OOH is well and truly back: Jayesh Yagnik

The festive season has always been special for advertising as a whole and OOH tends to gain maximum with consumers spending significant time out of home. While stating this, Jayesh Yagnik, CEO, MOMS Outdoor Media points out that with people mobility back to pre-Covid times, OOH advertising in the current festive season is shaping up better than the levels seen in the comparable period of 2019.

Brand categories that were particularly hit hard during the pandemic period, such as, retail, consumer durables, apparels, airlines, hospitality, among others, have all made a strong comeback on the OOH canvas, says Jayesh. “Automobiles, financial services, FMCG, and real estate have traditionally been active on OOH and continue to be so,” he adds.

When asked if there were any challenges with regard to availability of quality media sites for unfurling major campaigns, Jayesh states, “At MOMS we plan in advance for the festive season as we know which of our brands are getting active and accordingly we manage the inventory with our clients. Traditionally, there has not been a major challenge for us in procuring good media in the festive season and we have always managed to give the best to our clients as per their respective campaign objectives.”

On OOH growth, he observes that “it would not be an exaggeration to say that OOH is well and truly back. We are only going to grow from here. With the help of the Madison suite of tools we are able to provide data-driven and much more scientific ways of measuring the campaigns. With increasing digital inventory on large formats, there is better creative control and dynamic OOH display. All these are resulting in vastly enhanced client faith and spend on this medium. I am very bullish on OOH growth and quite confident that it will increase its share of the overall ad pie in the coming years.”