OOH Media today and tomorrow
by EVENTFAQS Bureau | Corporate/Brand Marketing | March 27, 2012
Sanjay Pareek, President, Percept Out of Home, has professional exposure of over 20 years in the FMCG, consumer durable, service, infrastructure and consulting space. Writing for this month's edition of ExM, Pareek discusses the present situation of OOH Media as well as innovations and the future of this space in the country. Below is an excerpt from his article.
Advertising has been a vital medium to connect with customers. Wherever the customer goes, the ad follows. When it comes to advertising, it is communication, creativity and last but not the least, ‘reformation'. Advertising has reformed lifestyles.
There is a need for OOH media to evolve beyond static branding opportunities to include some element of interactivity. Various forms of advertisement cannot be compared as each one has something unique to deliver. However, I must admit that communiqué and experience go hand in hand. That's a ‘eureka' that the OOH creative aims to deliver with out-of-home. Knowing the changing patterns of customer taste, the need for OOH media had to evolve beyond being static.
Whether in a passive or active tone, the ‘experience' is driving most creative out-of-home campaigns across India. A factor determining the further evolution of this space is the technology such as the light and 3D effects creating a life-size billboard, Wi-Fi sensitive SMS alerts and flash mobs. These days, advertisers are enhancing the five senses of the customer to communicate its brand qualities through experience.
The future for the OOH media space depends on various aspects such as the financial health of an array of markets that choose OOH as part of the marketing mix. Flash mobs that were seemingly alien to the Indian mindset have come ashore in Mumbai, Delhi and Kochi. No matter how extraordinary the OOH initiations may become, the clarity between OOH media and promotion and activations depends on the organizer. And like always, the billboards will continue to speak a thousand words in a second.
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