South Asia at Philips
allaboutoutdoor interviewed Ipshita Chowdhury, Director Marketing, South Asia at Philips Lighting to understand how OOH media has played a major role in accomplishing their goals
How important is the outdoor medium for Philips in connecting with consumers? Has Out-of-Home become more significant in the last 3-5years?
Out of home is an important medium for us, especially when it comes to reaching out to audiences in lower tier towns. In a highly cluttered and commodities category like ours, salience is key which OOH as a medium helps us maintain.
In the last 3-5 years, the medium sure has evolved and several more touch-points and engagement opportunities are now available. Interactivity is a key element that can be now leveraged.
What are the challenges you face while choosing an outdoor media format?
Unorganized nature still, and challenges in measurement and effectiveness appropriation in the larger marketing mix.
What are the hindrances facing the growth and development of Out-of-Home media from the perspective of a brand owner?
Effectiveness measurement and business linkages.
How important are research and accountability in justifying inclusion of this medium? How do you measure the efficacy of the campaign?
This is very important; we typically include within campaign tracks as primary research.
Do you believe that innovations are the best way to break through clutter in the OOH advertising domain? Are you satisfied with the way OOH specialist agencies have responded to your brand communication needs?
This is a huge scope to improve as well as opportunity. There are several innovation proposals however greater need is to break away from mere format innovations and deliver ideas that link back to business objectives with clear ROI demonstration.
What are your observations on Digital OOH in India?
Very nascent, used more as a one-way awareness touch-point, rather than creating deeper engagement with consumers.
From an industry perspective, which sectors do you see driving growth for the OOH segment over the coming years?
Mobile mediums like all forms of transportation, digital and engagement ones like lookwalkers.
As a marketer, where do you see the OOH industry in the next 5 years?
I hope and expect more scientific measurements to come in, in this space and greater integration in the overall marketing mix. Even media agencies need to have a more cohesive view of this medium.
Interview by: Aarti Pahwa
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