'OOH offers longer brand recall'

Spend on Out of Home (OOH)

It is about 70% of the overall marketing budget
 
Role of OOH   
 
This medium gives maximum time for customer to understand the brand and also, this is the only medium that has a consistent presence.
 
Comparative performance of OOH

As mentioned earlier, OOH is more visible for a longer time compared to other media.  You can advertise as per the City/ Colony/Particular point of place--- and this option is not available with other media.
 
Exploring formats
 
We usually go for Bus Shelters, Centre polls and Hoardings and we have also explored Police Booths.
 
Specific impact from these formats
 
We managed to get the attention of the customer through these formats.
 
Strong OOH markets
 
For us, Indore in MP is a very strong market.
 
Exploring Innovations and the challenges therein
 
Innovation in campaigns is always good;-it grabs the attention and becomes the "Talk of the town”.  The only challenge here is that the innovation should be relevant to the city.
 
Creative approach to campaigns
 
The key thing here is to appoint a good and creative agency and the rest will follow.  We always believe that the right agency can come up with smarter ideas here.
 
Measurement of impact
 
There is no clear measurement tool for any advertising tool. The only way to gauge impact is by getting feedback from the trade.
 
Role of Specialist agencies and expectations from them
 
There is no need for any specialist OOH agency; we only require a creative agency and a big budget. This combination will result in newer innovations.
 
Message to and expectations from Media Owners

Be Creative and innovative--  The customer always wants something new and attractive