By: Bhawana Anand
Last updated : July 31, 2018 10:31 am
CVL Srinivas urged the OOH industry to work with data and technology, and adopt a holistic approach to brand communications
Need of personalisation was the second factor that OOH can leverage from another medium. Srinivas explained that there has been a shift from mass marketing era to personalisation in other mainline communication and likewise OOH needs to bring forth the personalisation factor in communications. And to achieve it, Srinivas shared that the industry needs to start to work with data and get suitable talent for the same. He also suggested to build an OOH consumer profile base segregated by age, gender, income, demographics and various other parameters.
There is also a need to focus on micro markets. Srinivas articulated that gone are the days when national brands were restricted to the metro markets. These days brands are deeply penetrated into smaller cities and so proper outdoor formats need to be developed in those markets.
The medium needs to come out silos and work on holistic brand building, he added.