Posts Tagged ‘out of home media’

OUT OF HOME AND THE BOX

{ June 2, 2008 @ 2:14 pm } · { media }
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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

 

 

 

 

 

 

 

 

 

 

Not just TV

{ May 20, 2008 @ 10:26 am } · { media }
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Since now we have the freedom to talk about the now cremated HUTCH Cheeka ad,  let’s take the famous example. It followed us pretty much wherever we went. The concept reminds me of our sleek hi-definition LCD screens which are pegged up on every wall wherever people go! At their gyms when they are sweating it out, we display what they should have for breakfast Or when they wait for the elusive elevator, the latest corporate apparel commercial pops up. Over a weekend at a multiplex, in mall food courts, in their clubs, in bookstores, in salons, outside their doorstep…whew! it’s the 24 X 7 phenomenon…well almost. the craze has caught on. The bandwagon has left the station and is wheeling full speed ahead. But in this fracas, do we take a moment to stop and think? What are we dishing out to people? They notice us and they tell us ‘oh we have seen your screens everywhere’! Sounds pompous but it’s like it is. Do we try to figure out that when they watch the screens, what must they be thinking? Do they feel excited?  Do we value add to their lives? PHEEET! The whistle blows. It’s not just about plugging TV screens anymore.

The trend shows that with a few crores of investment money and a real estate deal suffices for plugging TVs everywhere. But the challenge is ‘what next’? We are not TV, but out of home TV. it’s different. We are not exactly content driven but people are driven by content. They will remember the stuff they watched on our screens. So it’s important we use our media to the maximum. It should be about stuff they would like to know, content they would benefit from. In a nutshell: the media should be a part of ‘THE COMMUNITY’. Our media is powerful. Like any other media. And it can be used it to partake in their life. Though miniscule, but be a VALUE-ADD to their 24 hour cycle. We can share a joke when they are at a mall, show the next movie trailer when they are in a multiplex, give corporate grooming tips to those visiting commercial buildings for work, talk style when they are shopping in-store, inform them of the next play in town ..there’s so much we can share as a media which is seen when they are out of home! If they don’t have the time to read a paper or watch TV, at least our media can fill in the gap and be a part of their life. Their day. There’s no primetime anymore to reach out to your TG. It’s only all day primetime. So make the most of it.

The other day a family came by at a restaurant. Over the conversation they didn’t mind peeking at the screen every now and then. And they laughed at a cute joke that played on that screen. It felt nice. We made a minor difference to their life that day. That’s all for my 500 words on this.

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