Outdoor advertising underutilised

MUMBAI: The outdoor advertising industry is not growing at a pace it should, said Bates 141 Asia regional executive creative director and Indian chairman Sonal Dabral at the seventh edition of Outdoor Advertising Convention.

Bates 141 NCD Sagar Mahableshwarkar presented Dabral?s video clips talking about the various aspects of outdoor ads. "It is not just billboards, but live shows and activation too form a part of outdoor advertising. Outdoor advertising should engage people and should not be considered as a reminder medium," Dabral added in one of his clips.

The examples of outdoor advertising happening around the world were shown and Dabral insisted that India takes inspiration from innovative ideas. He also feels that outdoor advertising is restricted and the potential is not fully tapped.

Various other aspects of outdoor advertising were discussed in detail and the drawbacks were addressed.

Innovation was one aspect of outdoor, which was on every speaker?s mind.

Vodafone VP marketing Anuradha Agarwal informed that it?s just innovation that will create buzz. She established this fact by showing simple and innovative outdoor advertisements around the world and how it is remembered even today.

While it was agreed that outdoor medium is not given its due importance, Cheil India COO Alok Agarwal believes that the business of outdoor advertising needs ?re-thinking?. He said, "OOH is a giant stage. The cost of an innovative idea may be high, but ROI, when measured in life-time value, will be much higher."

Agarwal also maintained that to a large extent, mobile is taking over OOH and one of the drawbacks of OOH is lack of measurability. "Apart from innovation, we need to work on connection and engaging the population. Innovation is restricted due to infrastructure and law but investing money in measurement will tell us how bright the future of OOH is," he affirmed.

Talking about the future of outdoor and how innovations can contribute to the growth, Times OOH MD Sunder Hemrajani spoke about "Signs of Tomorrow".

Hemrajani stated, "Not all innovations are expensive. We are an efficient economy which is moving towards the era of innovation and we must continue to keep monetising the economy."

Hemrajani underlined that we live in the era of innovation and outdoor advertising should go from OOH to WOW experience! "It?s not just awareness that is important, experience is what will make outdoor advertising stronger and impactful."

Hemrajani concluded by saying, "There will be a better urban transport infrastructure over the next 20 years. There are digital innovations and technology too has taken a leap."

Latest Reads
iProspect India launches initiative to empower women

iProspect India, the digital performance agency from Dentsu Aegis Network, has announced its Women@iProspect initiative that will focus on safety, gender diversity, and leadership for its female employees. The initiative is a part of its Women@Dan programme.

MAM Media and Advertising Digital Agencies
Mumbai Mirror launches the 2nd leg to the city-wide campaign ‘Operation Khataara’

Mumbai Mirror, the city’s favorite daily, takes its civic campaign ‘Operation Khataara’ to the next level by launching a multimedia campaign.

MAM Marketing MAM
Role Expansion for Vincy Jathanna, Ipsos Observer IndiaService Line Head

Keeping in view Vincy Jathanna’s stellar performance in growing the business of Ipsos Observer in India

MAM Marketing MAM
Guest Column: To win and how to win - The always good question in advertising

Advertising - the shiny shop front of marketing, is famously not a fixed entity. It moves, morphs, adapts, transfigures, gets deformed and always rests with a new face every few months.

MAM Marketing Brands
L&K Saatchi & Saatchi wins creative mandate of Jindal Stainless Group

Leading Stainless steel conglomerate, Jindal Stainless Ltd. has announced the appointment of L&K Saatchi & Saatchi as its creative Agency on Record (AoR). The appointment follows a multi-agency pitch, which was won convincingly by the Publicis Groupe-owned agency for its superior...

MAM Media and Advertising Account
Tata Motors launches elite wrestlers development program

After announcing itself as the principal sponsor of the Wrestling Foundation of India (WFI) in August, Tata Motors Commercial Vehicles Business Unit (CVBU) has further extended its support to the sport in an exemplary way by setting up the ‘Tata Motors Elite Wrestlers Development Program’. The...

MAM Marketing Brands
Thrive Global India launches editorial campaign - 'Believe'

Thrive Global India recently launched its editorial campaign “Believe”, which will tell extraordinary stories of finding and nurturing belief in situations that, at the outset, appear bleak. This was kickstarted by an honest conversation between Thrive's founder and CEO Arianna Huffington and actor...

MAM Media and Advertising Ad Campaigns
Indian Foodservice industry to reach Rs 5,52,000 crore by 2022 with a 10% growth

Industry leaders of the Indian Food Service Retail sector today highlighted the upcoming golden decade of the growth in the industry driven by the changing consumer behaviours and influx of technologies within the business.

MAM Marketing MAM
SIMCA Members join PPL, for monetizing their Public Performance Rights

Members South Indian Music Companies Association (SIMCA) has entered into an agreement for monetizing its public performance rights with Phonographic Performance Limited (PPL).

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories