OOH is a very important medium for the government to relay its messages on various schemes and programmes to the public. Stating this in his presentation on the theme of ‘How OOH can be pivotal to Govt communications outreach’ at the South India Talks OOH conference held in Bengaluru on January 20, Siddalingappa B. Pujari, Managing Director, Karnataka State Marketing Communication & Advertising Ltd said that OOH is an ideal medium to create a strong brand recall in the minds of people. He pointed out that brand recall created via OOH is about 52% compared to some 30% on television.

While highlighting the role of OOH in building visibility for various government-led events such as conferences and cultural events, Siddalingappa said that the medium’s capability to render and deliver multiple creatives with localisation of content makes OOH a true impact media.

He underlined the fact that DOOH is crunching the time between the order placed and display of the advertisement.

Karnataka is among the top five states spending on OOH advertising, he said,