Monday, 25 February 2013

Does an OOH Ad create a vibrant impression about the brand?

Brand owners increasingly implement their promotion campaigns through various outdoor advertising avenues. Mall Advertising, Airport Advertising, and Metro Advertising – all these avenues of OOH Advertising are becoming more and more popular amongst the brand owners. Why outdoor advertising has gained so much popularity? Why brand owners are making huge investment in various OOH Ad campaigns? These are few questions worth a discussion.

The impact created by a television ad is different from the impact created by a print ad. Television media is advantageous over other advertising mediums because of its audio-visual effect. Likewise, Outdoor Advertising also provides a different impact on target groups. The brand is presented to customers not only through a larger than life appeal but also with a unique appeal as something exclusive. Any OOH Ad display is therefore attractive and easily hits customers’ eyeballs.

The final brand message through an OOH media is also presented to customers in a colourful manner. This creates a vibrant impression about the brand on onlookers’ mind.  Customers who come across the brand ad take home a vibrant image about the advertised brand. It is also this very nature of outdoor advertising media that has made it a favorite advertising channel for maximum number of brand owners.

An OOH Ad display can also be accessed anytime without any time delay. The brand message is readily available for customers for days, weeks and even for months. Customers are often compelled to go through the ad display and find out the related deals about the advertised brand. If interested, they may visit the nearest store and purchase it, if not interested or found irrelevant to their choice or want, they may share the news with their friends and relatives. In both cases, the brand message is not missed by customers. This compelling feature of an OOH Ad display is also one reason why OOH Advertising is accredited as an effective means of brand promotion.

Friday, 15 February 2013

Is there enough scope for innovation through OOH media?

One of the primary concerns of outdoor advertisers is to find out whether there is enough scope for innovations through Outdoor Advertising media or not.  Innovation plays a key role in any brand communication –be it indoor or outdoor media. So, it is worth a discussion whether OOH media provides adequate scope for innovation or not. The following paragraphs will throw some light about this.

OOH Advertising media is considered an important channel to create awareness about numerous numbers of brands in the market. Brand promotion through outdoor advertising media is an age-old practice. Many brand owners have been continuously implementing their promotion campaigns through OOH Advertising media. One thing is always common amongst the OOH Advertisers i.e. the novelty factor. Every OOH display about a brand has something new and interesting for customers to go through. Sometimes the media channel, sometimes the technique and sometimes the theme itself, the novelty factor is strictly observed through OOH media in such a way that customers easily distinguish the brand from others. This attribute of OOH Advertising already provide a large scope of innovation for various media owners and advertisers to advertise their brands with an effective impact on target groups. 

Also, the induction of never before used technological tactics and tools has enhanced outdoor advertising practices. Today, when we talk about an OOH Ad display, we generally refer to the digitalized ad displays of various brands such as digital billboards ads, signage ads, LCD/LED ads, electronic kiosks displays etc. Brand message through digitalized OOH media are more interactive and interesting for customers to access. What is further advantageous about the digitalized OOH media is that the advertiser can make any required change about the ad display anytime right from his office.  Remotely controllable, these new digitalized tools have indeed provided a tremendous change in the various OOH Advertising practices besides offering an innovative scope for innovation.