The surprise element in a Digital OOH ad campaign is a must!
“Digital OOH will grow by leaps and bounds in this decade. According to the recent PWC Report, the OOH advertising industry in India will grow minimum at the rate of 30%-35% in the next few years. In today’s world No of screens/LCD do not matter. What matters is the strategic location at which the screen is put up, how many people it can reach and what kind of content it carries and how well it can engage and interact with the TG. The surprise element and uniqueness in Digital OOH is a must.” says Veerendra Jamdade, CEO & Director Technical, Vritti i-Media.
In this one on one with Veerendra MediAvataar.com tries to find out all about one of the oldest medium in its new digital beginning.
1. OOH is an oldest medium yet so unorganised, what’s you take on it?
OOH advertising on hoardings, bus panels, fleet cars ,Bus stand branding etc are dictated at the city/metro level where the municipal corporation gives contracts to local players in every city turning many small vendors into media owners/. This has resulted in OOH being so unorganized. Moreover advertisers find it difficult to control and track the outdoor media as it does not have the desired transparency and thereby creating fear in the minds of advertisers about OOH advertising and its execution.
2. Digital OOH is extremely popular worldwide, how is it shaping up in India?
Digital OOH will grow by leaps and bounds in this decade. According to the recent PWC Report, the OOH advertising industry in India will grow minimum at the rate of 30%-35% in the next few years. In today’s world No of screens/LCD do not matter. What matters is the strategic location at which the screen is put up, how many people it can reach and what kind of content it carries and how well it can engage and interact with the TG. The surprise element and uniqueness in Digital OOH is a must.
3.The clients that you service, what make them chose digital OOH medium for taping the rural audiences?
Our uniqueness is the digital audio part in our medium clubbed with content i.e. The passenger information system announcing the bus departure and arrival timing. This information is very relevant for a MSRTC bus traveller resulting in 100% guaranteed listening. Also advertising on MSRTC bus stands help our clients to reach 10.3 crore people per month on an average. Unlike radio, this medium does not provide an option to change channels to the listeners. This medium is dynamic in nature and the content can be customised according to location/region or based on the season pattern.
4. Still India’s major population is in Tier-2 and Tier-3 cities, do you think that audio and audio visual outdoor medium has a good impact on these cities?
Yes audio medium has a great impact on Tier 2 and Tier 3 cities. This medium gives high reach, compulsory listening and dynamic content. Our customers like Lokmat, KBC (SET India), Star Plus, Star Pravaah have fully exploited all these features to get maximum mileage and impact amongst small town people.
5.Throw light on the kind of campaigns Vritti i-Media has come up with?
a. Lokmat– the Lokmat campaign was taken up to drive sales at newspaper stalls. Daily news headlines were announced across bus stands from 6 AM onwards. The concept was of broadcasting the headlines and motivating people to buy Lokmat newspaper from stalls. It has been borrowed from the concept of” Aaj ki Taaza Khabar” shown in films where a boy runs around selling the headline.
b. SBI– SBI did a teaser campaign for 20 days using our audio medium for home loan takeover across Maharashtra and they promoted it across 20 District level ST Bus stands
c. Water Supply Department-‘Jal swarajya’ a campaign to promote clean drinking and potable water by boiling and filtering was a great success. As a result, 98% of people heard the communication & schemes while 90% of them implemented in real lives.
d. HUL: HUL wanted to create awareness about Lux Sandal and cream bathing, a new variant of Lux Soap among consumers in the tier 2 and tier 3 cities. This variant of Lux was meant to target the ladies of Maharashtra where Sandal, or chandan as it is popularly known, is considered to be very good for the body and makes the skin softer. As a result any soap made of chandan sells easily in Maharashtra. HUL wanted for there to be an increase in recall about Lux Sandal and Cream soap in the target market as opposed to competitors in the same category as well as an increase in the market share of Lux Sandal and Cream soap in tier 2 and tier 3 cities by highlighting the benefits of using this soap.
