Grab Your Customers Attention: Switch to Out Of Home Advertising
Out of Home advertising in simple terms is “targeting consumers outside their residence.” It is abbreviated as OOH and is a conventional concept which has been gaining its footing, fundamentally due to the digitization of the marketing field. Indian marketers in correlation with the global trend have recently placed a lot of effort into this field. The creative and indulging billboards, street furniture, and posters are abundant in city areas, and big players like Tata, TVS and Hitachi are investing a fair amount of their marketing budget counting on this strategy.
Out of home media is the new trend. One doesn’t take a TV along everywhere, neither does one stay glued to the mobile phones to see random ads. Another point to aggravate the notion is that people generally pay no heed to the ads they see at homes as they can always skip them (Youtube) or can mute them (TVs). However, let’s say you are standing in a queue at a toll tax station. You can’t help but notice the banners put up there. Traffic jams, long queues while driving at traffic signals, while standing to purchase the ticket of a metro, movie, bus, train, etc; these are the places where OOH Media in India finds place.
India, having a population of more than a billion has always seen crowded cities and congested roads. This gives an opportunity to the marketers to reach a large number of consumers by placing advertisements in prime locations. City centers like Rajiv Chock in Delhi and Shivaji Temple in Mumbai have a reach of more than 100,000 viable consumers a day, which pits the cost per thousand impressions (CPM) drastically less, as compared to other modes of marketing. Also, the quality of Out Of Home Advertisements has been improving drastically due to the influx of big players on this field. Previously, a simple text advert would suffice as a poster, but now every advert is creative and portrays a story. Motorists driving on highways are attracted by ingenious and indulging billboards on every highway across India, whereas trains and busses are filled with awareness campaigns being sponsored by NGO’s, INGO’s and the Government.
With digital equipment becoming cheaper every day and because of the Digital India rostrum, the field of Out Of Home Advertising India or the OOH Advertising India is being gradually taken over by the companies. GIFs depicting beautiful Bollywood actresses with pretty smiles or actors with bulky chests, endorsing products are replacing the orthodox prints on the billboards and posters. These digital posters placed in the saturated market of adverts attract the undivided attention of the consumers and are engraved deep in their memory. Digital texts on busses and metros informing customers of the schedules and destinations are also becoming a common site improving the ease of travel. Also, caution and awareness statement like “Please put on your seat belts” and “Speed Kills” are awareness adverts being used by different branches of Indian Government. In addition, user centric ad is the new dimension that marketing advocates are pursuing in order to provide relevant advertisements to their target customers. This approach is taken as the new face of Out Of Home advertisements, where brick and mortar stores can send relevant ads to the mobile devices of the customers near their stores through Wi-Fi or NFC. The innovative approaches of digital advertisements are very indulging which make folks stop and stare at the ads, which is the best case scenario for any marketer.
India being one of the biggest markets in the world is still lagging behind in innovative marketing techniques. With various marketing methods being employed as a mixed-marketing approach, Out Of Home advertisements in India have become a go-to approach to reach the consumer base as a low-cost method with maximum indulgence and reach.