Engagement, data & uniformity must for transit growth: Deepak Saluja

At the 1st Transit Media Talks, Deepak Saluja, Executive VP Marketing- UTI shared his thoughts on how brands could increase spends in the transit media and highlighted the significance of this OOH medium. While talking about the advantages offered by the transit medium and the ample opportunities it afforded in the metro cities, Saluja also pointed out the need for more formats in this media, especially in the interior space.

Transit is a frequency building format and plays an integral role in media plan, he said and added that new features such as engagement, experience and substantial data could enhance the usage of the medium through better ROI and measurability and thus drive higher brand confidence in the medium.

He also emphasized that outdoor specialist agencies needed to build conversation throughout the year to gain confidence from the brand marketers and encourage them to come on board as serious partners. He further reiterated the need for credibility aspects in the media plan, which he said was more important than merely having transactional conversations governed by budgets and budget savings.