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Today’s advertising trends are summed in one single word ‘customize’. Advertising is meant to provide much more than promotion solutions of a particular brand. Modern advertisers believe in wondrous achievements in brand advertising through customized strategies, techniques and tools. In this blog, let us find out whether OOH advertising media provide customized brand positioning or not.

‘To sell better than others’ is the main goal of every contemporary brand owner/advertiser. This very objective encourages them to hunt for better idea and tactics of brand promotion that will position their brands with targeted impact on customers’ mind. Outdoor Advertising is one of the most adopted means of brand promotion. Brand owners/advertisers prefer to launch their ad campaigns through OOH media because of its rich impact and accountability factors. Besides, it has also been noted that any OOH advertising medium provides customized brand message to customers. Most of the OOH Ads do not pester customers’ attention. They inform and instruct them about a valuable brand message in an interestingly crisp manner and through a customized channel.

Modern customers are quite choosy. They prefer brand messages to be perky and brief. Outdoor advertising media is perhaps one of the few advertising mediums that present the brand message in a lively way. Most of the OOH Ads have short content and their designs are attractive enough to hit maximum number of eyeballs. This way the brand message is hardly missed by customers through an OOH media that again makes it a customized mode of promotion.
Advertising as an art of brand communication has been much evolved. Thanks to technological innovations that have enhanced advertisers to come up with more exclusive methods and practices of brand promotion. Though ideas rule the roost, the tool that implements that idea matters more in today’s time and that very tool again needs to be customized just like an OOH media.

For more info visit: http://www.tdiindia.com

Outdoor Advertising in India is one of the most opted modes of brand promotion. Indian Outdoor Advertising industry comprises of a major share in the overall advertising industry. Outdoor Advertising avenues such a billboard ads, kiosks ads, airport/metro/mall ads are popularly adopted by brand owners. Billboard advertising is one of the most widely adopted forms of outdoor advertising. One can see billboard ads almost anywhere in the city- at the traffic point, at the metro stations, at the shopping malls, at the roadsides, at the highway etc. Until the launch of some technologically enhanced tools of outdoor advertising, Indian outdoor advertising was synonymous to billboard and poster advertising. Billboard ads have been effectively used by brand owners and advertisers on a larger scale.
With digital technology, Indian Outdoor Advertising has seen a drastic change. Billboard ads are even digitalized in contemporary outdoor advertising, thereby providing a richer impact on target groups about the various endorsed brands. The rising numbers of shopping malls again provide lucrative advertising opportunities to brand owners who want to advertise their brands through the rich and interactive mall media. Mall culture is spreading at each and every nook and corner of the country, thereby providing brand owners striking opportunities to popularise and position their brands amongst target groups.
Airport Advertising, another popular avenue of outdoor advertising is also gaining much acclamation as one of the most effective avenues of brand promotion. Airport ads are considered exclusive because of the rich ambience as well as the ‘state-of-art advertising mediums’ used by brand owners to launch their promotion campaigns. Airport ads target rich people/decision makers who can easily spend for the advertised brands. Hence, various posh brand ads are launched through airport media with a targeted impact on those rich customers. The growing numbers of airports in the country further provide brand owners exclusive brand advertising opportunities through airport media in the near future.

Business of any sort requires advertising as one of the main tools to create its own impression amongst the potential target groups. Television, radio, magazines, newspapers and outdoor advertising are the common means of brand promotion adopted by brand owners to promote their brands in the market. These means of advertising are meant to provide productive results i.e. good revenues for the brand business. All the methods or modes of advertising are beneficial for the brand owner as these mediums connect them with their target groups. Amongst all the advertising channels, outdoor advertising practices are considered more advantageous. Some reasons why OOH Advertising media is considered more valuable than other mediums are explained below-

Day in and day out, people of all walks of life, drive, ride or travel. OOH Ads are omnipresent. Anyone can access it anywhere without any restraint of time or availability. Travelers and commuters who pass any form of OOH Advertising are reminded over and over again that the brand is available for them whenever they need to purchase the same. Such liberal attitude is one of the assets of any out of home advertising display of a brand.

An OOH Ad display has the ability to attract the passing attention of customers and enable them to stick to the brand message. Those commuters who pass by an OOH ad display see and witness the ad on daily basis. The first time they may not bother to notice the brand message. However, the repeated exposure of the brand message will make them curious and they will obviously read and find out what is the ad display all about. This repeated exposure of brand message is also beneficial for those potential customers who do not rely on other advertising sources because of time restraint. They may miss the brand message today, but at any point of time, it is possible that they will go through the ad display and find out the details. Hence, an OOH Ad display is equally beneficial for these customers as well.

It has been a debate amongst some marketing experts whether out of home advertising is a mere business of words or not. Words indeed play a major role while delivering the ad message to customers. However, some marketers are of the opinion that words alone cannot pass on the brand message to customers. A graphical image is as much important as words are, to convey the brand message to target customers. From an ordinary observation, an amalgamation of words and graphics provide a completed brand image launched through any outdoor advertising channel. No doubt, it’s true that a brand message can only be understood after reading its details; a graphical image used along with the words make the ad display look more attractive. Infact, it’s unimaginable to go through a mundane outdoor ad display with just words alone and no graphics.

