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| | | | | | Is OOH'S impact really "IMMEASURABLE"? | | | | |  | | By: | Ravi M. Khanna
Chief Media & Client Relations, TDI | | | Date: | October 12, 2011 | | | Today, there seems to be a strange contradiction in India's advertising market. On the one hand industrialists and businessmen are adopting the latest advances in the technology to advertise their Brands, and on the other hand they are, may be unknowingly, ignoring the apparent and already available benefits of outdoor advertising. They sum up the reason just in one sentence -- "lack of measurability."
Apparently, without considering the advances being made overseas about OOH, they contend that no one can measure the impact of outdoor advertising, as you can in other mediums.
There is no doubt that online advertising has more measurability than OOH. But to say that OOH has no measurability at all is an exaggeration and an outdated myth, popular only in India.
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| No one can deny that online advertising is the fastest growing advertising medium. It is growing because it can not only track how long someone was on a webpage, but also how many times someone clicked on the ads on that page. By contrast, they contend, one cannot measure the return on investment in outdoor advertising. As a consequence, this form of advertising attracts very limited media spending in India, despite the fact that Indians spend a lot of time exposed to outdoor advertising.
So OOH is underutilized in India, despite the fact that it has certain unique advantages over the other forms of advertising.
Just for argument's sake, let us compare it with print or television ads which are expensive but still attract more users than OOH. What are the chances that a consumer would look seriously at an ad in the newspaper or watching television exactly when a particular ad is on it? But if the same product is displayed 24/7 (for 24 hours and seven days a week) on a billboard outside on the street near their home in an attractive and innovative way, there is a higher probability that one of these days they will see it as they pass the billboard.
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Hiyav Bajaj, Director TDI India International, is very positive about the future of OOH. He admires the unique "interactive" possibilities that an outdoor ad can have.
"Outdoor ads provide interactive and appealing brand message ensuring effective brand impression to the TG. It is an interesting fact to acknowledge how an outdoor ad which is visible to customers only when they move outdoors has the capacity to provide persuading brand message."
Another positive element about an outdoor ad says Mr. Bajaj, is that it is not restricted to any particular theme or appeal and offers more creative freedom. In fact, it gives full liberty to adopt or apply any theme which suits the promotional activity of the brand.
Also, even the measurability argument does not hold water these days.
Experts in several countries such as USA, South Africa and Australia have been working on ways to measure the effectiveness of OOH. Their systems are the first in the world to cover all the major Out-of-Home environments, including roadside billboards, street furniture, airports, shopping centers, train stations, bus stops, metro stations as well as both internal and external bus / tram signage.
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| In fact, some experts are using the mobile phone technology for measuring the number of audience of outdoor bill boards. The idea is to measure both -- the number of people in front of the billboard and the likelihood that those people might like a specific ad shown on that billboard. So their proposed system estimates the number of people based on the number of mobile phones near the billboard and then it infers people's preferences by combining location estimations from the mobile phones with listings of social events such as a Cricket match or a musical concert.
In Australia, the newly developed system is called the MOVE system. It was launched last year, after two years of research. Reports from Sydney say the system has increased the credibility and measurability of Outdoor advertising with the result that last year alone it fueled a 19 % increase in Outdoor industry revenue, and the growth continues.
In South Africa, they are using the Nielsen Personal Outdoor Device, popularly known as the Npod to make significant strides in OOH. The Npod is a device about the size of a cell phone that uses the power of the Global Positioning System (GPS) and provides demographic audience information plus reach, frequency and outdoor ratings data. Outdoor media buyers and sellers say they are able to use the audience measurements that are similar to traditional ratings data used to plan campaigns in print and also on radio and television.So some experts say that it should not take much time for the intelligent and result-oriented advertisers in India to realize that OOH is not as "immeasurable" as it seems. | | |
"There are some real benefits of putting their Brand on that strategically located billboard in a crowded street of an Indian market where the audience is almost comes face to face with the product, or a beautiful back-lit display at an airport", says TDI Director, Hiyav Bajaj.
