'Give us well tailored plans with good value sites'

Approach towards OOH in Bangalore/Karnataka

The approach fairly depends on the campaign we execute for events such as IPL or October Fest. Considering our brand which is alcohol, the authority doesn't permit us to use much of innovations. But our prime focus is to be present at better locations and in a high-decibel manner.

Other Key markets in the state

Apart from Bangalore, we advertise on outdoors in Mysore, Mangalore, Manipal, Hubli, Dharwad and Udipi in Karnataka.

Preferred formats in Karnataka

We prefer utilising more of hoardings in the OOH space as they are easy to put flexes on and send out the message more clearly and quickly.

Dealing with OOH issues such as clutter

Innovation is the key in outdoor creative and we like to keep them clutter free considering a person only has a few seconds to absorb the brand message and understand it.

OOH budget for Karnataka

The budget depends on the campaign and activation. But out of the total budget for the outdoor medium, around 10-15% would go to Karnataka.   

Comparative performance of OOH in rest of Karnataka

The OOH medium is not only about hoardings; we have done a lot of wall paintings in smaller towns of Karnataka which works very well.  We have made huge paints and they work really efficiently considering the lesser amount of clutter there.

Factors that would drive higher OOH spends

We would like to see greater transparency in the medium. All sites should be legitimate and well maintained. The sites should also be monitored properly. We are paying huge money and the sites are still not properly lit or sometimes torn. Once we inform about the sites, the onus is on the industry players to make sure the sites are up and functioning. I would also like to see technology support for the sites to make them stand out with good lighting etc. Also I would like to see more signage's like the kinds used in airports and good use of LEDs supported by a good study of their efficacy.

Message to media owners

They should focus more on location values and propose well tailored plans to us. If one media owner comes with 10 sites for X amount, another comes with 10 sets for X minus amount. They should do some ground work to understand the brand and the campaign needs and then create a customised plan which suits it. They should select five best sites which the brand can't refuse, but invariably they show us sites from across the city that are of no use to a brand like us.