It is obvious that when you communicate your brand message in an attractive manner, customers will automatically go through the same. Ordinary OOH displays without any colour or graphics offers a dull look and most often fail to grasp customers’ attention. One of the assets of outdoor advertising displays is the ability to easily and quickly grasp customers’ attention. This cannot be done by words alone. Hence, words and pictures are equally important to launch a successful outdoor advertising campaign. In the following paragraph, let us have a quick glance at the current trend of OOH Advertising.

Current Trend of OOH Advertising

Presently, OOH Advertising practices are considered an effective mode of brand promotion by maximum number of brand owners. They consider OOH media the most reachable channel of promotion that links customers and brands. The adoption of latest technological tools have also favored this advertising media. It will not be an unusual experience to see OOH industry becoming an independent as well as full-fledged advertising medium in the next few years. The never ending launch of new brands, the expanding markets, the growing economic revenues- all these favour OOH Advertisers to expand brand promotion through OOH channels.

Mindsets of customers vary from one another. There are some customers who simply buy your brand because they need it. There are some customers who buy your brand because it seems better than others. As an advertiser you have to make justifications that your brand is the best of all, if at all you have to target the latter set of target groups for your promotion campaign. In all these, what is worth evaluating is the particular media vehicle through which you are making your brand message accessible to your target customers. Outdoor Advertising media is one of the top modes of brand promotion. Pitching through OOH Advertising media has become one of the latest norms of brand marketing. A wide range of brand owners are heavily investing in OOH domain. One small concern amidst all these hustle-bustles of brand marketing is whether OOH media is fit to successfully roll out your promotion campaign? Will this media provide the targeted impact on your customers? The following paragraphs will enlighten you.

By advertising your brand through OOH media, it becomes accessible to customers for maximum period of time. This is one of the striking benefits why you should advertise through OOH domain. Especially considering the hectic lifestyle of modern customers who do not have time to switch on their television sets to go through various brand commercials, out of home advertising is the exclusive mode of brand promotion (to attract the attention of the mentioned category of customers). An Outdoor Advertising presents a fixed message but in a flexible manner. Those who missed the brand message at a particular location can re-visit the same location later and go through the brand message. The appealing graphic, the big, bold and bright fonts used in OOH Ad displays are also some reasons why customers find an OOH ad irresistible. Any OOH ad indeed provides rich impact on customers. Hence, OOH media successfully works for your brand promotion campaign.

The main purpose of any advertising campaign is to provide a sizzling impact on customers which is possible only through the usage of a unique creative theme, idea, approach, tool or technique. Through this blog, let us find out whether brand advertising observes any specific rule or regulation. Be it OOH advertising or any type of advertising, Is any rule or regulation applicable in brand advertising? Find out the answer in the following paragraphs.

The only rule in OOH brand advertising is that ‘there is no defined rule’. Advertisers can adopt any available means, measure, technique or tool which may prove beneficial for the promotion activity of the brand. The only concern is to observe few ethics so that any unwanted issue about the brand is best avoided. Besides, following the below criterions will also be an added benefit for advertisers.
Represent your brand and talk to your customers in a compassionate manner. Brands are lifeless but brand advertisers are not. It’s the advertiser who talks about the brand to the customers. Ensure that there is a human feel in the brand communication. Masculine communication should be avoided at any cost. Masculine brand communications are applicable only for specific brands which target male customers. Such brand communications are applicable only for those brands which provide an ego appeal. In Outdoor Advertising, it is important to provide a unique appeal to the visual imagination to customers for which advertisers should design the brand message accordingly.

Secondly, it is acceptable to load some mischievous themes or ideas in the brand message. But it doesn’t mean the standard metre of the brand should be down just to provide the message. Brand advertising at present is quite advanced. Advertisers use impersonal ways to promote their brands amongst their customers. So, don’t spare yourself from advertising your brand in a cool mode. As long as the ethical rules are maintained, it’s always a green signal for the advertisers to explore any idea, theme or measure. Even if you are launching your ad campaign through outdoor media, the same criterions are equally applicable. Go explore your ideas and indulge in successful advertising of your brand.

OOH (out of home) Advertising is becoming one of the popular mediums of promotion for most of the brands in the market. 2010 was one such year during which various brands (of all range) pitched their campaigns in the OOH domain. OOH India 2011 is further going to increase brand promotion opportunities through OOH media. In today’s blog, let us get an insight about why brands are increasingly pitching for quality over numbers in the OOH domain.

Brands showing great affinity with OOH domain -More and more brands are showing greater affinity with OOH domain in contemporary marketing. Outdoor Advertising tools are elite, exclusive and inexpensive for brand owners to adopt, implement and deploy promotion campaigns. It accounts as one reason why brands of all range are increasingly pitching in the OOH domain.

While brands grow old, new age OOH tools are introduced- For brands that are already established in the market, the newly introduced tools of OOH Advertising are quite beneficial to launch exclusive promotion campaigns. These new age OOH tools are technologically rich and provide quick and immediate impact on customers. Drawing the attention of various brand owners, OOH media is the right media for brand advertising in today’s marketing world.