This article is contributed by Ravi M. Khanna, Chief Media & Client Relations, TDI International. Ravi is a senior professional with experience of over 33 years in the journalism and editorial space. |  | | |  | Airport Advertising – Flying High By Leaps And Bounds!
| | | Today, airports worldwide are under immense pressure to devise new Hi-tech ways to cater to a very demanding class of travelers,whose numbers are projected to double by 2030.Some experts are confident that innovative display technology can help in a very effective way by making air terminals more efficient for the traveler, which, eventually, will also assist in driving additional retail revenue streams. These experts believe that high-resolution... Read More |
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 | |  | | | | | | | Airport Advertising – Flying High By Leaps And Bounds! | | | | |  | | By: | Ravi M. Khanna
TDI Chief Media & Client Relations | | | Date: | September 26, 2011 | | |
| Today, airports worldwide are under immense pressure to devise new Hi-tech ways to cater to a very demanding class of travelers,whose numbers are projected to double by 2030.
Some experts are confident that innovative display technology can help in a very effective way by making air terminals more efficient for the traveler, which, eventually, will also assist in driving additional retail revenue streams.
These experts believe that high-resolution public displays at airports can be a very powerful tool for reaching different target groups via large-scale digital advertising.
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| In India too, more and more Brand owners are realizing the advantages of advertising at the airports, and it is also picking up, but not at the scale it should. The number of corporate officials traveling by Air has shot up in the last decade, but it seems that they have failed to notice the drastic changes in the profile of an average air traveler.
For example, the private insurance companies have still not realized that today's air traveler is ready to pay higher premiums to manage his or her present and future risks. The result is we don't see many insurance companies advertising at the airports.
The automobile industry and the hotel industry also have not fully tapped the habits, needs and desires of today's air travelers in India.
|  | So far it seems, even the Tourism Ministry has not thought outside the box and made an effort to promote India's different vacation spots by placing their ads at the airports such as Goa airport, where a large number of international tourists are looking for other exotic spots of India to visit, after they end their holidays in Goa.
So as the time goes by, the need for airport advertising in India is also bound to escalate significantly, presenting new challenges to OOH specialists such as Laqshya Media, TOI OOH, the French outfit JCDecaux and the pioneers in the field, TDI International.
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|  | For TDI Director Hiyav Bajaj this is no surprise because his company was the first to realize this. TDI has offered airport advertising in India since 1986 and were the first ones in India to realize that Airport Advertising is the best OOH media. Says Bajaj: "I am very happy that our belief in this medium is shared by the industry as a whole. In fact as the pioneers in this field in India, we have always maintained that this is the ideal medium to tackle and target SEC AB with a high dwell time ranging from one to three hours. Frequented by decision takers and policy makers, advertising at airport has outshone all other mediums and has proven to be the "Best Value for Ad-spend." | | | Airport advertising, says Hiyav Bajaj, is best suited for high-end luxury and designer brands, and with the rapidly changing socio-economic profile of the Air traveler, it also delivers the best ROI and cheapest medium to reach SEC AB population. Also because of its interactive and innovative attributes, says Mr. Bajaj, airport ads will remain a top choice for a wide range of advertisers and media owners. |
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TDI has carried out a number of successful AA campaigns for its clients such as Videocon, Siemens, Vodafone, Audi, Mercedes, BMW, Nissan Airtel, MTS, Kingdom of Dreams, SAIL, Volkswagen,Jindal Steel etc.
This article is contributed by Ravi M. Khanna, Chief Media & Client Relations, TDI International. Ravi is a senior professional with experience of over 33 years in the journalism and editorial space. |  | |
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TDI Adds another Feather in its Cap
–This Time it is Jindal
Steel |
Sep 15, 2011
allaboutoutdoor.com Bureau, New Delhi | |
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TDI
International India P Limited has added Jindal
Steel & Power Limited one of India's major
Steel producer with significant presence in
Mining, Power Generation and Infrastructure to
its already long list of top notch customers.
