One Big Idea by Sanjay Pareek: Outdoor requires systematic improvement to become a media of choice

31 Jan,2013

By Sanjay Pareek, President, Percept Out of Home

 

In these tough economic times, for every rupee a brand manager spends, they want to know how much have they received back from the media in terms of sales or brand recall depending on the objective of the camping.

 

The out of home industry in India requires systematic improvement to become a media of choice, used across the industry category. Honestly, I don’t think there is a big idea required to propel the industry in the growth phase. Everything required is common sense.

 

All media gives a ROI for the money brands invest in them, except outdoor and therefore it is a must that the industry stakeholders should invest in a measurement index, which will offers ROI to the brands. This will help brand managers and media managers to justify the investment in outdoor media.

 

Second common sense, is that Outdoor media should be looked as an independent media, and not an extension of TV or Print for creative strategy. The brands who have used a different creative strategy for outdoor has gained far better results from this media than the brands which have used the creative strategy that are an extension of their creative strategy from TV and Press.

 

Once these issues are addressed then we can look at technology in outdoor, which will allow a dialogue with the consumers, instead of the current monologue form of communication. This could be a “BIG IDEA” which will offer wow factor to the brands, but the hygiene factor has to be addressed first and sooner than later.

 

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