Plan better to get the best out of OOH, says Bharat Dhuppar

Real estate is a dominant advertising category in the Indian OOH space. Bharat Dhuppar, CMO, Omkar Realtors & Developers shared his firm’s approach to OOH while addressing the theme’OOH delivers – A case study of Omkar Realtors’ on day 2 of the Outdoor Advertising Convention.

Bharat explained how the media team assessed the relevance of each OOH media site used for their campaign by going around the city and viewing the displays from particular points in the moving vehicle. The assessment was done both in peak traffic time and against the run of traffic. All this was done to ensure that the brand campaign delivered maximum impact. Bharat told the audience the groundwork ensured that the campaign translated into solid numbers for the firm – in terms of sales.

Bharat attributed the sales success to OOH and said the results came about at a time when the market sentiment was at a low.

He emphasised that all media formats tend to complement each other, and interestingly even the digital platforms and various eCommerce portals have used OOH extensively and brought home the efficacy of the medium.

If the placement of OOH is well defined, the results will be superior, he said.