ITV

Tag: OOH

  • Parle goes outdoors with new litter free campaign

    Parle goes outdoors with new litter free campaign

    MUMBAI: Media and manufacturing industries are abuzz with talks of Parle Products new Out Of Home (OOH) campaign in Delhi-NCR that upholds its pan India ‘Litter Free’ CSR project, backed by television ad campaigns.

     

    Parle Products general manager marketing Pravin Kulkarni said, “The OOH campaign is aimed at capturing our youth’s attention, in their environment, with peers and passers-by; prompting conversations and driving them to take responsibility and stop littering. We are already seeing that littering has reduced in targeted locations.”

     

    This high decibel awareness campaign, which took Cyber City and Cyber Hub by storm, has been developed by Havas Media Group’s OOH and activation brand Havas Media Active, whereas the TV commercial (TVC) and poster has been created by Thought shop Advertising and Film Productions chief creative director Vipin Dhyani.

     

    When queried about their choice of venue, Havas Media Group India CEO Anita Nayyar explained, “We decided to take the OOH route and zeroed in on Delhi-NCR to catch en-mass this audience. To give a sense of scale, only Cyber City has 4 lakh working professionals and 50,000 visitors every day, which this campaign is addressing.”

     

    As part of the campaign, OOH TV screens in buildings are playing three variations of the Parle Litter Free TVC – the Corporate Boss, the Class Monitor and Lady in the Shopping Mall looking for Mr. Clean. Along with captivating messages like – “Apnegharkosaafrakhnasabkoatahai. Tohsadkonkokyonahin?” and “Yehkachrewala ka kaamhai. It’s everyone’s responsibility,” the campaign makes it impossible for passersby to ignore the message.

  • Tonic Media looks to boost brands’ growth on social media

    Tonic Media looks to boost brands’ growth on social media

    MUMBAI: Traditional marketing comprised being heard on radio and television and being seen on print and Out of Home (OOH) as part of brand campaigns. However, today a brand campaign is considered incomplete without a presence on social media. After this, sustenance through constant engagement too is key as new brands make inroads. In a scenario of clutter and cutthroat competition, digital agency Tonic Media has been aiding brands to achieve this and more. The portfolio for Tonic is quite diverse ranging from entertainment, FMCG, to quick service restaurants.

     

    Speaking to Indiantelevision.com, Tonic Media founder and CEO Chetan Asher says the agency had a first mover advantage since it launched in India when the digital space had not really grown here. “We did a lot of work outside the country as we have a presence in the Middle East. Trends generally break in the western part of the world first. We picked up those trends and started applying it here,” he informs.

     

    Some of the brands that complete its roster include the Multi Screen Media bouquet of channels including Sony Pix, AXN, Sony Max, Sony Entertainment Television and Sony Mix. It also works with the National Basketball Association (NBA India), eBay India, McDonald’s India and Neutralite amongst others. Tonic also works with various mobile apps and websites.

     

    Elaborating on how the team goes about designing a digital campaign, Asher says that each campaign is different and they closely work with clients as partners. “There is a lot of understanding on how inter departments work. For example, we work very closely with Sony Entertainment Television with their programming and marketing teams. They also bring in their consumer insights and research. We have a common creative pool that then brings together solutions that can be applied,” informs Asher.

     

    Tonic Media prides itself on coming up with a number of firsts like the browser – mobile integrated game for Pix. One could play a game on the browser using their mobile phones. On the ninth anniversary for eBay, it did a live interactive show with Suresh Menon, wherein he donned the hat of a bouncer and in order to get invited to a party, fans had to make him laugh. “He would personally respond to each comment and tweet that came. It was live streamed. We have done a lot of creative work, which is a first of sorts. That differentiates us from the rest,” he states.

     

    Asher is of the opinion that other digital agencies largely execute but they don’t go beyond a strategy or research that is handed over by a client. Tonic Media, on the other hand, has already built capabilities to do research and deep dives a lot into the target audience and then comes up with a robust strategy. “We have also got a lot of main line learnings and applied it to digital as finally it is about communication but the medium might differ,” Asher says.

     

    In the Middle East, Tonic Media has a team of five people while in India, it boasts of 62 employees. At any given point Tonic Media works with close to 20 to 25 brands each year. Industry experts suggest that each digital account win is approximately Rs 1 crore per year. Going by this figure, Tonic Media most likely sees minimum revenue of Rs 20 – 25 crore per year.

