'Integrated OOH plan is critical'

Average spend on OOH

In the last five years we did not spend a considerable amount on OOH; our main focus was print and some of the budget went for TVC's. But this financial year we advertised through out-of-home and around 80% of the budget went for outdoor campaign. We created a buzz in the market as we wanted to explore this advertising option and thus allotted a considerable amount on it.
 
Approach to OOH

We look at outdoor as a significant reminder media wherein we included some element of innovation and involved various options like hoarding, bus shelters, transit media, tie-ups with CCD outlets etc. Thus this strategic media mix has helped us in creating an impact for our brand.  
 
Comparative performance of OOH

It depends largely on the objective of the particular advertising campaign, if my aim is to launch the product and build maximum reach, then print is the preferred format always especially when we are talking about premium FMCG brands. But now as we have reached that level in order to maximise the reach and frequency OOH is perhaps the best option.   
 
Exploring formats

We have so far used hoardings, bus shelter, traffic signals and such other traditional formats but in the near future we would like to explore the digital OOH options as well.

Specific impact from formats

The specific impact from the format depends on in which city it has been deployed at. For example, in Chennai there is hardly any option for hoarding so bus shelters work best. But in Mumbai hoardings, if done innovatively, give better mileage.  

Defining innovation

In order to compete and break the clutter in this highly competitive FMCG sector one has to innovate and adopt an integrated outdoor advertising plan which would ultimately help the brands like us to get maximum mileage. Each activity that a brand does has to be highly integrated as even a slight mismatch will have a negative impact that a brand like us cannot afford.   

Challenges in innovation

The main challenge is to get the right site where the execution can be executed. If it is a simple 3D cut-out on bus shelters or such, the quality should be very good which cannot be duplicated by others  
 
Creative approach to campaigns

It depends on what do we want to leverage from the campaign. For us it is the taste that has to be highlighted. Thus our creative signifies that we are a better cookie and there is delight in every bite. So the creative is worked around those lines.  
 
Measurement of impact

We try to cross-check the situation with the help of our team and if any changes or corrections are required, we do it accordingly.
 
Role of and expectations from OOH specialist agencies

The agencies that would come up with more innovative ideas will grab the attention of brands. .
 
Message to media owners

The rates should be worked out correctly. Proper delivery and commitment is our expectation from media owners.
 
Factors that will drive OOH spends

Positive feedback on the investment and measurement and good quality of sites are waht will drive .