It’s the era of home delivery, even in advertising!

Authored by Rohit Jindal, Business Head, MyGate

We’re all living in an age of 'inertia'. Blame it on the condition of our roads, but even outgoing Indians tend to limit their trips beyond their society gates – to dropping the kids to the school bus or taking a walk around the building. Nearly everything comes to the doorstep. This ‘delivery’ phenomenon has also led to a shift in what makes up traffic on the roads today. Barely a second goes by on the road without noticing a delivery executive ferrying groceries, clothing, even furniture.

In advertising, this has implications on brands’ out-of-home (OOH) strategy as well. And brands are responding by moving some of their spends to OOH targeted directly at the gated community. Sure, brands have been doing this for a long, long time. But this time it’s different. 

A more scientific approach

Brands want to reach gated communities, but the fragmented market has led them never to place much faith in it. As a result, the default option has become the ‘No Parking’ sign, which, let’s face it, has little to no impact.

Enter MyGate, which today has 25,000 housing societies and 3.5 million homes on its app. For brands looking to harness the potential of in-society advertising, MyGate delivers the most relevant experience. Let’s find out why… 

How MyGate makes in-society advertising viable

1. Scale is finally possible: With 25,000 communities in 25+ cities, scale is no big deal. You can target communities in Powai or South Mumbai, Golf Links or DLF City all at the same time.
2. Audience curation: Brands can use MyGate to target customers based on their social and economic standing and location.
3. Seamless execution: The MyGate team collaborates with all stakeholders for seamless execution so that the brand’s focus is on the storytelling.
4. Targeted 360-degree: MyGate can also significantly bolster results by sending push notifications to residents of the same societies.

Advantages of in-society advertising 

1. Higher brand recall: Gated community OOH garners higher brand recall due to repeated impressions at key points and the possibility of pushing targeted digital ads to society residents.
2. Better impression rates: Add to this the views from passing traffic and society visits, and they offer a wider geographical spread and impressions than a single billboard.
3. Proximity: As the target audience views signage from 1-3 meters, the communication potential is higher than that of a billboard.

Case Study #1

MyGate helps a dairy brand reach a select list of 350 communities over 30 days across 2 cities.

A snapshot of campaign performance

Case Study #2

MyGate assists a quick commerce giant increase brand awareness and product discovery among 1800 communities for 30 days across 7 cities – all within its serviceable zones.

A snapshot of campaign performance

With this, the ability to deliver a relevant audience at scale, previously the hallmark of only digital advertising, has come to OOH. Why wait for your audience to come to you? Now reach them where they are.