Out-of-Home (OOH) Media is an odd-ball amongst different media channels that a marketer has in his arsenal. It is different in many ways from your TV/Radio/Internet channels, w.r.t metrics employed for evaluation, TG segmentation possibilities, scope of innovation etc.
OOH Media does have a variety of forms to take up, be it the ubiquitous hoardings and billboards, standees, digital screens in commercial outlets like theatres (PVR, Inox etc) or Fast-food joints (McDonalds, Pizza Huts etc), Bus stands, Bus shelters etc. Let us take up the unique aspects of OOH Campaign:
Segmentation, targeting the ‘right’ customer is amongst the most convoluted of all these challenges. Geographical segmentation can be easily implemented here, but then, most marketers today tend to move past geographic segmentation, preferring demographic and behavioral segmentation tactics. The location of such a hoarding hence matters a lot to success.
OOH differs from other channels in the sense that it targets consumers when they are ‘active’ – doing some work, travelling, on their way to and from work etc. (contrary to the ‘at home’ state attacked by TV/Radio). This level of activity ensures that the customer is not really in a frame of mind to receive the marketer’s message.
Hence, OOH, more than the others, needs to be innovative to grab eyeballs. At the same time, it does not have the attention span of TVCs wherein a super-creative concept can be explained over 60 seconds. The max that Out-of-Home promotion aims to achieve is to grab attention and send across the message – all in one short glance of 2 seconds
Again, TV, Radio, Internet can be monitored pretty well quantitatively, be it TRP ratings, spectrum tune-ins, site-visits etc. But how do you measure whether a scooter rider flicked his eyes towards your display or not? Apart from some locally run questionnaires which will give us numbers for aided and unaided recall, OOH evaluation is a function of a lot many factors, many of which are out of our control.
Hence, OOH media planning is distinct from other media, and is frequently coupled with on-ground activities such as flash advertising performances. Innovatively used, it can still be a force to reckon with, a primary reason also being that unlike radio or TV, you cannot switch channels to dodge it. It is bound to be in-your-face.
Let’s take up some examples to set some benchmarks.
Scale Up : Size Matters when it is scaled up to this extent!
Buzz and OOH rolled into one (the 5 creatives here were revealed one by one from Day 1 to Day 5)
Use of Innovation:Aircel and Tata Photon
Well, Sex sells !!
Oops! – some people got ambushed
Ref: About the Videocon super-teaser : Afaqs Review