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4 Driving Forces Of Ooh Advertising IndiaBy Expert Author: TDI India
OOH Advertising India has enjoyed a long standing reputation of being the most important platform of for advertising in the country. There is something about the aura of this medium that has managed to stay above the others in the sector of Advertising India. This article discusses the various elements that play a vital role in making this medium what it is. The question that it seeks to answer is, “What are the reasons for the OOH Platform to enjoy such popularity in India?”
Hardcopy Vs Softcopy
Even though youths of India are well known for their enthusiasm for the latest in technology, there is also a mindset that is trained to believe that anything that exists before you is always more reliable than something which is not. There is an appropriate expression for this theory in the famous “touch and feel” factor, for which the Indian audience is well known. Thus, any ad that actually exists before the Indian audience, in the form of a Hoarding, Translite, etc., is always more likely to create the desired impact that others.
Outdoor Advertising Media in India like Airport Advertising, Metro Advertising, etc. have a very important advantage in the form of a voluntary audience. In other words, ads of this platform do not impose themselves on the audience. There strength lies in the ability to make the audience look at them out of their own accord. Considering that most people look at most of the ads in disdain and as a necessary evil, this is a big achievement on the part of the OOH Platform. Thus, this medium has an audience that is not in a defensive mindset that very often blocks all sales pitches of the ad copy. Outdoor audiences in India are in the best mindset to appreciate an ad and be open to its charms.
India is yet to wake up to the “work from home” boom. The working professionals and the youth comprise a bulk of the audience that has the power and intention to buy. An advertiser will any day value an audience that, buys after seeing the ad, way over an audience which simply lavishes praises (though they too are important in the larger context of spreading awareness through word of mouth). This prized audience can be found out of their homes and thus comes within the purview of OOH Advertising.
Brand Recall Rate is Very Vital in India
Buying on the splurge is not a common behavior in India. Even if the product becomes an essential commodity, the majority of Indian buyers often wait for the sales season before they make the purchase. Brand Recall Rate is thus a very vital statistic for brands selling in India. There is no other medium which hits on the pedal of Brand Recall Rate than Outdoor Advertising. Imagine the effects that a display of your brand would have on the consumers’ Brand Recall Rate when it is viewed regularly on the way to offices, meeting places, etc. The repeated views of your brand at the airports, metro stations, by the roadside, etc. etches it in the memory of the audience. In the case of Indian buyers, this process plays a decisive role while buying. Brand-loyalty is also created by the above process.
There are many factors, apart from the 4 discussed above, that result in the importance of advertising Outdoor in India. However, the above 4 stand apart in being the most influential and unique to the Indian scenario. The Indian habit, of not letting go of techniques that work, just because there are newer platforms available, ensures that OOH Advertising Agencies in India will continue doing brisk business.
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