The importance of OOH in advertising

 The importance of OOH in advertising
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K Ramachandran, Managing Director, Baama Ventures  State Vice President, Kerala Advertising Industries Association (KAIA)

K Ramachandran, Managing Director, Baama Ventures  State Vice President, Kerala Advertising Industries Association (KAIA)

The importance of OOH in advertising

The only media that can guarantee an exposure as large as OOH does for a product or service. The difference in OOH installed across the state from Kasargod to Thiruvanathapuram will be the size. Repeated views create an impact through OOH on the minds of travellers or consumers. 

OOH helps to create or continue an impact of a product or service into the mindset of the consumers or public. All other media advertisements merely supplements or continues this reach. OOH gives enhancement, say around 60% enhancement to all other advertisements appeared in other media. In a branding process where the brand or service wants to create an identity either by going for a nationwide launch or for a new launch, OOH provides continuity to advertisements in other media. Only OOH has this ability as its visibility is very high when compared with other medias. 

through Advertising and branding activities during Covid 19

The public transport is not yet restored into its full capacity as a result of Covid 19. Fearing the exposure to be low, many brands have completely stopped advertising. That is not a wise decision. I believe for a client, this is the right time for media exposure. Apart from the containment zones, the vehicular traffic has been mostly restored although public transport is still not under its full capacity. Many billboards are now vacant. If a new product launch or branding activity happens, chances are high that it will get maximum exposure. 

One thing we could do as advertising agency to encourage clients is to educate brands about this and encourage them to advertise under a new strategy. An informative-commercial advertisement scheme or strategy must have to be discovered by us and we should provide it to our clients. At a pandemic situation, advertising on a large stretch without a proper reason might not create much impact on consumers. So, a public informative advertising strategy must be devised. I’m quite sure that brands or services will return to OOH for sure as there is no other media which could promise the exposure of an OOH. I also think OOH will undergo innovations like Digital OOH is now gaining more acceptances. Physical advertisements like mobile vehicle displays and those which go directly into consumers or customers will get more attention. The lockdown has helped the growth of digital space especially that on our phone. We must really look on how to divert these users on to OOH. I have also heard of a new technology whereby users are notified on their smartphones over Bluetooth about the hoardings around their vicinity. I don’t know the practicability of it but I think some kind of innovation is required for us to effectively curb the danger of other media advertisements. 

Brands or services which have experienced the effectiveness of OOH will never go for any other media advertising. From our part, I must say that we need to approach brands or clients convincing them about the need to advertise now. Automobile, Financial Institutions, Online Food Delivery platforms etc can effectively make use of this time. As I said, we need to convince our clients about the possibilities of advertising now and attract them various intelligent schemes.

Arnon Media

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