The audio advertisement jingle was created and ran for duration of 30 days from the 15th of December to the 15th of January. HUL wanted to have all the ST Bus stands that were under Vritti i-Media and therefore the same jingle was run across all of the 85 bus stands under Vritti i-Media without any changes in the advertisement. This included urban, semi urban and rural locations like Pune- Narayangaon, Solapur- Barshi, Kolhapur, Marathwada – Beed and Vidarbha – Yeotmal.
6. How these campaigns have benefitted the respective clients?
Lokmat Campaign: The campaign helped Lokmat Media in creating excitement in the audience and increasing the readership base for the newspaper. The campaign also gave increased counter sales at the campaign locations alongwith a good brand penetration.
SBI Campaign: While the 20 day campaign generated Rs 550 crore worth of enquiries, the communication also gave examples of a sarpanch (headman) of a village talking about availing loans and repaying on time. That way SBI was able to touch upon NPAs (non-performing assets) arising out of non-payments
Water Supply Department: According to a survey conducted to test the effectiveness of the campaign, 100% respondents felt that the ‘Sujal Maharashtra-Nirmal
Maharashtra Mission’ advertisements played on the ST Stands spread useful massages
among the passengers/commuters on the Stands. According to 98% respondents,
messages (given through Audio Advertisement Systems on ST Stands) spread awareness
and were implemented by audience. 90% people implemented it in real lives. This validated the impact of the campaign.
LUX campaign: Once the ads were aired, it could be seen that there was a positive response from the target market. We conducted a survey with 100 women at bus stops to test the response of the audio ads. The findings showed that there was a deeper emotional connect to Lux Sandal and Cream than compared to other soap brands and women preferred using it rather than other soaps. The survey also pointed out that the amount of people using Lux Sandal and Cream was at a very high level which was 71%. The soaps fragrance and color were found to be the most liked attributes. 19% were of the opinion that the soap had a good effect on skin and made it smooth and soft. Even amongst non users of the soap there were favourable comments as a great deal of them confirmed that they would like to try Lux Sandal and Cream soap.
7. This medium surely provides superb reach but does that ensure quality?
Yes, it provides good clarity in sound. As the sound levels are monitored through our micro processor based hardware, sound quality is taken care round the clock. In our recent survey conducted in association with A C Nielson, showed that the announcements were clear and audible.
8. Do you see more and more companies adopting digital OOH for their brands?
Yes, we see this as the beginning era of digital OOH. We are seeing more and more companies from different sectors adopting this medium to reach the rural markets in Maharashtra. Lately, we have undergone successful associations with companies in FMCG sector like Parle products, Entertainment channels like Star Plus, Star Pravaah,9Xm Jhakaas Marathi Channel.
9. Out of the two kinds you deal in which one has brought you greater returns?
Audio medium is an established medium as it has been in the market since 2007 whereas audio visual medium at the highway food malls was set up in 2011 and is a very new medium to compare.
10. How do you see your competition?
We love competition and but we don’t see any direct competition. In terms of the technology used to conceptualize and execute on the audio advertising medium, the competition is way behind. For instance, our service helps brands reach to remote locations like Nandurbar and Gadchiroli where the audio systems work without any manual intervention over a low band internet connection. Moreover, our experience of over a decade in the rural and small town markets of Maharashtra helps us emerge as rural market experts thus helping most of our clients in conceptualising and executing the campaign.
11. What is in the pipeline?
a. We are working closely with Outdoor Media and Creative agencies to provide effective communication tools to advertisers targeting rural markets of Maharashtra.
b. We intend to expand our Audio Visual network across different highways in Maharashtra
c. In terms of future campaigns, we are likely to get associated with FMCG brands like HUL, Emami from FMCG. In Banking are likely to get campaigns from BOI and ICICI bank. In Telecom we are likely to get work from Vodafone.
12. What are your plans to expand in the other parts of the country?
We are planning expand our audio network to Gujrat, Tamilnadu, Karnataka and Andhra Pradesh in the near future.
Covered by Mediavataar