid unprecedented challenges in outdoor advertising, Rapport's resilience prevailed. The team addressed novel questions: Can raindrops play Santoor hammers? Can lightweight hammers stay anchored at 80-100 ft height? Their unwavering determination resulted in an engineering marvel that seamlessly blends music's "soul" with environmental sustainability at its "core." Beyond its artistic brilliance, the Taj Mahal Megh Santoor champions environmental responsibility.

Post-campaign, the entire unit has undergone meticulous recycling on-site, with parts collected, sorted, cleaned, and processed according to waste types—a testament to responsible waste management.

What challenges is the industry facing with DOOH?

Challenges in the DOOH realm include better cost management of roadside large format DOOH, automated site monitoring, investing in establishing the effectiveness of the media across audiences, developing industry measurement metrics, incorporating location intelligence, and integrating technologies for a comprehensive campaign with mobile.

What new trends may we anticipate in the coming year?

The upcoming year promises an upskilling of the workforce, more marquee innovations, and scaling up platform aggregators. New DOOH touchpoints are expected to be explored, creating an exciting landscape for both creativity and business acumen to flourish.