OOH media owners must start experimenting to adhere to the new normal: Pramod Bhandula

The OOH ecosystem was hit hard due to the global COVID-19 pandemic. It reached an all-time low with zero filings in Q1 this year. Adding to their woes, OOH owners had to follow civic regulations formulated by government and the licence fees for media sites even though they were vacant during the lockdown period.

As we now step into the Unlock 4.0 stage, OOH companies are trying hard to recover the losses they have endured. During Unlock 3.0, the footfall of consumers on streets rose, giving brands the right moment to leverage, be heard, and rekindle their communication with the consumers.

One prominent OOH company that has been doing noteworthy work in the unlock period is JCDecaux. The company has a higher brand appeal when it comes to traditional media sites and transit locations. The JCDecaux street furniture in Delhi has been invested in by a big broadcasting company like Zee TV. The channel added an innovative and fun OOH creative to the streets of Delhi by announcing their new show 'Sa Re Ga Ma Pa' on JCDecaux’s street furniture inventory.

Another brand that chose JCDecaux’s traditional street furniture inventory to connect wih customrs was Cadbury. The Mondelez brand recently added a layer of festivities on the streets of Delhi with their campaign #CloserThisRakhi on JCDecaux’s bus shelters.

Brands investing in billboard advertising and making it a potent factor in the media mix will help in the revival of OOH. The increase in traffic in major metropolitan areas is making brands more inquisitive about using bus queue shelters to elevate their presence in the city. JCDecaux has also seen Cars24 decked up on their BQS inventories with call to action and impactful messaging. Other eminent brands like Muthoot, Nafed Supermarket and Fleet Ship also made their appearance on JCDecaux media recently.

e4m had an e-conversation with Pramod Bhandula, Executive Chairman, JCDecaux India, on the revival of OOH advertising in India, brands that are helping in the reboot of billboard advertising, and the measures that agencies need to take to amplify growth of the industry.

Bhandula, sharing about how JCDecaux’s street furniture and airport inventories are doing in the revival stage, said, “They are getting into a positive momentum, hopefully soon it will be much better.”

Speaking about the touchpoints that have helped in the amplification of OOH growth in the post-lockdown market, he remarked, “All Tier 2 towns have started showing growth due to reverse migration post lockdown.”

Data and measurability will be paramount for brands. OOH companies that have DOOH and pDOOH inventories can provide more ROI data to brands. This will entice more brands to advertise and invest in billboards in the new normal. Sharing his perspective on the importance of DOOH inventories in this post-COVID market, Bhandula remarked that DOOH in India is at a nascent stage and the market penetration is very less. However, he added, that it’s proven better to have data rather than having conventional media.

Citing the steps the OOH ecosystem should take to amplify growth in this revival stage, Bhandula said, “OOH agencies should be proactive to work as a bridge between brands and consumers. Whereas, media owners must start experimenting to adhere to the new normal.”

As we are in the Unlock 4.0 stage, the new MHA guidelines have permitted metro services in Delhi. Speaking on this development and how it will help OOH ecosystem bounce back, Bhandula said, “Surely and steadily it will contribute to building confidence as the metro service is and will always be one of the most preferred commuting systems for the masses.”

Lastly, talking about the brand categories that will help in the revival, Bhandula said, “A lot of FMCG brands, OTT brands, airlines have been advertising across all verticals. Healthcare brands and government campaigns have also helped in the revival of the industry.”