MUMBAI: Day One of the Outdoor Advertising Convention (OAC) saw Arun Pinto, regional VP - south and west, BigStreet, speaking on “Can media owners really benefit from investing in research?” Pinto says media owners need to understand their clients’ needs, their campaign objective besides convincing clients about the effectiveness of the medium through tools and data generated by research.
Speaking on some of the concerns, he said, “Some of the OOH specific concerns are: which format to use to achieve maximum impact, how to differentiate between sites/location, how to draw a path from awareness to advocacy, what should be the real negotiation argument, what is the most appropriate OOH strategy for the brand and so on. The answer to these issues lies in doing in-depth and outstanding research. Research will help media owners convince their client on the basis of the facts and figures.”
“Media owners need to prove that OOH delivers higher return on investment (ROI) and delivers better than competition”, says Pinto.
“Keeping these things in mind, Bigstreet in association with Nielson did a research to gauge the OOH effectiveness of Delhi Metro at ten stations. Bigstreet was the first to employ research to bring in accountability. This research has helped us understand the clients’ needs and their campaign objectives in categories like telecom, media and entertainment, FMCG and the banking sector.”
“I am not saying that research is only way to convince a client, I am saying research is one of the ways to convince the client. We need to generate interest in the minds of clients about the outdoor medium. I know this cannot be done overnight, it is going to take time and will happen gradually but effort should be made towards the same”, Pinto said.