Jindal Steel (JSPL) in its endeavour to expand
its brand's image across the country and to
ensure its vast reachability has entrusted the
task to TDI using their most premium display
sites and the state -of - art techniques for OOH
and Airport Ads.
For the purpose, the
highly professional and versatile team of TDI
has selected the airports of Chennai, Ahmedabad,
Pune, Kolkata, Delhi, Mumbai, Nagpur, Hyderabad,
Lucknow and Chandigarh. This widespread presence
of the brand at most of the popular Indian
Airports is to ensure the desired maximum impact
as travelers spend a lot of time waiting at the
airports – a factor known as "Dwell
Time".
To popularize JSPL's image across
the country through outdoor promotion campaigns,
TDI is using back-lit and front- lit translites,
non-lit and tri visions, all in extraordinary
large formats.
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Mr.
Arun Arora, JSPL's Sr.Vice President (Corporate
Communications) says "We have implemented the
campaign to let people know about Jindal Steel
& Power Limited and our vast portfolio that
caters to the varied customer needs in the Steel
market. The campaign has been executed at
various important airports countrywide through
TDI International India P Limited, Realm Media
and OAP. The impact of campaign that is rich and
effective is already evident through the
beautiful TDI displays across the Airports &
OOH Media. We are indeed glad to associate with
TDI for such a pioneering campaign" and look
forward to a prolonged association.
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"Our
latest association with Jindal Steel & Power
Limited for the various OOH advertising
campaigns is a matter of great professional
satisfaction and quite an asset for the entire
TDI team. 'As a company's philosophy, we always
implement client specific, tailor made campaigns
that ensure best value for Ad-spend", said Mr.
Hiyav Bajaj, Director TDI International India
Pvt. Limited.
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"It
has been one of the most rewarding experiences
to have executed some innovative OOH and airport
campaigns for one of our esteemed clients –
Jindal Steel & Power Limited that are one of
the Fab 50 Companies by Forbes Asia for 2009
& 2010. We are using a unique innovative
media mix that emphasizes on well selected
locations and large formats to create a richer
impact about the client. It is indeed a feather
in our cap to have executed and serviced JSPL's
promotion campaign ", added Mr. Sanjay Sharma,
Global Head TDI International India Pvt.
Limited.
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So,
if you visit airports in Delhi, Mumbai, Nagpur,
Hyderabad, Lucknow or Chandigarh these days, you
will find one common Ad campaign being run in
all of them. The message is from Jindal Steel
(JSPL) and it has been executed by TDI, a
pioneer in carrying out Airport Ad
campaigns.
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Airports define a synergy between brands and
campaigns, as Ramu Ramanathan finds out
Travellers at the Hyderabad Rajiv Gandhi International Airport (RGIA) cannot miss the Jaguar display which is 10ft in height and 18ft in length. The project is handled by the outdoor firm, Laqshya Media, which holds the ad rights at the RGIA for 30 years.
The six-month campaign – visible on six backlit mullion units – is a chance for the Tata-owned upmarket Jaguar Land Rover (JLR) car marque to engage with passengers departing from RGIA.
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Shashi Sinha, senior vice-president, Laqshya, says: "The campaign carries images of the luxury XF Diesel Jaguar. The six month-long campaign is in the check-in hall at the airport used by both domestic and international passengers. JLR enjoys the media location, connect dominance and a very premium media environment, which together magnifies its luxury quotient."
Three years ago, Laqshya Media was awarded the advertising rights for RGIA for a period of seven years. This is the first airport in India which is a greenfield airport project and Laqshya Media executed the project. As Sinha points out, this includes: "Planning, design, manufacture, installation and advertising displays at RGIA."
Laqshya also has the advertising rights for Colombo Airport in Sri Lanka, making it the only Indian OOH company to have gone international in airport advertising.
Focus on airports
At the recent OAC convention in Mumbai, the OOH industry was "guesstimated" to be approximately Rs 1,600-1,800 cr and growing at a rate of 10% annually.
