'Need a common platform to resolve issues'

Approach to OOH in Karnataka

Unlike in Tamil Nadu, where there is a lot of restriction on hoardings, in Karnataka especially in Bangalore, there are many options although there is no consistency of pricing. We primarily take 30-40 sites for a single campaign. We advertise as per the seasons, like the wedding season which is during April -- June then and then again we start during the festival season. Sometimes we also advertise during the tourist season, that is, in December and January



Key markets in the state

Right now we are primarily looking at the metro cities.

OOH budget for Karnataka

Budgets depend on the market share and on how the stores are doing. We usually spend 5-6% of the sales on marketing.

Exploring new formats

As already mentioned we mainly prefer hoardings and don't take other formats because each brand has its own image and you have to figure out that where do you belong and fit in. Sometimes it is not just about putting a brand there but to make your customers recall the brand. We would look at more formats but there is no consistency in pricing, and more clarity.

When it comes to locations, we are very particular about the right location in terms of TG and proximity to stores. Overall, other mediums like the online media are changing the way brands are promoted, but I think OOH can play a bigger role.   

Challenges in Mumbai

Major issues are to do with lack of pricing clarity and with the industry being disorganized. There is also no clarity. There is too much of self interest.  The pricing is also huge, yes, but people are still willing to spend on the medium because it helps them in creating awareness and connectivity provided the issues are sorted out.

Factors that will drive higher OOH spends

Like I said, if there is a common platform where everyone can come together to resolve issues, it will help. OOH has a huge recall value for any brand. If things can come on to a standard platform then the sky is the limit for a brand and it can be a win-win situation for all.

Message to Media Owners

The first message is that they should bring in some clarity. There can some price rationalization given the fact that many of the hoardings are vacant for almost 3-4 months of the year. If they can look at the big picture then they can benefit much more and can do wonders. Right now they are missing out on so many clients who want to go for outdoor advertising. Today every brand is looking at OOH for a recall value and in a city like Bangalore, which is blessed with hoardings, people can take good advantage of the medium.