'Need a solution to measure'

Spend on OOH

Overall, our OOH spend in Tami Nadu remained constant over the last two years. Though our spends in traditional format options have reduced last year in TN, they have increased in non-traditional formats. Non traditional media options like traffic signals, centre median, railway arches etc are comparatively cost effective and are yet impactful.






Key markets

Are key markets in the state are Madurai, Nagercoil, Chennai, Coimbatore & Trichy  

Preferred formats which work better in this state

One needs to select outdoor formats keeping the overall campaign objective and communication in mind as different formats serve different purposes

Comparing OOH in rest of Tamil Nadu (ROTN) with other states

Comparatively there are selective media options in TN. Hence media owners need to constantly look at new media options that are innovative but yet cost effective.

Exploring new formats

As mentioned above, we have looked at non traditional media. It helps in sustained brand visibility

Factors that would drive OOH spends

Our outdoor spends are in line with our overall marketing as well as business objectives. Innovations that stand out, catch the attention of customers and at the same time are cost effective, would help brands.  Efficacy of the media has always been a key concern for us as there is no formal system in place currently. Like for any other media, measurement is critical in outdoor too given the quantum of spends by various categories in this media. Measurement will enable us to take the right decisions basis facts and figures rather than being fully dependant on qualitative feedback and past experiences. It is important that the industry comes up with a solution.