For companies like Laqshya, airport OOH also offers them more and better revenue opportunities, as well as options for advertisers.
Digital screens mean advertisers can maximise their use of time-sensitive messages, as well as allowing the poster owner to engage with multiple advertisers on the same screen -- for example, a daily paper in the morning and an alcoholic spirit in the late afternoon or early evening - all the better if that drink is also available at the adjacent bar.
As a result, the airport space is hotting up. For instance, visual merchandising at Terminal 3 (T3) of Delhi airport will attract the eyeballs of 34 million passengers per annum. Interestingly enough, besides premium airlines and passengers, T3 has shopping areas, restaurants, bars and executive lounges.
In addition, a business centre and state-of-the-art IT and communications equipment for the business traveller will also be part of the airport experience.
No wonder Laqshya, along with French OOH specialist JCDecaux, pitched for rights for advertising at the Terminal 3 (T3) of Delhi Airport. But it was Times OOH, a wholly-owned subsidiary of Entertainment Network (India) Limited (ENIL) which tapped into the rights for advertising for 20 years. Today, Times OOH has the rights for airports in Delhi and Mumbai.
Likewise JCDecaux has the exclusive advertising concession at the Bengaluru International Airport (BIAL) where they offer "a new experience in airport advertising".
Established player
Today, 10 firms control the lion's share of outdoor opportunities, encompassing almost 250,000 panels nationwide. The situation is similar with dedicated airport branding.
One such firm is TDI (Transport Display Innovation) International India P Limited. Founded in 1986, TDI dominated the airport space. After the privatisation of airports, there was a shift. Today, the company provides advertising solutions at Chennai, Kolkata and Ahmedabad, as well as some ten or so smaller airprots in cities like Goa, Jaipur, Trivandrum and Amritsar.
"The average dwell-time at airport ranges from one to three hours" Hiyav Bajaj, Transport Display Innovation
The TDI mantra is: 'Some of these cities are new business and industrial hubs in India. And people who matter are travelling to these centres.'
Hiyav Bajaj, the director at TDI, says "Airports are a great place to advertise because they not only help advertisers target affluent decision makers in business communities, but also policy decision makers with the government and public sector."
Bajaj adds: "There's a perception that airports have a high cost of reaching the TG. In reality, the cost of reaching the TG at the airport is approximately 25% to 33% of the cost of reaching the same TG in a mass OOH environment." Bajaj says that this is due to reduced spillage and more focused TG and quality footfalls at airports (SEC AB).
These airports reach out to 38.5 lakh consumers every month. In addition, as Bajaj states: "There is an average dwell-time of one-three hours at the departures".
Unusually for a media sector where reliable metrics are hard to come by, airport travel figures have a solid underpinning, Bajaj explains: "In terms of metrics, the Airports Authority of India releases statistics of travellers at airports on a monthly basis. This is a third-party neutral number which is available to calculate reach on a regular basis. This is a significant advantage for airports compared to mass OOH where no such figures are easily available."
'Cost-effective medium'
TDI also points out that, compared to other media an advertiser might use to reach the same TG, airport OOH is cost effective - for example, says Bajaj, among the "affluent decision-making male segment which advertisers target through news and business magazines". The cost per thousand of reaching the same TG at TDI airports is Rs. 700-1600 with the advantage of much higher reach.
There are also, however, price differentials between airports. According to Bajaj: "TDI airports are cost competitive as compared to airports like Delhi, Mumbai, Bengaluru or Hyderabad which come at 3-5 times the CPT (cost per thousand) that one gets at TDI airports."
Shashi Sinha has a counter-view: In an ambience-driven location like an airport, advertisers look beyond "CPT" ... it is the quality that counts. The key is the kind of brands that are found at the airports at Delhi, Mumbai, Hyderabad and Bengaluru.
The other notable trend one sees is the shift in production methods. Ten to 15 years ago it was conventional hand paint, litho or screen. Now outdoor is a digital print technology. Most of the OOH firms don't use conventional printing technologies.
