First sign of human intellegence and creativity ????? any one ??? to my mind those were cave paintings.
First Outdoor campaign that i remember ?? visible for miles, of train travel on my regular journeys from Agra to Delhi.
"RISHTEY HI RISHTEY , MILEN PROF ARORA 28 RAEGERPURA KAROLBAGH" such power , consistent use of outdoor for miles of railway tracks.
from those days of brick and lime paints, to vodafone zoozoos, nokia gleaming LED boards at airports times might have changed , technology sure has changed. media landscape has changed drastically. but what has not changed is the expanse of outdoors.
In fact it has evolved to a bigger , nicer, nicher medium. which can speak to whom so ever you want to.
Clients ask me about the efficacy of outdoors vs tv vs print !
They use outdoors extensively.
They create WOW, Lure Advertisers using OOH and the advertisers emphasize on print and TV for efficacy and delivrance. WTF ???
All clients across categories are asking for data measurement,before they put thier monies on OOH.
My questions are :
Is it not obvious that more people are Out of Home then they were 10 years back.
Hasn't the travel time increased drastically for all of us ?
Don't we all go to malls, movies every alternate weekend ?
when was the last time we or any of our friends, whom we suppose as consumer was home for the TV show, and enjoyed reading in morning newspaper at leisure ??. I don't remember that for years.
We all get stuck in jams, we all hear about urban voes, we all hear about expanding tier 2 cities, but we need data to take decisions on comman sensical approach.
When was the last time , you used to data to choose your life partner ?
When was the last time you use you analytic skills to measure any of your passions, music, photography travelling etc.
To my mind :
OOH offers us a unique mix of media and creativity
It needs and method and madness
Its needs planning and passion
Most importantly it needs comman sensical, consumer centric approach to adress real time issues ( brand, sales, consumers) in real world active places.
OOH can contribute in starting conversations about the brand when people are active.
A good TV ad can start a FB conversation, a good OOH engagement as an extension will start the real life magic,
I wish we could get over the myth of likes, TRPs, GRP, IRS. and use a typical "LALA" mindset.
"Jo dekhage, woh bikega "
All these points , some depressing give me a beleif that OOH will be the powerful medium for communication and conversations. As it has been since the start of civilization.
On a lighter side : we are as old as world's oldest profession., if thats not going anywhere, so are we.
First Outdoor campaign that i remember ?? visible for miles, of train travel on my regular journeys from Agra to Delhi.
"RISHTEY HI RISHTEY , MILEN PROF ARORA 28 RAEGERPURA KAROLBAGH" such power , consistent use of outdoor for miles of railway tracks.
from those days of brick and lime paints, to vodafone zoozoos, nokia gleaming LED boards at airports times might have changed , technology sure has changed. media landscape has changed drastically. but what has not changed is the expanse of outdoors.
In fact it has evolved to a bigger , nicer, nicher medium. which can speak to whom so ever you want to.
Clients ask me about the efficacy of outdoors vs tv vs print !
My comman sensical submission is, what does HT do to promote "no TV day", what does Times of India do to give larger then life imagery to aman ki asha , what does sony, color, star, zee do to promote their new shows.
They use outdoors extensively.
They create WOW, Lure Advertisers using OOH and the advertisers emphasize on print and TV for efficacy and delivrance. WTF ???
All clients across categories are asking for data measurement,before they put thier monies on OOH.
My questions are :
Is it not obvious that more people are Out of Home then they were 10 years back.
Hasn't the travel time increased drastically for all of us ?
Don't we all go to malls, movies every alternate weekend ?
when was the last time we or any of our friends, whom we suppose as consumer was home for the TV show, and enjoyed reading in morning newspaper at leisure ??. I don't remember that for years.
We all get stuck in jams, we all hear about urban voes, we all hear about expanding tier 2 cities, but we need data to take decisions on comman sensical approach.
When was the last time , you used to data to choose your life partner ?
When was the last time you use you analytic skills to measure any of your passions, music, photography travelling etc.
To my mind :
OOH offers us a unique mix of media and creativity
It needs and method and madness
Its needs planning and passion
Most importantly it needs comman sensical, consumer centric approach to adress real time issues ( brand, sales, consumers) in real world active places.
OOH can contribute in starting conversations about the brand when people are active.
A good TV ad can start a FB conversation, a good OOH engagement as an extension will start the real life magic,
I wish we could get over the myth of likes, TRPs, GRP, IRS. and use a typical "LALA" mindset.
"Jo dekhage, woh bikega "
All these points , some depressing give me a beleif that OOH will be the powerful medium for communication and conversations. As it has been since the start of civilization.
On a lighter side : we are as old as world's oldest profession., if thats not going anywhere, so are we.
Interesting read.....
ReplyDeleteA point of view is worth millions in typeset :)
The issue is not as much as "jo dikhega woh bikega " but kitna dikhana hai aur kitna bechna hai ....
Interestingly some org teams do not push the sale oppurtunity as much as it exists for the simple reason , next years AOP will be based on this years performance and organic growth thereafter.... seedha matlab - PLI gets affected....
There are lots of examples - dyaan se dekho sab dikhega :)
OOH is good as a reminder medium or strategically placed as a call for action trigger , it should not be taken as the mother of all mediums... in fact no medium is absolute - its the culmination of different vehicles at diffrent interjection points .... no point having viagra OOH in a kindergarten school - the kids cant be the TG and the parents still aint there yet , or the kids wouldnt have been there in the first place ( lolz ).
Cheers :)