On center stage: Abhijit Sengupta, CEO of OAP India
Kuala Lumpur, 14 November 2019 - Abhijit Sengupta, the CEO of OAP India, visited our office last week and did an impromptu sharing session with the team in Kuala Lumpur. What started as an unplanned session became something truly insightful for everyone present. While we left the session fully inspired by Abhijit, here are some key takeaways:
Abhijit shared the evolution of out-of-home media in various regions, as he looked at the major business models difference between these regions, he pointed out that outdoor advertising had traditionally been used as a “reminder” medium, where sites are being booked based on months, and sometimes yearly contracts.
With digitalisation, the landscape of OOH transformed as well - and the focus has shifted to recency - how an ad affects the decision at the last mile of the customer conversion journey. As more digital out-of-home sites became available, metrics used in measuring the performance of these outdoor media also change. While examining these, the types of potential views gained are most debated.
Share of attention remains important
On one hand, advertisers want higher potential views for their campaigns - having their ad being displayed on more premium locations that attract high traffic.
The challenge is that these locations also attract a greater number of media sites further dividing consumer attention.
Meanwhile, there are the alternate locations - not as dense in terms of traffic but providing higher share of attention to brands as there are less sites.
“As the number of media sites increase, a big challenge in OOH planning is balancing potential reach and views vs share of attention.”
Abhijit Sengupta, CEO of OAP
Recency also plays a big part in contributing to the potential views since OOH ads have their own lifespan. The recency of an OOH ad is expounded in two ways - a half-life of an OOH is in the first three weeks where the potential views are usually high and after six weeks of its deployment, it’s considered to be in the decline phase.
Planning to reach consumers at different types of moments
Another interesting topic that Abhijit shared is the process of reaching the "modal audience" - this involves the 4Cs of planning: Cover, Catchment, Captive, and Counter.
Modal Audience: 4Cs of planning
Cover refers to high reach campaigns, where the goal is to attain a high number of impressions, it also requires a high amount of investment due to the number of sites taken.
Catchment, on the other hand, specifies a particular segment for the deployment of the OOH campaign.
Captive is to have campaign runs at places where people will have more free times to digest a lot of information, e.g. saloon, spa and bars.
Counter is the last mile where customer are converted. This is where marketers converted the audiences on a more exclusive and personal way.
The 4Cs of Planning for Modal Audience
Understanding these 4Cs of planning enables marketers to better segment their targeted audience and shift their focus to specific types of assets according to the desired objectives.
Creative will always be at the heart of great OOH executions
Abhijit also pointed out that while measurement has been in the spotlight, the creative still remains king. Letting agencies or designers truly understand the golden ratio of an OOH message against what the brand really wanted to convey is key.
Sometimes the final creative does not carry what the brand message was intended. If a tool is present, to test the creative before it goes live, it will help the agency or designer to better understand the outcome of their intended brand message and allow for anticipation of their audiences responses.
Adopting Programmatic vs Adapting to Programmatic
The session concluded with Abhijit commenting on the recent popularity of "programmatic" in DOOH - with a lot of people still confused by what true programmatic in OOH represents.
OOH remains vastly different to online advertising in its scale, reach and nature, which means that programmatic brings a different set of benefits and challenges to the medium.
While online digital programmatic ads became a race to the bottom, programmatic DOOH should be viewed differently, as media owners own the physical space where there are heavy costs incurred in maintaining these assets.
"A change in terminology would better define these differences - The idea is to adopt technology to automate the planning and buying process and not adopt programmatic as it is in the online world," he pointed out.
This article is part of our new “Inspiration has #NoBoundaries” blog series.
Outdoor Advertising Professionals (OAP), is India’s leading independent outdoor advertising specialist, who is an early adopter of Moving Walls’ technology, Moving Audiences.
Moving Walls is a media technology company, headquartered in Singapore, with a presence across Southeast Asia, India, and the USA. We enable leading brands to Measure, Reach, and Influence consumers on the move.
We operate Moving Audiences, the region’s largest location intelligence platform that brings transparency and automation to out-of-home media via Planning, Buying, and Measurement tools.