B Prasad of Printech Digital, a multi-location print service provider says: "Runs of 50-150 can be done economically using digital print."
He adds: "In the conventional printing process, the colours are more vivid and it can add value but time preparation, pre-press process and production process does not make it economically viable for Out Of Home segment where every campaign has timelines and on time production, installation of display is key to the success."
Clearly, the 'no-print' option of digital displays is transforming the advertising opportunities in the Out Of Home segment. Digital display comprises of options like LED screens and LCD screens are boosting the ad-revenue model. Most of the campaigns in Bengaluru, Delhi and Hyderabad airport have harnessed the advantages digital displays can offer in terms of time-sensitive messaging.
Bajaj says: "Airports are a proven place to target decision makers for the B2B segment. Airports work as a great medium to advertise because when people travel for business they're in decision-making mode and amenable to changes. Similarly holiday-makers are relaxed and open to changes when travelling. Hence airports are a touch point to target both decision-makers and consumers in a receptive frame of mind spending a lot of time there."
source: http://www.printweek.com/go/worldnews/article/1080380/airports-home-chic-ooh-branding/
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A busy 2010 for TDI Media Services
Nov 29, 2010
Aarti Chhabra, New Delhi |
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Sharing the secret to keep afloat Hiyav Bajaj, Director, TDI International, said, “All these campaigns are distinctively different in terms of their creatives, locations, logistics, target audience and other elements. The key to success in the ‘ out of home business’ is use of media ambient and the campaign durations. Each and every campaign was planned out meticulously, with a great deal of accuracy and |
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out-of-the box thinking.”
Adding to this, Sanjay Dayal, AVP, TDI Media services, said, “Last quarter we have added 12 brands viz: Audi, Canara Bank, Numeric Brief, Baskin Robbins etc. There are many more in the offing. We are extremely honored to our clients, who have entrusted their faith in us and we are committed to deliver our best to achieve desire campaign objective.”
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TDI has covered the length and breadth of the country, covering every possible city in the country. The activity ranged from covering cities in north east for a client like Sharp to covering more than 150 cities for Hyundai.
The Diwali campaign for Videocon & Sansui LED’s executed across Delhi, provides a good example here. The media mix of billboards, designer bus shelters, utilities and mall facades were used to create a perfect blend of conventional and non conventional OOH media that ensured high visibility at important junctions.
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The Weston TV and Appliances campaign has also been executed keeping-up to the objectives. Here the campaign was displayed in a larger than life in more than 60 locations in North India ranging from developed towns like Lucknow, Kanpur to small and remote areas like Garh and Siyana. The Billboards were strategically placed for multiple exposures and was less than likely to escape the attention of the TG.
The agency also created an unforgettable fashion night out in DLF Emporio for their client Vogue India. |
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Also, TDI worked for Siemens via Airport Advertising options at the Pune airport – again the place where they could get maximum mileage, Pune, being hub of manufacturing.
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Audi Cars have continued with their branding with TDI at the DLF Emporio which perfectly suited their target audience and helped them in generating leads.
Besides this TDI media services executed campaigns for Canara bank and Havells in Kolkata. High level campaign was recently done for Baskin Robins in Mumbai and Adobe in Bangalore. |
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Fortune Hotels has been one of the most recent campaigns executed by the agency in Gurgaon on the Metro properties for their upcoming hotel at Sohna Road.
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For the record, TDI Media Services is one of the largest networked Out-of-Home Agency in the country with 20 offices nationwide. The agency in its continual quest for provision of 360 degree OOH solutions to its clients, has taken rapid strides in the last couple of years in the increasingly relevant spheres of Retail and Activation.
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Advertising- A brand’s communication tool
Advertising is a paid form of brand, service or business promotion and requires a proper and planned budget. Creative control is one distinguishing feature of advertising. Every advertisement requires creative control. Advertising is customer centric in nature. Customers play an important role in any major or minor ad campaign because they are the one who are going to decide the fate of the ad campaign.