     

    Asher credits his young and energetic millennial team at spotting various trends.

     

    According to Asher, Tonic Media witnessed a growth of 100 per cent last year. “With some big brands already on board and our presence in the Middle East, our plan is to grow these aspects. We will also be focusing on local and international acquisitions,” he informs.

  • “Emerging categories are looking at digital as it is cost effective to reach the TG”: CVL

    “Emerging categories are looking at digital as it is cost effective to reach the TG”: CVL

    One of the most awaited report, which brings out the trends of advertising spends for the calendar year, was released by media agency GroupM on 2 February. Called ‘This Year, Next Year,’ the report highlights a marginal increase in the AdEx: from 12.5 per cent in 2014 to 12.6 per cent in 2015.

     

    Inaugurating the report, GroupM south Asia CEO CVL Srinivas said, “With achhe din at the centre, we are hoping that things will only go upwards from here.”

     

    The media agency has forecasted the nation’s advertising investment to reach an estimated Rs 48,977 crore in 2015. Digital, as per the report, will show maximum growth with 37 per cent in 2015, which had been growing at an average rate of 35 per cent over the last two years.

     

    With the whole industry looking very positive, Indiantelevision.com’s Seema Singh and Meghna Sharma caught up with Srinivas to get a few insights on the released report and the way forward.

     

    Excerpts:

     

     

    What is the highlight of ‘This Year Next Year’ findings?

     

    We have just released GroupM’s ‘This Year Next Year’ ad spent forecasting and GroupM is forecasting ad spent growth of 12.6 per cent this calendar year, which is January to December as compared to the previous year. We are in the same level as we were last year, which we estimated to grow at 12.5 per cent.

     

     

    General elections helped increase the ad spent last calendar year. Wouldn’t World Cup 2015, Indian Premiere League and Delhi elections help boost AdEx?

     

    To an extent, the World Cup 2015 and the other opportunities offset the fact that we don’t have the general elections this year. Because last year, minus the general elections, the total AdEx grew at over 10 per cent. So on a like-to-like basis, if we remove the general elections, then the AdEx is growing from 10 odd per cent to 12.6 per cent, and this is definitely a growth with the rest of the industry. But if you bring the general elections into play, looks like we are in the same zone.

     

    We see this year, once again, to be strong for e-commerce. While the base is still small, we expect them to increase their ad spent anywhere upwards of 50 per cent. We also see a good year for segments like auto and BFSI. Not only this, FMCG which is a very big contributor to the AdEx, while will be a bit under pressure, is expected to be steady on their ad spent.

     

     

    The report also highlights the growth of digital. How do you see Star India’s Video on Demand (VoD) platform hotStar and MSM’s Sony LIV adding to the medium?

     

    Digital has been growing, in fact by about 35 to 40 odd per cent year on year for the last many years and we forecast the ad spent growth by about 37 per cent for the current year and I think the reasons for that would be:

     

    1) Lot more penetration of smartphones and we are seeing better infrastructure and hopefully we will see better bandwidth in months and years to come, and therefore using smartphones to connect with consumers with lesser wastage is a trend that will only catch on from here.

     

    2) The other contributor to the digital ad spent will be digital video. The fact that as Indians we love consuming video on content and we are one of the highest consumers of video online, plus there are a lot of platforms opening up for video consumption, large broadcasters are launching their own platforms to disseminate content and hence more opportunities for advertisers on digital media.

     

    3) A lot of emerging categories are looking at digital, because it is very cost effective for them to reach out to the target audience.

     

    So all said and done, digital will see a strong growth.

     

    What about broadcasters who are launching new channels?

     

    TV, despite having a high base already and contributing to 44 per cent of the total AdEx, according to our estimate, will continue to grow at healthy double digits. Also this year, we have opportunities like the World Cup and various programming initiatives being taken by channels. We also have some increase in the supply that is available across newer channels. So overall, we see the medium to grow this year as well.

     

    The report shows a drop in OOH. What’s the reason for that?

     

    We have estimated that OOH will grow by four per cent this calendar year. I think these are estimates of what each medium will do. But the bigger story is that there is huge opportunity to grow across media.

