‘New technologies, research will augment OOH’
By Bhawana Anand - January 11, 2019
Gajendra Jangid, VP - Marketing, Cars24 talks about the brand’s OOH advertising experience and expectations from the medium
What role does OOH medium play in your marketing mix? Cars24 turned out to be one of the most visible brands in the outdoor arena. What was the objective of opting for OOH in such a major way?
It was an attempt to practice 360-degree marketing communication. Our TVCs, social media, radio – all conveyed the same message. We are growing extensively and have tried almost all the types of media and communication outlets. After a successful pilot OOH campaign which gave us impressive ROI, we were sure OOH would help us to increase our awareness among our target group.
Could you share the percentage of your budget allotted to the OOH medium?
It varies from month to month and depends upon the growth requirement of different cities. Approximately 7-20% of our offline marketing spend gets allotted to OOH.
What are the parameters you go by when deciding on outdoor sites for your campaign?
We use 3 parameters while deciding the locations – 5km radium around our centres, major arterial roads and major new-car/used-car/car-service areas/stretches. In these areas, we shortlist hoardings basis parameters like size, long distance visibility, left side of the road, traffic, adjacent to traffic signal, vicinity to our TG areas, clutter and so on.
Cars24 campaigns are seen to be highly creative and innovative. Could you share the thought process behind the creatives?
OOH is amidst a lot of clutter and the attention span is hardly 5-7 sec. So, the content has to be minimum, clear and simple. Fortunately, our brand colours are vibrant and eye-catchy and we try to utilise this USP of ours to make the advertisements appear attractive to garner a greater number of eyeballs. Also, we try to keep our communication very crisp and simple. We work with several agencies for execution like Milestone, Laqshya, Posterscope, to name a few.
Your campaigns are widely seen on transit medium like cab branding. How well does hit format work for your brand?
Well, cab advertisement is an efficient innovation. There are lakhs of cabs moving on the roads of India. Cabs are mobile mediums which visit residential apartments, industrial hubs, party places, and almost everywhere. It makes sense to have a medium of communication that is mobile and can reach to every nook and corner.
In typical media planning language, OOH provides us with reach for brand-awareness and transit provides us with frequency for brand-recall
Cars24 has been rolling out a series of OOH campaigns. what are your future plans? How often are you going to use this medium for your communications?
We are contemplating. We do have plans to increase our OOH campaigns in the near future. However, nothing is fixed as of now and would depend upon the growth requirement.
What is your take on Digital OOH format which is at a nascent stage in India?
The ROI of using digital banners is not that great compared to physical hoardings. These are very limited and small in size as of now. These might be good for small start-ups who have a narrow TG base and want to go for cost-optimized OOH. Our TG base is huge and we usually use OOH for incremental growth. Therefore, we are not that keen to practice digital banners as of now.
What changes do you anticipate in the Indian OOH industry before your increase your spends?
The OOH industry is rather unorganised. There is no fixed price of a particular location or size of the hoarding. Again, there are a lot of double-dealings that take place as multiple partners work with multiple agencies. It is very difficult to get the ‘best locations’ even if we plan our activity well in advance. We would want to see more and more innovations in the physical hoardings which can attract more and more number of eyeballs. Some of the innovations that we can suggest are:
● Implementation of modern technologies like integration with G-Maps APIs
● Research agencies to map traffic on major arterial routes