Showing posts with label OOH Media. Show all posts
Showing posts with label OOH Media. Show all posts

IPL in South Africa - Comments from Media Professionals

9:50 PM

(1) Comments

I asked a question in a previous post a few days back on what is going to be the effect of the IPL being moved to an international location this year on viewer behavior and what impact, if any, will this have on media revenues during the season.

Well apart from the expert comments I received from two of our "panel" experts - Abhishek and Ajit, I also came across this article on exchange4media.com where some eminent media professionals of the country have shared their thoughts and I quote below:

Nandan Srinath, COO - Radio Mirchi:
“Cricket always has had healthy revenues. Now, even though the matches won’t be played in India, the viewerships would not be affected”. He added, “So, basically other than the venue change, everything else pretty much remains the same.” He further said that the ad campaigns for IPL would go on air at the FM station in the coming week.

Anant Chakravarty, Sr. VP - Big FM:
“Although we have not finalised a fixed revenue figure, we have already started working towards the campaigns and various advertising packages. With the change of venue now, the only difference in terms of advertisements is the variation in the content that we are going to create. There is a little ambiguity regarding the dates, but once that is cleared, we will be out with our ad campaigns.”

Neeraj Chaturvedi, Delhi Station Head, Fever FM:
“According to me, all the three media – print, television and radio – will miss out on some revenue with the tournament being played outside India. Personally, I would have never wanted the venue to be shifted.”

(a bit of trivia - did you know Fever FM is Virgin Radio's India venture? I didn't!)

So there doesn't seem to be a clear verdict yet on how media will be affected. Personally I think while agencies which handle on-ground promos and activities will definitely miss out on the revenus and brands the opportunity to make a solid connect with the consumers on the ground, traditional media like television and radio will only gain viewership from last year.

Amit Budhiraja

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Advertising on Airport Baggage Trolleys

2:48 AM

(4) Comments


Advertising on baggage trolleys at Delhi Airport costs about 100 bucks per day per trolley, so says this recent article from afaqs!. Let's do some quick back of the envelope calculations here -
  1. Let's say we hired 500 trolleys for 30 days, our total advertising spend would have been a cool 15 lakhs. i am not even counting costs of printing, service tax and everything else.
  2. Now, assuming the airport functions 18 hrs a day, 30 days a month and the average replenishment time for a trolley is 30 mins (the time in which a traveller picks it up, uses it, leaves it and then some airport liaison drops it back at the trolley pool, now ready for its next use). i know, 30 mins is an extremely ambitious target but let's study the best case scenario first.
  3. So basically we are saying each trolley can do about 36 rotations or rather can touch 36 passengers in a day. Thats 36 passengers times 500 trolleys times 30 days, or 5.40 lakh passengers in a month.
  4. That gives us 15 lakhs spent to reach 5.4 lakh passengers, giving an effective Cost per Thousand contacts at roughly 3000 bucks !!

Seems to me like a very expensive proposition, especially for a medium which has limited capabilities in terms of the content it can deliver. Most of the examples I can recall are of Banks just putting their names on the trolleys - 'State Bank of India'. That's 15 lakhs spent very poorly if you ask me. 15 lakhs will get you at least a couple of hoardings in a prime area in any metro which will definitely give you much higher reach and you could convey so much more about your brand\services etc.

Having said that there is one area where I feel this can have some utility - instances where you can or would like to ellicit an immediate action from the viewer. For example:

1. You are a Cafe Coffee Day at the airport. Put a picture of a delicious sandwich and a coffee and pose the question - 'hungry? head to CCD'. tickle the consumers senses and get immediate response.

2. One good thing about this medium is that the passenger is going to spend some time with this media. You could put important information for the passenger to note down, say "Call 13402804 to book a free test ride of the new Fiat Linea'', "Done with your tax planning for the year? Call 12301980 to find out more about our tax saving products". So you get the idea right?

So my take is only advertising which is meant to encourage an immediate viewer action is suitable for this medium. Generic Brand advertising would only de-optimize your advertising budget.

Amit Budhiraja

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