     

    We are still a nation, which is under branded and we are still scratching the surface when it comes to smaller towns, geographies, which are regional and we need to get more and more of those brands and clients to advertise. I think, the more we do that, the more we can open up revenue opportunity for media players in this industry.

     

    The sky is the limit for all media – be it radio, OOH or print and hopefully 2016-2017 onwards, one would see the industry moving at higher growth rate when consumer sentiment improves and one actually sees off takes going up on the ground.

     

    You have also stressed on native advertising being the trend to watch out for. How can one implement this?

     

    It is one of the formats of advertising, which is gaining in popularity because of more consumption of content of digital media of smaller screens. So you cannot always use the same content or format of advertising for different screens and different modes of consumption. On smaller screens content is consumed on the go and is quick and easy. The consumption is very different and so there needs to be a different style of advertising.

     

    Native advertising has been born out of this change in consumption habits. It is one form of advertising and will not override all the other forms of advertising because you will still need the traditional storytelling and brand advertising, but it’s definitely a format which is here to stay and provides opportunities to brands to communicate and connect with its consumers.

     

    Last year, GroupM revised its report. Will you do that even this year? If yes, will it be upwards or downwards? Do you think ‘Achhe Din Aa Gaye Hai?’

     

    The way we do the study is that we put out the number at the start of the year basis all the analysis that we do through our intelligence and analytics team. We get a chance to review our numbers in the middle of the year, because by then we can get real data and numbers. So we are able to go back and test our hypothesis and take a call if we have to revise our numbers.

     

    Currently, it is very difficult to say if we will revise our numbers and if so, upwards or downwards, because it will all depend on the performance of the first five-six months. But if at all, we will need to revise the numbers, we will do it in July and not wait for the end of the year.

  • Global Advertisers appoints Archana Singh as senior business development manager

    Global Advertisers appoints Archana Singh as senior business development manager

    MUMBAI: Global Advertisers has appointed Archana Singh as senior business development manager. She will report to the company’s MD Sanjeev Gupta.

    Singh’s core responsibility will entail developing and managing new business at Global. She is a graduate of Mass Media Studies, and was formerly a business development networker correspondent.

    “Archana brings her knowledge of the media industry, her insights into the creation and broadcasting of content and her experience with business development to the table. We are confident that these qualities will help her in doing justice to the responsibilities that we have placed on her able shoulders,” said Gupta.

     

  • 2014: A year of challenges and achievements for OOH

    2014: A year of challenges and achievements for OOH

    The year 2014 has been a challenging one for some sectors of the economy and a time of hope for others with the coming of the new government at the center. Overall, both trade as well as manufacturing have been sluggish. Outdoor like other advertising platforms is a barometer of the health of the economy. OOH grew by a 15 to 20 per cent in the last one year despite increased competition, unenthusiastic buyers and galloping inflation.
    In this scenario marked by rising operational costs, stiff competition and high inventories, Global responded by innovating its price, product as well as service offerings. We created Asia’s biggest hoarding in Bandra, threw a rope to cash-strapped real estate firms by offering barter deals and flexible payment options and offered complimentary PR and social media support.
    We have entered an interesting phase as far as the real estate sector is concerned. High rates of interest on home loans coupled with rising unit prices have built up big inventories as high as 15 months in some parts of the country. In this situation marked with serious cash flow issues, real estate players are offering discounts, easy payment facilities and other facilities to attract clients. Global is meeting this challenge by offering hoardings on EMI, and on barter to its builder clients across India. Mumbai’s buyers, who wish to invest in a second home as well as holiday villas and plots, have to be made aware of projects in markets that offer more reasonably priced properties with better ROI. We are making special efforts in this direction and have executed several campaigns in the last few months – the latest being for XRBIA in Pune which was a grand success.    

    If I have to note one big highlight in the year behind us, it would be the marked improvement in political campaigning. All parties led by the ruling party at the centre used OOH as a primary medium to send their message across to voters along with digital and social media. The last Lok Sabha campaign has changed the face of election campaigning in India for ever. This is good news for OOH as well as for advertisers in general as it underlined like never before the power of OOH as a medium.

