India’s population is constantly urbanizing and modern advances have even penetrated rural areas. That is why it is easy to find many busy farmers on their phones, even on WhatsApp. Advertising in contemporary times is also adapting. Today the old complements the new, so to speak. New technology combined with old ideas has created success stories. Outdoor media allied with other media can be very beneficial.
One particular industry that could benefit the most from out-of-home advertising would be e-commerce websites. One of the fastest growing sectors and is expected to continue growing. It has transformed consumer behavior – one of the greatest feats of social engineering. Today everything is simplified, from ordering taxis to selling old washing machines. Everything can be done by sitting at home.
To capitalize on the growing market, many companies have started a media buying “blitzkrieg”. Nowadays it is normal to see newspapers with e-commerce ads. So much more space is allocated to advertisements than to news. In fact, some newspapers get fat shortly before the holiday seasons. As in many cases, these pages are turned or ripped off. Although it is very effective, it is still not enough.
In today’s world, there is more room to be creative as work can be easily sourced from professionals thousands of miles away. At a much cheaper price than in the past, when doing such a thing was impossible or very difficult.
Outdoor media or advertising away from home is a tricky fish, if not done properly it can get out of hand. Basically, the ads should compliment the reader (consumers!)
Duration
It can be identified according to seasons, holidays, etc. For example, when winter rolls around, winter care product companies start advertising their products because there is demand during the season. Outdoor advertising can create a great impact on the consumer. In some cases, it can even remind consumers about the upcoming winter season. The same goes for the holidays. Outdoor media can remind people of the big festival in a less intrusive way because; it does so without invading an individual’s personal space.
Connection
You can attract consumers, but you have to persuade them. You can put a point on a board and it will be seen by as many travelers as any normal advertisement would. What needs to be done is that the content connects with the consumer. The content must be so engaging that it holds the viewer to the end. So bright and compelling, even if someone sold sand in the desert, the consumer would buy it.
Rental
Don’t just buy ad space. Sometimes one ad placement can attract more traffic than 10 less prominent placements. Outdoor media is highly location dependent, based on prominent product location changes. An expensive soap will sell better in wealthy parts of the city than in less prosperous ones. Therefore, it is best to advertise only in the area where people can actually afford to buy the product.