'OOH helps us talk to our readers'

Role of OOH
 
UP is one of our most important markets and our biggest communication channel here is our own newspaper. It is the number 1 brand per say.  But having said that, the OOH medium is also a very important one for us. It works as a reminder medium. We use OOH very tactically when we have a certain campaign, message or program to create instant hype. We also use the medium for longer running thematic campaigns which largely talk about the brand and the theme in both Tier II and other cities. Besides, we also go for permanent branding on properties like housing society sponsored boards, temples, police stations etc.   
 
In the cluttered competitive market, OOH campaigns help us talk to our readers. They become important in ensuring reader loyalty and also in engaging with new readers.
 
OOH plays a significant role in our budgets.  As a medium, outdoor has been consistently getting the largest pie of our budget in the last few years. As our marketing budgets increased, so have the OOH budgets.
 
Key markets
 
Jagran as a brand is strong across the board, but there are gradations in markets. At places where the reach is weak, we go for stronger outdoor presence. But in strong markets, like say Kanpur, we might not go for outdoor advertising in a major way. In terms of spend, it surely differs across markets. For example, Kanpur needs a different level of spend and it is also a much cheaper market.
 
Preferred formats
 
We have been using large formats, small signatures signs, petrol pumps, tree guards, society gantries, highway branding, bus back branding etc and in an interesting manner. I must say that we have explored most of the formats as far as OOH is concerned.  And last year we also tried something new and different when we launched a lounge in a mall for a month where people could come, read a newspaper, surf the internet, relax etc.  After some time, the lounge went to another town. This was a completely new format.
 
Challenges
 
I don't think there is any challenge that is unique to the UP market. But overall as a medium, OOH poses challenges related to measurability and accountability. There is also challenge on the planning front because the planning has to happen on-ground at the site. In our case, the team from our OOH agency Jagran Engage and the brand team team go out for planning and come back with a map and explain the dynamics of the location. Documented data gives you a lot more confidence about spending. But there are challenges where this is concerned. Otherwise there are no issues.                    
 
Factors that would drive OOH spend
 
We would like to see more digital formats, but there are issues in terms of maintenance, electricity, legality etc. The weather conditions in UP are not very suitable either. Also, the audiences aren't ready yet for advanced OOH I think. Right now I feel it is still the conventional set of formats that is working. However, with new opportunities in places like malls we can do good branding. But I am still not sure whether the mass market is ready for it. Perhaps cities like Lucknow and Kanpur are ready for it. So the experimentation will possibly happen in the larger markets and they are going to move on 