Goldee Patnaik, CMO and VP, itel India joins OAA 2024 Jury

Talking about how changes in the OOH industry impact brand planning strategies, Goldee says, “OOH is becoming more targeted, brands are finding high traffic locations, and understanding audience demographics for maximising impact. Even dynamic content delivery is making brands update messaging in real time basis factors like time, weather conditions. This enhances audience engagement. Localised and contextual campaigns are also gaining momentum for brands to ensure relevance and resonance with diverse audiences across diff regions. Even partnerships and collaborations with local agencies and outdoor partners, technology providers are increasing to execute innovative campaigns and amplify their reach. Partnerships with influencers, artists and community organisations add authenticity and credibility to OOH initiatives.”

On how the OAA highlights exemplary work in the OOH industry, Goldee remarks that, “OAA has been doing a fabulous job of bringing together all the best works done by brands, creative houses and agency partners into one platform for discussions and showcasing. This also gives a chance for recognition as many times good works don’t get highlighted nor get the accolades it deserve. This fosters cross learnings of best works done by the brands and also fuels the will to do and plan something different. OAA has been successful in identifying such creative campaigns, thoughts – getting them judged by industry experts and also recognising the great work done by or for brands in alarger forum.

“As a jury member, I would value the consumer insights or situational insights taken by brands or creators/agencies to design or think of the campaign. Insights are extremely important for framing creative thoughts and actions – so this would be key to creative ideation,” explains Goldee.

He adds that innovation has to be planned keeping in view the format for which it is planned, and whether the storytelling has been sharp or not w.r.t. engaging consumers. He also points to the importance of tracking RoI and using measurement metrics for the campaigns.