    OOH has a long way to go before it can serve the grand designs of our PM to turn India into a global manufacturing hub. We continue to struggle with red tape, lack of standard norms and arbitrary levies and delays in decision making. There is also an urgent need for transparency, regular monitoring and a system that measures OOH media on the basis of accepted metrics. In several cities there are restrictions on erecting digital billboards that come in the way of developing new properties. These factors come in the way of growth of those in the outdoor business and also create trust issues between service providers and clients. One hopes that the PM will look into all these issues and work towards the creation of standardised guidelines for outdoor properties that include new, better, and transparent rules for the erection, leasing and licensing of billboards and other outdoor media.      

     (These are purely personal views of Global Advertisers MD and CEO Sanjeev Gupta and indiantelevision.com does not necessarily subscribe to these views.)

  • Aaj Tak’s perception driven OOH campaign

    Aaj Tak’s perception driven OOH campaign

    MUMBAI: To showcase its clear dominance in the news category, Aaj Tak has launched an out-of-home (OOH) campaign in the national capital.

     

    The focus of the OOH campaign is to create high visibility and also position Agenda Aaj Tak dominantly. The thought behind having high decibel visibility in the city was to create a massive communication and awareness around the annual event and making it as the destination event that holds the power to set the country’s most important priorities. The OOH creative effectively symbolised the theme of Agenda Aaj Tak with the main element being hand holding the mike in the shape of the torch with LED flames.

     

    “We had taken over 65 OOH sites across key high visibility locations across Delhi/ NCR. The idea was to capture the driving audiences’ per caption and huge impact media i.e. OOH ensured maximum visibility across the city,” says TV Today Network marketing and strategic planning and research VP Vivek Malhotra.

     

    The OOH campaign was backed with a 360 degree marketing plan to have a high recall and respect for the summit.

     

    The campaign was executed through Zenith Outdoors and Alakh Advertising & Publicity.

  • Global creates a successful campaign for XRBIA

    Global creates a successful campaign for XRBIA

    MUMBAI:  XRBIA appears to have arrived at the mix of real estate marketing: affordable units, a fixed rate home loan at 7.25 per cent and an innovative outdoor media mix plan in Mumbai and Pune by Global Advertisers.

     

    The OOH agency has succeeded in crafting a campaign to attract buyers and investors to XRBIA with Times Property being held from 27 to 30 November at BKC in Mumbai.

     

    The campaign according to the agency has scored a number of firsts.  For example, no Pune-based builder has launched a campaign of this size in Mumbai, so far. The 7.25per cent fixed rate home loan being offered by India Bulls is also a first, as is the response that the campaign has attracted for the brand. The outdoor campaign in Mumbai and Pune was spread over seven days, and employed three distinct creative artworks.

     

    XRBIA CMO Pradeep Iyengar said, “We had some big and bold ideas that needed urgent action. We trusted Global to coordinate and execute those ideas, and they did! We are very happy with the footfalls at the venue, and there are three more exciting days to go.”

     

    The Eiffel Group (XRBIA) is based in Pune with realty footprints in Mumbai, Nagpur, Delhi and Bangalore with over 25 million sq. ft. of existing development and 119 million sq. ft. of planned projects.

     

    Global Adverrtisers MD Sanjeev Gupta commented, “At our end we moved fast with our vendors, service providers and team members to ensure timely delivery. The results have been very heartening on the very first day. I am grateful to my team of marketers, media planners, vendors and all the people at XRBIA who made this happen.”

  • Tata Docomo retains Milestone Brandcom as its OOH agency

    Tata Docomo retains Milestone Brandcom as its OOH agency

    MUMBAI: Tata Docomo has retained Milestone Brandcom as its OOH agency following a recent pitch.

     

    Milestone has been the incumbent agency on board for over four years and this time the agency bagged the outdoor media mandate for two additional regions, namely Delhi and Rajasthan.

     

    Building on their incredible portfolio, this is another feather in the cap for Milestone Brandcom as they continue to deliver the best creative services in the industry.

     

    Milestone Brandcom managing director and CEO Nabendu Bhattacharyya said, “Tata Docomo is one of the most trusted and successful brands in the country and their faith in us past four years and further mandate and our capabilities encourages us to set the bar higher. We are extremely thrilled to continue this relationship with the Tata’s and hope to achieve more milestones and set the industry benchmark even higher with our deliveries.”

  • OOH industry needs a common research currency: Haresh Nayak

    OOH industry needs a common research currency: Haresh Nayak

    MUMBAI: Remember posters all across the city walls, telling us which film to watch, where to shop or even which party to vote for? Times have changed since then. Today, from just being a reminder medium, the out-of-home business has grown manifold.

