‘Use ideas to generate budgets’

The recently concluded Outdoor Advertising Convention (OAC) 2023 saw a slew of acclaimed speakers with Vikram Sakhuja, Group CEO, Madison Media & OOH one among them. Vikram spoke to the audience about how best OOH can integrate into a brand’s multichannel marketing strategy. 

The 30-year industry veteran encouraged marketers and brands to let unique creative ideas for OOH to speak for themselves and automatically generate ad budgets and for brand categories that were not making use of the medium, they must try precision targeting using DOOH and fit OOH into all launch budgets to target frequency over impact to limit outlays with DOOH. 

In his presentation, Vikram also told the audience at OAC 2023 that it is the duty of the agencies to educate their clients on the OOH landscape in the tier 2 and 3 cities as there is a fixation on metro cities in India; almost two thirds of OOH investments are made in the top 5 metro cities. Agencies must promote local media plans where OOH along with print, radio, cinema and digital can build a working reach and frequency (R&F) model at comparable CPMs. 

Vikram brought about an important point wherein the OOH sector comprises about 7% of the advertisement expenditure (AdEx) in the country on average and while that is a healthy number, the industry needs to be expand into smaller markets to increase the share of the pie.