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Home » Viewpoints » ‘Audience metrics will raise advertiser confidence in OOH’

‘Audience metrics will raise advertiser confidence in OOH’

By Bhawana Anand - April 28, 2018

FMCG major Parle Products is one of the long-standing advertising brands on the OOH canvas. B. Krishna Rao, Category Head – Parle Products shares his thoughts on what brings the brand to the OOH space

FMCG is a highly competitive business sector. Which are your target markets and audiences, and what are the key facets of your brand communication strategy?

Our target is every Indian Consumer because we have products and offerings for each of the available segments like kids, teenagers and young adults and all adults. We are well penetrated in the rural markets and are focusing to increase our reach further across all markets with unique and exciting products.

As far as the communication strategy is concerned, we are always on the lookout for unique ways and ideas to touch our prospects. Recently we connected our brands to the mother brand Parle with the ‘NAAM TOH SUNAA HOGA’ campaign and highlighted the unique brands with the ‘NAAM TOH YAAD RAHEGA’ campaign.  
 
Most FMCG brands enjoy a strong presence in the OOH space. How do you ensure that your brand garners maximum eyeballs through OOH advertising?

The availability of our brands on the store shelves itself ensures visibility for our brands. Besides, we ride upon complementing mediums like OOH, Cinema Advertising, Mall Promotions, School Promotions, Events and Concerts, In-store branding, POP material & any other suitable medium.  
   
What is your experience like working with OOH specialist agencies and media owning firms? Would you suggest any changes in the way OOH advertising is planned and executed in Indian markets?

There are a few really good OOH specialist agencies and media owning firms. This industry is still highly unorganised and needs to develop metrics and monitoring to develop trust and faith in the medium for all the advertisers.    

Do you think that digital OOH will make OOH advertising more engaging? Would you consider spending more monies on OOH advertising if more DOOH formats are available?

While there is immense potential for DOOH, I strongly believe that conventional OOH will still continue to remain a key medium for many advertisers. Yes, we would definitely consider spending more if more effective DOOH formats are available.

What were the key takeaways from your recent OOH campaigns?

For any campaign, there are always going to be hits and misses. There are several parameters like the creative, colours used, strategic locations used, etc., which have a huge impact on the campaign.

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