OOH medium preferred by the brands in 2013: Sanjeev Gupta

The tough market conditions have compelled various brand categories to advertise on out-of-home medium in the year 2013. Brands were looking up to the medium to make up for the low sales period persisted due to economic slowdown.

Prospects for out of home as communication segment has brightened as brands go on marketing overdrive. However, spends were not as high as in the previous years. We at Global Advertisers believe that there are good avenues to explore in outdoors when the sentiments of the market are looming.

There are few reasons why brands included outdoor advertising in their media plans in 2013:

More buyers on the road…

“Outdoor campaign appeal directly to the consumers: this medium connects with the end consumer and establishes a personal connection to leave a lasting impact on them. During the season time, out of home advertising increases effectiveness, creates greater impact and generates higher engagement with audiences. With the general tendency amongst consumers to save money while shopping, these outdoor campaigns influence the buying decision of customers mostly. Thus, brands are on the lookout for multiple avenues to attract consumers – be on the streets or inside a shop.

Suitable for all budgets

Slowdown times force companies to tighten their marketing budgets. Thus, it becomes imperative for brands to use their money smartly. The outdoor medium has the least spillover effect in comparison to other media vehicles. Outdoor advertising is an effective way to communicate with the masses and the perfect gateway which helps brands to engage with customers and also has high re-call value.

Thinking beyond the walls

There is a lot of creative freedom in outdoor advertising with the creative, locations, need, size, and for many other specific reasons. OOH media can complement brands’ communication strategy by showcasing innovative and creative outdoor advertising, reaching out to the world on the move. It spreads message to diverse target groups and create an admiration in the minds of the audiences

Taking a brand to customer's doorstep

Today, localisation of advertising campaigns and promotional activities has become an important factor for brands, the main reason being that it can boost brand awareness and sales. It also deepens the connection due to the fact that people feel the impact more if a message is conveyed to them in a language that they understand the most.
The stronger the understanding, the stronger would be the urge to buy a product. 


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