Gajendra Jangid, VP- Marketing, Cars 24 in an interview with allaboutoutdoor, talks about how the OOH campaign has helped the brand.
What was the insight behind your recent massive OOH campaign in Bengaluru?
The campaign was based on the insight that, today, the selling of used cars in India is an extremely complex process. Car owners have to visit or meet a number of buyers before selling it. CARS24, a focused and specialized player in this domain, aims to make this task easy with its unique process that allows sellers to sell their cars in a single to CARS24 branch.
What kind of response did you get for this campaign?
Post the execution of the campaign, we have seen an average growth of 11% in the number of appointments booked and 12% increase in terms of number of inspections, on a month-on-month basis, as compared to the previous months.
Is there anything else you are currently doing in the OOH space to connect with consumers?
Yes, there is. You can see our branding on buses and cabs across cities, namely Mumbai, Hyderabad, and Pune.
How does this domain compare with print and television?
As per our experience, OOH as a medium is comparatively tab bit expensive compared to TV. However, we found OOH to be much cheaper when it comes to Print, as a medium of communication. TV has been quiet effective for us due to its widespread reach. With TV advertising, we target people who are in their home in a relaxed state of mind. But owing to the fact that, nowadays people in the metro cities spend a lot of time stuck in traffic, it becomes a good way to catch their attention in the transit. Here's when transit marketing comes into picture.
From an industry perspective, which sectors do you see driving growth for the OOH segment over the coming years?
Retail and Auto are the key sectors who have been prominently active in this medium. Nonetheless, after realising the relation between increasing traffic and transit times of people in the metros, e-commerce giants like Flipkart, Amazon and telecom companies like Apple, VIVO, Oppo have also researched and developed into OOH campaigns.
What are the hindrances facing the growth and development of Out-of-Home media from the perspective of a brand owner?
The OOH industry is majorly owned by retail vendors. They own majority of the sites which makes us as a brand, dependent on them. The OOH industry remains to be unorganized due to ownership of retail vendors, which gives us major hiccups while running a campaign. Also, there's a lot in terms of innovation that needs to be implemented in the OOH space such as iron-framed billboards. Availability is a major concern that creates a lot of problems. As the transit time of a driver is 5-7 seconds, it is very important that the display is clear i.e. we get the design and creative in place perfectly.
The outdoor industry doesn't have a common currency. As a marketer, how much does this worry you?
Well Cost of an OOH property per sq.ft. varies across areas, cities, seasons, etc. There is a lot of effort that goes out not only to ensure that we go 'Live' with the best available sites but also at the best possible value. And thus, we need to make sure that we have an experienced and professional agency on-board to help us from planning to execution.
What changes do you anticipate in OOH space?
With the advent of technology, the OOH industry is embracing change and getting organized, logical, and client-specific.
• Implementation of modern technologies like integration with G-Maps APIs
• Research agencies to map traffic on major arterial routes
• Comes up with a rating system based on size, angle from road, locality, nearby junction, landmarks, and visibility radius
• Innovation like 2D and 3D hoardings and LED integrations
Interview by: Aarti Pahwa
Marketing Head - Youth, Music & English Entertainment
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