Integrate channel-based planning with audience-based planning: Mauricio Sabogal

Speaking on the theme “How technology and social media amplification are moving OOH to the centre of strategic planning on the opening day of the Outdoor Advertising Convention that was held in Mumbai during July 24-25, Mauricio Sabogal, Global CEO, Kinetic Worldwide, touched upon the various international set practices and innovations that enable OOH to become an important medium for advertising. He suggested that channel based planning needs to be strongly integrated with audience based planning.

Sabogal emphasised that today most channels are digital and that media sites needed to be treated as POPs for consumers who are exposed to Facebook, Google and so on.

Environmental triggers would be another workable idea, especially in the Indian context; it can be synergised with the activities happening around the particular OOH site. For example, an ad that relates to travel can be done in the OOH announcing the utility / service pointing to the sky which usually has the plane physically flying above the OOH.

He emphasised that billboards can have communication with mobile phone and Wi Fi. “We should look at tracking consumer behaviour at each of the OOH media, he said.

OOH is now moving towards the centre of media planning which was earlier occupied by TV, because of least fragmentation and better penetration.

Sabogal said that revolution will come by with greater use of data analysis and these need to be used to sell scientifically with more analytics showcasing synergies between platforms and properties.