OOH is much more than hoardings: Sudeep Narayan

To many OOH is all about'Only Hoardings'. Time has come for OOH to come into its own. Stating this in his address on'Outdoor media - how it works for my brand', Sudeep Narayan, Marketing & PR Director, Volvo Auto India, said that his company follows its own'VolvOOH' approach when it comes to OOH. By this, Volvo Auto India looks into a variety of factors like the approach angle, geographical relevance, mood of traffic (morning / evening traffic) and the like when deciding upon any OOH media options like hoardings.

Narayan said that some PR around an OOH campaign could prove to be very useful to brands. He also underlined that OOH could benefit from being seen as a socially responsible business. He referred to Aircel's lifeboat innovation some years back that was widely appreciated by people in Mumbai.

Narayan said that OOH should also work in tandem with events. Speaking about the Volvo Lounge that was set up in partnership with TIMDAA, he said that the initiative has yielded 2,000 plus leads for the company. "Further, the cost per lead is three times more economical than the cost of a normal lead,” he added.

Talking about OOH and motorshows, Narayan said there is app that tells all about Volvo inventions that have been embraced by even competition. He also spoke about OOH complementing customers' product experiences.