     

    Over the last decade, the sector has seen an accelerated evolution of the outdoor business in India. OOH has truly evolved from posters buying to outdoor planning and buying where it is about OOH communications i.e. consumer centric holistic thinking. 

     

    Keeping in mind that the medium can be used effectively, both strategically and tactically, to achieve brand communication objectives, Posterscope, has changed and quickly evolved to the changing needs of the market.

     

    The OOH communication group, which is growing over 60 per cent y-o-y, has launched its new tool Prism Creative across Asia Pacific. The tool, which helps clients gauge how their creative will look on the OOH medium, will reduce the amount of errors, thus helping clients to visualise their campaign better.

     

    The tool, now available to Posterscope clients across the region, will visually show if an advert isn’t suitable for OOH media – with too much text, unsuitable colours or layout errors, and campaigns can be changed before they run.  Prism Creative has the facility to switch from day to night visuals, play digital videos and do a distance check of creative.

     

    A team of five people worked for almost six months talking to clients, vendors and agencies in 10 countries, taking their feedback and then worked with the development team to get the tool rolling. “Simple, useful tools such as these are instrumental in growing our clients businesses as we grow our own and differentiating ourselves in market place so we have a stronger offering,” says Posterscope Asia Pacific regional director Haresh Nayak.

     

    As per FICCI-KPMG 2014 report, the OOH industry has grown by 5.5 per cent CAGR from 2007 to 2013. “Tier II and III markets have been the focus for the last year. And this continues to grow this year as well showing deep penetration to the audiences in rural to create brand awareness supported with innovations and new media,” highlights Nayak while adding that last year OOH was ruled by real estate and BFSI.

     

    This year post elections, it will continue to be real estate with development in regulation of property. “Besides, FMCG has grown with the sector and will further get reactivated with the launch of products and variants,” he adds.

     

    When asked how important is OOH today in a brand’s communication plan? Nayak answers, “Customer engagement is the new mantra for advertisers and the OOH space is no different resulting into high impact, high reach and high recall. Brands want a way to create differentiation and outdoor agencies are working towards creating innovative and creative outdoor solution further competing with new advertising mediums such as digital, mobile and social media through media integration which will only increase in the future.”

     

    Even though, the OOH industry in India is growing at a stable rate, it can grow exponentially if the sector is able to get a few things right. For instance, the sector does lack good research and accountability mechanism in India. “Though a lot of agencies have their own research but the industry needs a common research currency. Also, good trade practices will go long way. Things like quality benchmarking, trade licensing etc if mandated and standardised will only help the industry to grow further,” Nayak believes.

     

    Also, as cities grow, the clutter in outdoor media will only increase and this is a genuine concern for trade professionals. In India with the increase in clutter, the quality of media is not improving and hence, it will kill the medium in the long run. The two key elements needed to stand out in this medium are innovation and engagement sustaining the brand message. “With the changing scenario where consumers are spending a lot of time out of home, the crucial thing is to be consistent with the brand value, to ensure that the message is delivered effectively  and to be as innovative as possible to reach out to the consumers in the cluttered environment,” concludes Nayak.

  • SBI selects Global Advertisers for outdoor promotion

    SBI selects Global Advertisers for outdoor promotion

    MUMBAI: Global Advertisers has once again won the account of State Bank of India’s outdoor mandate.

     

    Despite tough pitching against the media agencies, the OOH agency got the deal on the basis of best rates, innovation and widest range of premium inventories. The agency’s mandate is to promote Systematic Investment Plan (SIP) of SBI pan India, covering 21 cities.

     

    In order to create awareness and increase the number of investors for SBI, Global Advertisers engaged its finest hoardings and bus media at the strategic locations in all cities.

     

     “We are driven by the philosophy of quality service and assured returns for our clients. At Global we conceptualised the campaign keeping in mind the high visibility for the brand and the existing competition level. The campaign aims to help potential investors in SIP by guiding them about the market risks and benefits,” said Global Advertisers MD Sanjeev Gupta.

     

    He further added, “We are glad to meet the expectations from our client, being the top brand in the banking sector. SBI showed deep faith in our approach and the impact of our campaign is out for everyone to look at.”