Some benefits of advertising include
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Popularizing your brand, idea or service to the target group
- Informing target audience about your brand or service’s presence in the market
- Encouraging healthy competition in the market
- Providing social benefits for the brand
- Increasing the sales of the particular industry
Advertising provides a major contribution to brand competition in the market. Advertising not only provides information about a product or service but also promotes innovation. Besides advertising also facilitates consumer satisfaction. The hidden fact is that no brand can progress without advertising. Big and small companies, individuals of all walks of life, major and minor events, concepts etc lay their base on advertising to get recognised in the market. Government and NGOs even use advertising to raise awareness of diseases such as AIDS, Dengue, Swine Flu etc and also for fighting terrorism.
The objective of an advertising campaign varies from one company to another. Some companies indulge in advertising to promote their product or service or to create buzz about their product while some companies indulge in advertising activities to launch new product in the market.
One checkpoint of advertising is to recognize the target market. Yes, this is a crucial strategy for any successful advertising and sales campaign. Once the advertiser recognizes his target group, the ad campaign can be deployed through different channels such as websites, newspapers, television, radio, magazines etc. Directing your advertisement in such reachable channels make the customers think that they are being addressed to. This creates a first hand experience about the brand and moulds their mindset.
Various forms of advertising are again based upon different themes. Among the various themes of advertising, motivational advertising is one of the effective themes of promoting a brand. The big motivators for consumers are fear, guilt, greed, ego etc. Fear is the most potent theme for motivational advertising. Fear can become a primary factor for indulging a potential target group in product selling. It will not be surprising to know that a wide range of advertisers indulge in fear themed ads simply because audiences really buy a product out of such fear themed ads.
Advertising as tool of brand communication will carry forth its own legacy in different mediums and with various available resources. It is up to the advertisers to decide and deploy which channel, tool and technique of a particular advertising campaign will suit best for which product.
As an outdoor advertiser you have to take care of various proven strategies to put your brand ahead from your competitors. It has never been an easy task to influence your marketplace. You sure need to differentiate yourself from your peer competitors so that you can successfully position your brand in the market. Go through the musings of an outdoor advertiser which highlight about the right approach to an attention-grabbing outdoor campaign.
When it comes to outdoor advertising the first thing which should strike the mind of the target group is the quality of your campaign. A good outdoor campaign has become popular now and its time to provide excellent campaign. Excellent in terms of colours, visual displays, location etc. A perfect orientation of colours, visual displays, location etc is the secret behind a successful outdoor ad campaign.
Secondly, a superior ad campaign is all about the one which explains the toughest idea in the simplest language right? Simplicity is the mantra you should adopt as a smart outdoor advertiser. Even if your campaign has a good theme with a vivacious look, a complex message can spoil the over all effect of your campaign. So, it's always ideal to stick to simple and direct messages which can strike your target group at a glance.
Outdoor advertising has become a daily cup of tea for almost all the advertisers. With various technological innovations, a wide range of outdoor media vehicles have also been revamped. Digital signages have become a latest tool for outdoor advertising. Digital signage is usually a form of electronic display that shows an ad, information or any other message. LCD, LED, Plasma Displays or projected images come under the category of digital signages. These tools are mostly used in corporate building and retail stores. Digital signages provide striking impact upon the target audience with its colourful and interactive visual displays. Big and small outdoor advertisers at present deploy this tool of outdoor advertising as it creates a rich impression upon the target group.
Last but not the least; will not be misleading to cite that outdoor ads are a great source of entertainment. Imagine if outdoor ads were not there at all, moving out of home would be a boring experience for everyone. Outdoor ads with its glitzy looks and styles and witty messages entertain us all. Outdoor ads indeed excite you and encourage you to move out of home.
We are already aware that creating a brand footprint upon the market place is the prime objective of any ad campaign. Outdoor ads are the best way to create a brand footprint for your product or service upon your audience's mind in an exciting manner. To conclude, outdoor ads not only create a lively look to target audiences but also provide them a great source of product knowledge and information all in an engaging style.
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