As predicted by many media reports last year and this year, telecom has been instrumental in spearheading the growth and fate of OOH advertising in India. If a few mobile phone brands have used OOH as the most creative and effective medium, we can’t skip the name of Gionee. From using LED battery bars to denote the long battery life of the phone to showcasing the effectiveness of selfie lights – each positioning was tried, tested and succeeded on billboard space by this Chinese smartphone manufacturer. Outdoor Asia chats up with Nomit Joshi, Assistant General Manager – Marketing, Gionee India.
In your total ad spends, where does OOH stand? How do you justify the spend?
See, right now, we are spending some 20%-25% of our total spend on OOH. The percentage is substantial because we are not using OOH as reminder medium like many other brands. For launching all our important campaigns, we regarded OOH as the primary media vehicle to reach out to maximum TG and to create a unique proposition. We focused on the visibility in high footfall locations and hotspots. Going forward, we will have a more strategic outlook towards it, sizing down our percentage to 15%. We will settle down for big sized media and premium image building through OOH. We are counting big on airports and mall branding.
Give us a brief on your OOH campaign rollouts in recent times.
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‘Airport advertising works well for our brand'
Charu Malhotra Bhatia, Head of Marketing at Somany Ceramics Ltd talks about the brand’s outlook on airport advertising and other aspects of OOH, in an interview to Bhawana Anand.
‘OOH is the soul of advertising'
Rakesh Sharma, Dy General Manager - Marketing, Bank of Baroda talks about the banking major’s approach to OOH advertising in an interview to Pray Jani.
'DOOH is giving more brands access to the media'
Jian Tsin Hor, Managing Director, Rapport Malaysia talks about the changing contours of Malaysia’s OOH industry, in an interview to Rajiv Raghunath.
Making audience data talk
Moving Walls is taking steps to provide clients with advanced location intelligence and powerful audience targeting capabilities
Goa OOH - At the threshold of a makeover
Even as the industry has had to tackle the menace of unauthorised business, multiplicity of OOH norms and jurisdictions, there are visible signs of positive change with forward looking administrators wanting to usher in digital OOH media and regulate the business expeditiously
'Consolidation is key to sustained OOH growth'
Major constituents of the Malaysian OOH industry have embarked on a transformational journey to achieve accelerated business growth
‘Infra Development, DOOH Will Drive Biz Growth'
Amardeep Singh, Director, Ronak Advertising shares his perspectives on the OOH growth opportunities in the Thane and Navi Mumbai markets
‘If Our Concessionaires Win, Then We Win'
As the largest Metro network in the country, Delhi Metro Rail Corporation (DMRC) has many firsts to its credit. The Metro network clocks ad revenues in the range of Rs 150 crore per annum and is bullish on increasing the ad revenues through station cobranding and other innovative means. A K Garg, Director (Operations), DMRC talks about the advertising aspects. Edited excerpts:
Widescale Awareness Is Central To Green Printing Adoption
Smarth Bansal, DGM, Colorjet shares his thoughts on the factors that will drive wider adoption of green OOH printing solutions in the Indian markets
Simply Creative
Diwali Creative Places
