‘Customisation drives better brand recall & results for campaigns’

Modern advertising owes a large part of its impact to increasing insight into consumer behaviour, aided no doubt by technology. In Out of Home (OOH) advertising space, this is particularly critical. Upinder Singh, Project Director, Edge1, a leading outdoor media management software provider, tells Media4Growth, how data-led insights can empower marketers and enhance the effectiveness of Out Of Home Advertising, and how Edge 1 has been leading on this front. “Efficient technology tools and resources can streamline every aspect of the outdoor advertising process, which is what we empower brands with at Edge1.” 

“More than being just a technology partner, we are trailblazers in outdoor advertising attribution. Our platform has garnered noteworthy results, with over 80% of businesses experiencing a significant reduction in attribution ambiguity after implementing Edge1's solutions. Additionally, advertisers leveraging our comprehensive suite report a 50% increase in campaign optimization efficiency,” he informs. 

While better visibility forms the foundation of targeted advertising, the significance of customisation in Out Of Home, where clients are all unique with specific needs, cannot be overstated, and Upinder agrees. “The customisation aspect is crucial for several reasons. It allows our clients to differentiate themselves in a crowded marketplace by delivering personalised and engaging content that resonates with their audience on a deeper level. This level of customisation leads to increased brand recall and customer engagement, ultimately driving better results for our client's campaigns.”

“However, dealing with a diverse clientele presents its own set of challenges,” he continues. “Each client comes with their own set of requirements, preferences, and constraints. Managing these diverse needs, while ensuring the seamless execution of campaigns, requires an agile and adaptable approach. From varying campaign objectives to different target demographics and geographic locations, we encounter a multitude of unique problems with each client,” Upinder explains. 

Further, on dynamic digital displays and how they are changing the market, he enthusiastically chimes in, “‘With the ability to showcase engaging content, adapt messaging in real-time and provide personalised experiences, dynamic displays drive higher levels of engagement and brand recall. In an era where consumers are bombarded with advertising, investing in dynamic displays ensures brands stand out and connect with their audience effectively.”

In this context, he feels DDX Asia, the Expo of latest digital display solutions for Out Of Home and Retail, which is set for its second edition on February 21 & 22, 2025, at Hall no 5, Nesco Exhibition Centre, Goregaon, serves as a valuable platform for knowledge exchange, networking, and showcasing innovations in the digital display solutions space. “By bringing together industry leaders, solution providers, and clients, DDX Asia fosters collaboration and facilitates informed decision-making. It provides a unique opportunity for us to showcase our latest advancements, gain insights into market needs, and forge strategic partnerships. Ultimately, platforms like DDX Asia drive industry growth and advancement by facilitating connections and driving innovation.”