OOH media provides target coverage and speedy reach- One of the noticed facts is that OOH media provides consistent brand reinforcement and sustained awareness amongst customers. Be it any advertising medium, size always matter in generating impact and comparatively OOH media is the cost effective medium to invest for brand owners and advertisers. OOH industry is indeed booming. The evolution of various new tools in OOH domain is a feather in the cap for OOH industry that provides brand owners exclusive opportunities to promote their products amongst target groups. Way to go for OOH industry.

Be it OOH advertising or home based advertising campaign, it is important to adopt the right promotion technique which syncs with the purpose of promotion of the brand. In this blog, the significances of adopting the right OOH advertising technique for the right out of home promotion campaign are briefly discussed. Take a look.

A Right Advertising Technique Assists Easier Delivery of the Correct Brand Message:

What is important in any advertising campaign (be it outdoor advertising or any mode of advertising) is quick and easy delivery of the brand message to the target group. The right brand message delivered through a wrong or not so sound technique may not able to provide the desired impact on the customers (to whom the promotion campaign is targeted at). Easy and quick delivery of the brand message means chances of getting noticed which further implies chances of sales of the brand (if the customers are persuaded by the brand message). All in all, the right advertising technique is one of the keys to provide quick and effective impact on customers.

Garners the Promotional Requirement of the Campaign:

It is so far a well-established fact that the right OOH technique garners the promotional requirement of the promotion campaign of the brand. For an OOH Advertiser, it is a must to study, learn or upgrade his advertising techniques through outdoor media. OOH advertising has to tickle the imagination of the customers for which the message has been provided in a lucrative manner through an effective media by utilising the most relevant technique.

Every strategy or technique is equally important to launch a promotion campaign of a brand. If you got to advertise your brand, advertise it with a difference by adopting a different technique or strategy. Explore your ideas, survey or research but make sure you are generating your brand message by adopting the right technique of advertising.

By Poojya Trivedi, afaqs!, New Delhi, November 30, 2010

The Accounts will Contribute About 28 per cent Towards the Company's Overall Revenue.

Specialised outdoor agency TDI International has bagged seven accounts in the past one month. The agency will now handle out of home duties for the clients such as cosmetic company Avon, German car maker Audi, consumer electronics brand Weston, IT products company Siemens, Fortune Hotels from the Welcome Group, management institute IIPM and specialty ice-cream chain Baskin-Robbins.

The company has bagged the pan-India accounts for one year. The agency bagged these accounts following a multi-agency pitch.

Hiyav Bajaj, director, TDI International, says, "We expect these accounts to contribute about 28 per cent towards the overall revenue of the company."

He adds that more innovation, customisation and efficient operation, even in the remotest parts of the country, along with most competitive pricing helped the company clinch the accounts.

Recently, the company carried out a campaign across 40 cities for Weston, for which OOH is the only medium to reach out to the Tier II cities. Similarly, the agency will design the campaign for Audi at luxury malls, airports and similar locations which attract the target audience for company.

The agency also rolled out the first ever out of home (OOH) campaign for Baskin-Robbins in three states to promote its chocolate flavour.

The Delhi based outdoor major, TDI, also has rights for airport advertising such as Goa, Kolkata and Chennai, along with ad rights for several metro stations in Delhi.

Source: http://www.afaqs.com/news/story.html?sid=28938_TDI+International+bags+seven+OOH+accounts

Advertising approaches, means and techniques vary from one brand to another. Some advertisers prefer outdoor medium of advertising while some prefer indoor mediums of advertising. Sometimes the promotion requirement of a particular brand is also responsible to choose the relevant medium of promotion. One of the common means of brand advertising is outdoor advertising (which is also known as OOH Advertising). As the phrase itself suggests, outdoor advertising involves any promotion activity of a brand which is launched through an outdoor media such as billboard, poster, kiosk, transit media etc. An OOH advertising campaign of a brand provides effective reach and impact on the target customers. Evaluating all the benefits of OOH Advertising, this brand promotion means is considered exclusive and outshining than other modes of advertising.

The history of Outdoor Advertising practice is traced back decades ago. Outdoor Advertising practices have infact been considered as the oldest means of brand promotion adopted by various brand owners and advertisers. Despite being the oldest opus moderandi of brand promotion, this advertising practice still creates a magical impact on customers while delivering the brand message. Is it because of its larger than life impact? Is it because of its reachability (sans any time factor)? Is it because of its premium approach of brand promotion? Whatever be the reason, it is a well known fact for every advertiser, marketing professional or brand owner that an OOH ad exceeds other ads.

Contemporary approach of Outdoor advertising is more of advertisement and not of advertisement. By advertisement, we refer to that particular ad of a brand which advertises and simultaneously entertains the target group. Any brand message which entertains a particular target group or groups has greater chance of providing a richer impact on the buying groups. Most of the outdoor advertising brand messages are loaded with an entertaining theme or idea in contemporary brand promotional techniques.

For more information visit: www.tdiindia.com