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'Geo targeting & scientific planning will maximize reach in cities'

By M4G Bureau - March 06, 2014

Rohit Tandon, Head -- Mobility Business Unit (MBU), Karnataka Circle, Tata DOCOMO, shares with Outdoor Asia, the brand's approach to the out-of-home medium in the state of Karnataka and what can make the brand spend more on this medium in this region.


Approach to OOH campaigns in Karnataka


Karnataka is a state that encompasses many things together in its bosom with two distinct segments - Bengaluru and Rest of Karnataka.  Bengaluru with a population of about 8 Million is truly cosmopolitan. OOH plays a pivotal role in connecting with audience in this growing market segment. In Rest of Karnataka local connect and communication play a key role as large audience group speak, read and write Kannada language.





Varied OOH objectives are set for both markets as for Bangalore primarily the task is to reinforce our ATL campaigns running on different media whereas in Rest of Karnataka it is more tactical and target specific.

OOH budget for the state


Karnataka is an important market and significant investments go into OOH. And OOH is not necessarily Billboards or Bus Shelters, but entails various other permanent and semi permanent elements.

Other key markets in the state


Karnataka is a widely spread market with 30 districts. Apart from Bangalore other key markets are - Mysore, Mangalore, Belgaum, Hubli, Davangere & Gulbarga where large population resides.

Preferred formats in the region

Indeed there is a lot of difference in media formats between Bangalore and other towns of Karnataka. Though in Bangalore we have traditional formats, transit media, destination media (malls & multiplexes), in other towns it is still a mix of traditional formats and transit media formats. Overall a right mix of smaller formats for frequency and large sites for impact help in delivering effective recall campaign in the Bangalore market.

Working around challenges

It is true Bangalore is a cluttered market in OOH space. As the consumers evolve, there is a far greater need to engage them across platforms and experiences. Integration and innovation across traditional and new media opportunities is the key for growth in Bangalore market.

Two biggest challenges are - measurability and creative innovation. Innovation should be disruptive and help brand generate immediate attention and spread word of mouth.

Exploring new formats/innovations

Innovation has been the key focus for creating brand awareness within the state. For eg - connecting with the youth we explored various IT hubs food courts as an OOH touch point. The recent launch of Photon Max Wi-fi is the point in case where we showcased the wi-fi device in an innovative way. This marketing initiative was a big hit and resulted in significant rise in sales.

Factors that would drive higher OOH spends in Karnataka/Bangalore

Out of home helps in connecting with the right target audience in Bangalore/Karnataka. So geo targeting and an approach based on scientific planning will help in maximizing reach within the cities. Exploring new media formats will ensure that brand visibility maximizes in the target market.
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