Novelty is essential for brand campaigns: Satabdi Ghosh

Speaking on the topic’In what ways can OOH in the east measure up to brands expectations?’ at the East Talks OOH conference in Kolkata today,  Satabdi Ghosh, Senior Executive, Anandabazar Patrika stressed on major factors which are significant for the development of the outdoor industry here.
 
While talking to the OOH fraternity of the region, Satabdi listed out four points which were crucial for the growth of the industry.

• Creating industry accepted measurement metrics, which has to be syndicated by the OOH industry as a whole, just like any other media which has standardised measurement formats and scientific approach towards understanding ROI.
• Creating customised solutions – Today each brand is looking for specific customised media plans and not any generic campaign. Hence, there is a requirement for ready menu cards for specific audience, where brands can choose according to their TG. There is also need for innovations to minimise waste, as there is already too much clutter in the market.
• Creating new media assets – Novelty is essential for the brand campaigns and to live up to their expectations.
• Improving quality of media formats and its services such as maintenance, monitoring etc.