OAC 2013: Client seeks value for money
By VJ Media Bureau - July 06, 2013
The way forward for the outdoor industry would be moving from static to engaging, while making the media more dynamic, topical and bringing out brand's promise
â€¢ It is considered to be - Tactical / Reminder Medium
â€¢ Top Up on Media Plan
â€¢ Deal Driven
â€¢ Not measurable
â€¢ Low on the Creative Value Chain
Rajesh VL-Executive VP Marketing ITC - Food Business, opines- "The client seeks value for their money when it comes to any investment and outdoor is not an exception in this regard. As a brand, we have done lot of innovative campaigns partnering with our agencies and gained raw profit out of it. Outdoor as a media is definitely a very dynamic one and the factors like transparency, measuring ROI and creating trust is the responsibility and the clients should act vice-versa. We can also have review meetings with the brand managers to solve the issues related to the industry situations.â€
Further in the session Amitesh Rao-Director-Brand & Media MTS India, shares, "The nature of business and structure has changed a lot in the recent times. Every OOH market has its own challenges and opportunities which the brands need to understand and mostly it has been observed that the out-of-home has got major local influence which controls the situation.â€
Commoditization of outdoor as a major aspect was discussed including-
â€¢ Is price/sq.ft in outdoor the sole criterion?
â€¢ Is OOH procurement similar to buying office supplies?
â€¢ Is measurement the sole responsibility of media agency & media owners
Value for money being a major factor for clients, they need to see outdoor as a core media to meet marketing objectives. The way forward would be moving from static to engage the media making it more dynamic, topical , relevant and such. The session concluded by stressing that the client has a critical role in improving the value chain.