The rise of the OOmpH factor
There are ads and there are better ads, the better ads sell and the ads don’t. it has become so much more important to connect with the consumer. And that is why it is important to set foot on the OOH segment as soon as possible. Out-of-home advertising (or outdoor advertising) is made up of more than 100 different formats. Outdoor advertising is essentially any type of advertising that reaches the consumer while he or she is outside the home and this is best thing about OOH, you see them while you are on the move and hence more scope for the impulse to act. It gives more meaning to the two way process. It is no longer what you want to communicate. It is a conversation and the conversation is becoming more active than passive. OOH cost less than what your traditional mass media would cost you and can be regionalized and can be tweaked around to find the ideal communication layout.
There is this recent phenomenon of flash mobs being used. It is a normal method in the west but the Indian public is just getting used to it. It involves a group of people who all of a sudden enact or showcase something in between crowded areas. A very cost effective method. Allen Solly had used this method of hummanequins of live models suddenly freezing in between a mall and having the latest Allen Solly merchandise on them. Novel way indeed. Although the concept is restricted to metro cities as of now it wont be long till we see this concept spread further to other tier cities.
What OOH solves is your problem of getting to the target audience. You know where to reach them out but if you don’t know if your marketing effort is going to impact them or catch their attention then OOH is the way. It has all of a sudden led to another branch of marketing professionals who concentrate in that niche alone and do a pretty good job for the buck passed to them.
What OOH let you do is carry a conversation. The brand tries to communicate something to you. You notice it and react to it instantly and follow it up.
Advertising agencies are trying to separate OOH from its included activities and hive it into another unit simply to focus on it better. So that the clients get a better deal and execution. Like Group M for WPP.
OOH has certainly come a long way from just hoardings and banners.