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'Transparency, accountability & measurability key factors'

By M4G Bureau - January 13, 2014

For any FMCG brand, the approach to OOH campaigns is a function of the brand objectives, says Aditya Save, Head - Digital Marketing & Media, India & Global Centre of Excellence - Marico. Read on...

Role of and approach to OOH

Our approach to OOH is a function of the brand objectives, the specific tasks and specific markets. OOH helps in targeting the TG in a particular geography in a focused manner. The whole approach to an OOH campaign depends on the objectives. It evolves from elements of the communication platform and this medium is used for highlighting a particular equity that ensures brand building.  OOH helps in zoning in - either on a TG set or on a core message. The key factors we focus on are the text, the message and the audience. You can impact a certain section of your audience and hence relevant data here is very crucial.

Exploring formats/options


In terms of the formats, it again depends on the take-out from the message that we are promoting. We have experimented with a lot of formats, even in the new media space for OOH. As far as experiential activation is concerned, there is not enough scope to make a business impact with it & needs to be used accordingly.  
Creative approach to campaign

The whole approach is driven by the fact that the visual should convey the core message and the audience should be able to register the message in 4-5 seconds. It helps to focus on one equity parameter at a time.

Factors that will drive OOH spends

Three things are mainly required to drive higher OOH spends—Transparency, Measurability and Accountability.  
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