‘DOOH is a contextual, appealing, compelling format’

DOOH is becoming a contextually appropriate, relevant, compelling larger-than-life platform, said Raja Rajamannar, CMO & President, Healthcare – Mastercard in his address on the theme ‘Meaningful Engagement with Today’s Consumer’ at the DPAA Video Everywhere Summit 2020 virtual conference. In a discussion with Barry Frey, President – CEO, DPAA, Raja emphasised on the significance of Digital OOH in the brand’s marketing mix to reach out to the masses.

“OOH is an important component in the marketing mix, more than just a reminder or announcement medium. It is a perfect fit as an overall medium in the marketing plan,” he said.

Highlighting the evolving DOOH medium, Raja added that DOOH has given a new dimension and depth to their marketing and communication plans. “In comparison with the static outdoor sites, DOOH works more effectively as the campaigns can be rolled out without wasting time, creatives can be changed seamlessly and moreover, the campaign can be modified depending upon the KPI signals and consumers’ response received through digital networks,” he explained.

He emphasised that DOOH adds value to travel and lifestyle related product announcements. “DOOH adds heavy lifting into the campaign even more than other mainline advertising channels.”

Talking about the evolution taking place in this space, he articulated, “It is fascinating to see the development of new technologies in the DOOH”.

In the times of pandemic, Raja shared that experiential marketing, which stands supreme in their plan in order to give real experiences to their customers, has gone digital. The brand has been rolling out meet & greet online events with their brand ambassador and sponsored sports team which comes as brand’s pivot plan.

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