Early advertisers will get 5x advantage in OOH’
By Bhawana Anand - June 02, 2020
Shavinder Singh Sandhu, Director, Leafberry expects advertising to pick up momentum given that traffic volume on the roads is getting back to normal
The first phase of the 3-phase Unlock plan introduced by the Union government has already seemingly infused new vigor in OOH media owning firms that had been waiting for normal business to resume. Shavinder Singh Sandhu, Director,Leafberry is particularly optimistic of OOH advertising picking up in the city of Ludhiana where his firm holds exclusive media rights for seven years.
“The kind of traffic/public that we see back on the roads immediately after lifting of the lockdown is unimaginable. Our business is directly proportional to the traffic on road i.e. impressions that our site creates for the client. With extreme rush back on the roads, I see getting back to near normal sooner than expected,” said Shavinder. Pertinent to note that Leafberry has wide-ranging OOH media assets in the city that include unipoles, 50 LED screens, 30 gantries, 12 FoB media, media on 50 public utilities, 100 BQS, media on 160 elevated road pillars, 2,000 pole kiosks, and 500 benches.
Although businesses across the spectrum have been severely impacted by the pandemic situation and the lockdowns, Shavinder asserted that that some of the brands would be ideally poised to establish a strong presence on the media. In his view, the early movers will gain 5x mileage than those sitting on the fence. Leafberry to reaching out to a significant number of prospective advertisers with the value propositions.
“When the majority of the people have quit newspapers and immediately moved out of home after 2 months of lockdown, there would be lesser advertisements initially and those fewer advertisers have the opportunity to create 5x more awareness than usual times. It's just that overdose and clutter of different ads that reduce the recall value,” explained Shavinder.
The company is expecting advertising from categories like OTT, automobiles, banking & financial services, FMCG, healthcare products, home shopping etc. which have either seen some surge during lockdown or expecting a demand in the Unlock phase.
Leafberry has also set up a printing wing to meet the flex printing needs of their clients. “An in-house printing unit was long overdue, and since we felt that transportation of flexes could be a big issue post lockdown, we thought of providing printing services to our agencies, only for our own media”. This service is offered exclusively to the firm’s clientele.
Leafberry has also put in place processes to ensure the complete health safety of the employees.