OOH industry should work in an integrated manner: Panel

Day 2 of the Outdoor Advertising Convention (OAC), organised at the Renaissance Mumbai Convention Centre Hotel, Powai, Mumbai featured a panel discussion on the theme of “What will it take for media planners to believe more in OOH?” that had Shashi Sinha, CEO, IPG Mediabrands India as the Moderator, and Mamatha Morvankar, MD – West, OMD India, Vanita Keswani, CEO, Madison Media Sigma and Shripad Kulkarni, MD, Vizeum India as the co-panelists.

The panel put forward various essential parameters like there has to be an integrated approach while planning any OOH media campaign. It is also important for the media to embrace new technologies, and have a multimedia approach that will help media planners believe more in OOH, said Shashi.

Mamatha pointed out that it is important to conduct robust market mapping which can give a direction as to the outdoor assets that would be ideal for any given campaign. She also touched upon areas like measurement metrics, budget allocation between ATL and BTL and how much should go for a brand’s tactical management and how that would stack up against a strategic approach.
OOH is the second highest reach medium and is considered the highest reminder medium as well. The planner’s outlook matters the most and each and every aspect of the media plan should work in tandem, highlighted Vanita.

Shripad opined that if the outdoor has to be presented as a medium then the context has to be clear to the stakeholders.

The panelists also suggested that it is important to have a listing of all possible out of home options available to highlight the various opportunities this media can provide. An orchestrated approach is of immense importance to make OOH big!