Mr. Kunjesh Parihar, MD and CEO, Ad Space Mart (Mumbai) provides a marketers’ perspective on the effectiveness of OOH beyond India’s metros
Considering the lagging power situation in several states inIndiaas well as how low literacy levels are, OOH has emerged as the perfect medium to reach village folks. It is particularly efficient for marketers who need to localise their communication. Traditional OOH like hoardings are extremely affordable when it comes to non metros and have no power requirements during the day. However, traditional OOH cannot be controlled; its lack of flexibility is its biggest handicap for advertisers. Fortunately, DOOH networks that comprise digital audio and audio-visual networks fill these gaps by meeting a spectrum of requirements demanded by advertisers for their campaigns in non-metros.
Far Exceeding the Effectiveness of OOH
Modern breakthroughs in DOOH enable advertising to be completely controlled and managed from a remote location. This unique form of outdoor effectively overcomes all the barriers of traditional outdoor, becoming an agent of change in the OOH advertising space. Along with these virtues, cost and time efficiency makes DOOH an alluring medium. This effectiveness and efficiency comes from the DOOH network’s wide reach to 100 million people, at less than a paise per person. Due to guaranteed listening its impact becomes 100%, while its cost is 10% of the cost of other traditional medium like TV, radio and print. Since the medium has an added advantage of reaching out to media dark areas through audio, effective communication is ensured notwithstanding the local level of literacy.
Ensuring Greater Impact
In order to be impactful, the DOOH communication should be localised and customised considering the sentiments of local people. It should empathise with social issues and problems and acknowledge events in the region. By employing local brand ambassadors, a powerful connect can be built with rural populations. These criteria works particularly well for advertising of telecom services and mobile phones; banking and insurance; agriculture and rural industry related products and services; consumer durables including vehicles and finally FMCG goods.
Traditional OOH is still ranked fourth with respect to advertisement budgets after TV, print and radio since it has been unorganised and lacked control so far. DOOH innovators like Vritti i-Media are working towards making outdoor a bankable medium, and make it a priority area. While OOH can never be a stand alone medium, new-age DOOH networks boast of several success stories; the likes of Gujarat Tea Traders and SBI, where there were no other traditional media used by clients. FMCG Company Kirti Gold has completely relied on Vritti i-Media’s DOOH media, and does not use any other traditional medium for publicity.
As marketers, we should allocate 25% of our budget for OOH. It is only about 5-10% today. The medium has the potential to go a long way in bringing rural India into the fold of consumerism.