Embrace innovation, technology to enhance TN market attractiveness: Avinash Swamy

Addressing a session on'What will it take for media partners to plan big for OOH in Chennai & rest of Tamil Nadu?' at the Tamil Nadu Talks OOH! Conference held in Chennai on May 8,  Avinash Swamy, Vice President, Streettalk Connect, said that the Chennai OOH market had lost considerable business following the 2008 Supreme Court ban on hoardings in the city but "but all is not lost”.

It is possible to sell Tamil Nadu market beyond excel sheet numbers and make the world take note of the compelling opportunities in this market, he asserted. Media planners can truly make a difference with a simple 5-point agenda.

Swamy urged the industry to "go beyond the laundry list and excel sheet”. Instead of giving the clients mere numbers on the size and traffic on the excel sheet, it would help more if detailed information on TG classification, exploring opportunities, explaining what would work the best, were provided, he said.

Swamy added that the media planners too should look to "untraditionalise” their approach. Billboards are usual traditional methods but with the government restrictions on them media planners should explore new innovative methods of OOH advertising. Multiplexes, bus stands, mobile vans, art installations and metros provide more unconventional opportunities.

He underscored the imperative to "innovate and execute”. Look beyond billboards. Even simple flex printing can be of a greater effect if used creatively, he said.

Swamy viewed that "digital works very well for OOH”. Digital does not mean only display boards of LEDs and LCDs but also using social media in an effective manner. "Try cashing on the latest digital trends,” he advocated to the industry.

In closing, he laid emphasis on the need to "embrace technology”. Technology is an ever-evolving subject and if used properly it can do wonders. "For example, drone technology that is used for delivering goods can also be used for advertising. It generates curiosity and much better response,” said Swamy.