Out-of-Home TV as a category was missed in the ABBY’s this year, but nothing to sweat about. It will gradually find itself a comfortable space and demand ‘the creative’s’ attention. Just as static outdoor was suddenly in limelight with the launch of Orange in Mumbai almost a decade back, creativity in OOH TV would evolve too. O&M made some memorable campaigns which changed the fate and face of hoardings. From simple ‘hello’ messages to lifesize audiotapes on a hoarding, the creative guys accepted that outdoor is here to stay. Johnnie Walker linked the 2 Mahim Causeway hoardings to emphasize the “keep walking” message, while Coca Cola India initiated the ‘Limca – Fresh Ho Jao’ truck art campaign, hijacking the highways. So while static enjoys creative attention, digital OOH TV awaits it. It’s time the fraternity woke upto the medium. Players in this medium have realised it. Thus the awards for creative excellence in OOH TV Media – the OOBY Awards wherein the participants thought ‘Out-of-Home TV’. This was followed by another similar contest, with special creative workshops for retail media supported by Pops from Leo Burnett. As a medium, OOH TV or Digital TV is different from all other media. The way it is viewed, perceived, understood and consumed by the viewer is not equal to TV or Static Outdoor or Print or Internet. There are no remote controls here, the attention span ranges from 30 seconds to 3 minutes, audio might or not be audible, the viewer is in the location-specific frame of mind..so various parameters decide the effectiveness of a creative here. The once sleeping creative giants transformed the equally lethargic, dull, static outdoor industry into an exciting innovative communication platform in such a short span of time. Imagine if they get down to transforming the AV media of OOH TV…let’s await with bated breath. Check out the best of the OOBY Awards:
http://www.youtube.com/watch?v=0Oe5p4v5gcQ
http://www.youtube.com/watch?v=y26F7OOs0Gw
http://www.youtube.com/watch?v=yWY23TIyCbg
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