How To Make Hoardings Work For Your Brand

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Effective brand planning is key to effective marketing, which is why OOH marketing agencies need such strong brand planners

To select the right OOH marketing agency or even the perfect single hoarding calls for OOH marketing agency intelligence that sees hoardings as tools in the larger corporate advertising effort that includes out-of-home advertising, ooh media in general, and the creative part of producing billboard ads that converse with the target audience at a particular hoarding site.
In other words, you have to know the time, the place, the demographic of a particular hoarding location, and also possess the wisdom to arrive at a creative that engages the population to whom the billboard ad is eminently visible.

Such wisdom is not only a must, it is also extremely rare, which is why sound advice from good brand planners is so essential for communicating the brand message. Global with its two-decade-plus record of observing the correlation between outdoor site demographics and adspend RoI, is a good reason why it remains such a force in the field of OOH in Mumbai.

In an interview published on www.afaqs.com on 24 Apr 2020, Amol Dighe, CEO, Madison Media Ultra & Head Investments, spoke telling words on the type of specialization/talent is missing in media agencies today. “Two types: One is strategic brand understanding. I believe the brand planner is almost a marketing resource for the brand and has to be as close to the brand as the marketing manager is. That talent needs to be revived. The second is medium-neutral brand custodians. We need talent that can look at the entire gamut of media and not just approach it as traditional versus digital. That bifurcation should end,” said Dighe.

Arbaz Khan, COO at Impact Ads Pvt Ltd

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Arbaz Khan, the Chief Operating Officer at Impact Ads Pvt Ltd, explains in his LinkedIn bio how Impact Ads came into existence, “Impact has been established with the sole aim to save your time while planning and buying your outdoor advertising, the team of Impact Ads work with all the major media owners to enable us to provide you with a bespoke outdoor advertising and activation program. We offer corporate expert and professional application support across 24 cities in India. (360-degree advertising solution).”

The OOH Ad And Its Varieties 

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What do an online ad agency and the best advertising websites say about the variety of OOH advertising options beyond the ubiquitous outdoor advertising boards?

There is an old saying in the world of outdoor advertising agencies that says ‘A hoarding is only as good as what a hoarding does’. The saying is, of course, talking about measuring the ROI of outdoor digital media. If you are a business owner with a limited budget, you might want to ask yourself what form of outdoor business signs or outdoor marketing signs would work for you. After all the outdoor advertising market is huge and there is an even wider variety of billboard marketing companies that promise you the sky. You may want to ask why you should spend on OOH? Well, the answer is simple. To this day, OOH media or billboard ads are the simplest, surest, and most direct way of engaging the mind of your potential customers with your brand. Call a billboard a compulsive hoarding, an outdoor ad, or a corporate ad, the truth remains – hoardings talk directly to people on the street. Ad hoardings are present where the people are, where the business actually is. The next question that you are likely to have is what do the best marketing agencies say about the options available to advertise OOH.     

On September 26, 2017, Yogesh Lakhani, the CMD of Bright Outdoor Media Pvt.Ltd., explained in an interview on the website exhibitionshowcase.com that outdoor advertising has grown to a point where it offers a variety of options. 

OOH advertising formats fall into six main categories: billboards, streets, roads, highways, transit, and alternative. Outdoor advertising is a media that is everywhere, and when used with creativity, it creates brand new ad spaces in places where none existed before. It’s also one of the most cost-effective advertising options. This platform is undergoing a lot of innovations enabling it to reach, intrigue, and engage your target audience. Few such innovations are building illumination and mobile image projection.