'Cost per reach analysis key for OOH spends'

Spend on OOH in W Bengal

OOH has always been an important aspect of our marketing campaigns. However, spend on OOH has remained more or less constant over the last few years.

Key markets in the state

Our key markets are Kolkata and all major towns of West Bengal.





Preferred formats

Huge format bill boards work better in this state.

Comparing OOH in rest of W Bengal with other states and the challenges

Our OOH campaigns are only within the state. As the span of the city is less, a few billboards at strategic locations cover the most.

Exploring new formats

With so much of media clutter, it is becoming increasingly necessary to attract the attention of consumers. For our fiction show'Boyei Gelo's launch campaign, simple 2-D back Lit hoarding was converted into 3-D hoarding using back lit acrylic and cut outs. Also, double-decker sites were used for the same. We also extensively promoted through INCODA TV where we get good amount of captive audience inside Metro railway stations.

Factors that would drive higher OOH spend in W Bengal

1)    Effective digital innovation

2)    Measurement - If we can have a cost per reach analysis in place, it would result in better decision making on OOH spends