Can technological innovations enhance OOH advertising practices in India?

Advertising in India is a way of life for Indians and their flamboyant lifestyles. Advertising is infact entwined with the lives of Indians – with their values, culture and even ways of life. From a small kid to an adult, advertising affects everyone in one way or another. Outdoor Advertising also known as OOH Advertising is one of the top modes of brand promotion widely adopted by brand owners in India. There have been many changes and up gradations in OOH advertising practices over the years. Upgradations in technological field have also affected advertising practices of various brand advertisers. The related question as per technological innovations is whether technology driven OOH innovations affect Indian customers’ buying habit or not?

Leave alone advertising field, technology affects everyone in many ways. The technological advancements in OOH domain to a great extent affect customers’ buying behaviour from time to time. A brand suddenly seems so attractive or more attractive being displayed through a brand new OOH media such as a digital signage. OOH media talks to customers in a larger than life manner. Hence, advertisers find it an effective medium to communicate with customers.

A list of few technologically driven OOH tools-

Ø Backlite translites

Ø Digital signages

Ø Digital Billboards

Ø Pole Kiosks

Ø Baggage trolleys

Ø Aero-bridges

Ø Unipole

Ø Stunner

Ø Pillar sites

Ø Show windows

The induction of technological tools in out of home advertising has enhanced the overall brand experience of customers. Interactive and attractive, modern OOH Ads provide a rich and lasting impression about the brand on customers’ mind. Also providing facilities for change and upgradations of the brand messages, modern OOH tools are quite an additional asset for outdoor advertisers. For those who are keen to launch their brands through outdoor media, go for the modern OOH tools.

Reference Website: www.tdiindia.com

Why outdoor advertising practices work out effectively?

Outdoor advertising practices are considered an effective mode of promoting the image of a brand amongst prospects, decision makers and customers. Over the years, OOH Advertising practices are synonymous to one of the top mediums of brand promotion. Brand owners invest in out of home advertising practices to effectively advertise their brands amongst target customers. One of the questions worth examining is why outdoor advertising practices work out effectively. The following paragraphs explain some reasons why OOH Ads work out effectively for brands.

The most reachable ad media- Customers find outdoor advertising media the most reachable medium of all modes of advertising (which is infact true).In today’s world, people’s lifestyles are mostly hectic. Earlier, television and print ads used to create a rich impact on customers. However, with the changing lifestyle and due to time restraint, modern customers prefer the most reachable Advertising media to find out great deals or features about various brands. OOH Ads naturally cater to the requirement of these customers providing them ready to access brand information right on the go. The best part indeed is that customers don’t need to stop for minutes to access a brand message since an OOH ad conveys the brand message within seconds.

Attractive & exclusive- An OOH ad display is most often attractive. The usage of big, bold and bright images, colour schemes and even words make an OOH ad display visually appealing to customers’ attention. While passing through a particular lane, an Outdoor advertising suddenly attracts customers’ attention. This compelling viewership provides an exclusive impression about the brand. The brand message is further carried home or office. If the message seems useful or catering to their needs, customers would consider buying the product. If otherwise, they can still share the brand message with their friends or colleagues and thereby generate awareness about the brand. Thus, in any case, the brand message is exclusively delivered.

How an OOH ad affects customer’s buying behaviour?

Promoting a brand through outdoor media is one of the common modes of advertising used by a wide range of brand owners and advertisers. Outdoor Advertising provides a broader as well as larger than life impact about the brand on customers’ mind thereby affecting their buying behaviour. Though television ads, radio ads and other ads are effective modes of brand promotion, OOH Advertising is currently in vogue as one of the preferred means of advertising. It is a generally observed fact that an OOH ad easily affects customers’ buying behaviour as compared to other ads. Let us find out some reasons how an OOH ad affects customers’ buying behaviour.

Any OOH ad provides ready to access brand message to customers at a fixed location. That means customers who travel around places and have chances of coming back at the same location later can access the brand message (if they failed to do so last time). OOH Advertising maintains fidelity while delivering the brand to target customers. This is one of the reasons why customers are really fond of OOH Advertising.

Another striking advantage of outdoor advertising is that the brand message is available for customers for maximum period of time. An OOH Ad campaign is seldom a one day campaign. It runs for weeks, months and even for a year (as per the nature of brand message). For brands that want to continuously communicate with its customers, advertisers launch long term OOH campaigns making the brand messages accessible for a longer period of time.

Last but not the least; creativity is never compromised in any OOH campaign. OOH Ads are infact popular for the limitless use of creativity. Creativity is one of the key ingredients of any OOH ad campaign thereby providing a rich impact on customers’ mind about the brand.