Being innovative creates impact and perception: Jayesh Yagnik

Speaking on the topic'Is the OOH industry in Kerala reinventing itself to meet emerging brand advertising needs?' at Kerala Talks OOH 2015 in Kochi, Jayesh Yagnik, COO, MOMS, threw light on the brands' requirement and Kerala's need to spruce media formats to gain more investment in the market.

While talking to the OOH fraternity in Kerala, Jayesh pointed out that outdoor carries only 6.2 per cent of the total Indian advertising market. He also pointed out that transit media is boosting the growth of the outdoor industry. "The contribution by Kerala OOH market to the Indian outdoor market was high at 61 per cent in the last year. The investment is getting lesser day by day in the OOH industry. This has to be changed. Being different and innovative will attract more brands to the Kerala market,” said Jayesh.

He added that advertisers look beyond visibility in the campaigns, where creating impact and perception in each campaign through innovations would construct a path for brands to enter Kerala OOH market. The regional OOH Industry must also change the perception of the advertiser by providing good and hygienic market for the brands. "Being a media partner, we need to build an awareness of the market by offering solutions and new opportunities. Authorities should be more flexible in terms of giving permission on new media creations and innovations on existing media,” added Jayesh.

He also discussed that offering media at lucrative prices for advertisers would be helpful to grow outdoor advertising in Kerala. "If we have an intension to growing and making Kerala as one of the metro markets in India then agencies, media consultants, corporations and advertisers have to come together to grow OOH in Kerala' concluded Jayesh.