As Indian market is witnessing an ever increasing digital presence of its consumers, digital marketing has created an aura of targeted marketing solution. But after a significant pass through this digital age, some new realities have surfaced along with some questions. Does digital arena present a level-playing field for new market entrants? Does OOH marketing matter to online companies? Can innovative OOH medium be used by a player to mark the entry into digital space? We try to find answers using our recent campaign for Fynd.
Nowadays consumers see more & more of advertisements pushed down their throat on their favorite websites, & those unforgiving pop-up ads in day-to-day used apps. As more and more marketers are trying to woo consumers online, this ever increasing real-time competition makes marking digital presence before consumers a costly affair yet without any differentiating factor. Even after all the efforts of buying more seconds before consumers, marketers often get their brand registered unintentionally as an irritant, obstructing the online content consumer wishes to see. Consumers, on the other hand, are stronger than ever, with their shields in their hands – Ad Blockers etc.
OOH media on the other hand, is primarily meant to drive top-of-mind brand presence or campaign awareness. OOH not only gives the enterprises – big, small, online, offline to market at economical rates but also gives the consumers a real power in choosing to accept or ignore the idea. They are especially effective in reaching out to the consumers while they are carrying out their daily routines and activities in an external environment.
Relevant data of potential consumers on the road
The average population who commute to work: 20.7 million
Average commute time (two way): 100 mins
*data provided is for Mumbai Metropolitan
This makes up 34.5 million hours in total spent by the population per day in Mumbai for commuting to work. This data single-handedly shows the untapped potential of OOH more so for outdoor transit media. A sheer contrast to the picture where digital marketers struggle for seconds.
The effectiveness of the ROI tracking, Maintenance of Physical Ads and Geographical outreach of Brand Message and transparency in the campaign are some recognized concerns in advertising industry which can shift the ball towards digital marketing. However, OOH agencies like Rolling Banners are weaving in technology for their Transit Outdoor offerings to draw a transparent and relatable ROI for brands.
Real-time GPS tracking provided by Rolling Banners helps its partners experience transparency in their branding effort with them. In addition to it features like heat maps serve very useful to marketers where they can see in which region and with which intensity the mobile brand campaign has made an impact.
Understanding the effectiveness of this transparent mobile OOH promotion channel, Ad- agency Cupshup planned a Mobile Billboard Advertisement campaign for its client: FYND, which in turn was executed by Rolling Banners. FYND is an online shopping website with the largest collection of clothes from all the biggest brands in India. Itself being an e-commerce brand and a new entrant in the digital market, FYND trusts in the power of OOH marketing to trigger presence in digital space.
All these features along with utmost transparency provided by Rolling Banners help enterprises like FYND to relate online customer engagement in sales in geographies due to the Mobile Billboards marketing campaign.
The video below is just a glimpse of what transit outdoor media has to offer. It has been captured while the outdoor campaign for FYND was alive. It also shows the industriousness Rolling Banners infuses to make a mobile campaign verifiable and thus impactful.
One key takeaway from this campaign is that OOH advertising ensures effective reach to the existing customers and in getting new customer sign-ups, for brick-mortar as well as online brands, if used effectively. This only validates our belief, here at Rolling Banners, that in this digital era, OOH advertising instead of losing its sheen, is going to expand through innovative and interesting means.