Data will drive spends: Shalini Kumar

In her talk on ‘What will it take for brands to up the spends on transit media’ at the 1st Transit Media Talks Conference held in Mumbai on February 28th, Shalini Kumar, VP- Partnerships & Innovations, Star India, highlighted that maximum growth in the OOH industry was driven by the transit medium. She however added that the media spends in transit would witness growth only when it was backed by data and measurement possibilities. She listed out the various means by which passenger data could be assimilated and shared with the airport and railway authorities.

Also, transit medium can leap forward with digital advertising, conversion cost, smart city development and programmatic campaigns through big data, she added. She also pointed out the key challenges faced by brand marketers in terms of execution and monitoring. “Numerous times, the execution goes bad and it becomes difficult to keep tab due to the magnitude of the campaign.

Therefore vendors and agencies should take up the responsibility of execution,” she stressed.