By: Bhawana Anand
Last updated : August 14, 2020 10:42 am
Shriranga S, Founder of Vyoma Media, asserts that smaller players armed with innovative solutions have a better chance for a turnaround
Media owners that had invested in DOOH media at railway networks would be in more dire situation considering that even before the pandemic started, advertising brands were conservative in opting for DOOH media in their ad plans. Shriranga adds that with people in general avoiding inter-city travels, the audience size is not likely to get back to normal for some time to come, which will again adversely affect DOOH media business, as most advertisers opting for railway media would consider using the tried and tested options. That said, Vyoma Media is hopeful that innovative DOOH media formats will prove to be a game changer.
But will brands include railway media in their plans now? To this Shriranga answers, “Merely the brand display, making a pitch to sell a product or service won’t make sense in the face of the New Normal. Brands will have to find relevance and an empathetic tone in their communications. So, the digitally-enabled contactless sanitised zones will spur huge branding possibilities for brands to do so, especially for categories like FMCG, e-commerce, wellness brands.”
Looking ahead, he asserts that the pandemic situation “has cleared the leaderboard where companies ranking 3rd or 4th will get a chance to get to the top by leveraging the right opportunities in the New Normal.”