LOCAD sees a silver lining in looming clouds of uncertainty

At a time when OOH advertising has come to a standstill, ad tech firms like LOCAD see an opportunity to influence the advertising brands to use tech-enabled planning tools to look at OOH advertising afresh. Rishabh Mehta, Founder of LOCAD said the current situation presents an opportunity for LOCAD to influence advertising brands to embrace tech-based media planning options and metrics for RoI. He is hopeful that brand marketers would be more amenable to having options like what LOCAD offers in their consideration sets, especially in times when marketing and advertising activities are at a low key.

“We are having conversations on this count with 4-5 brands which are likely to have positive outcomes,” said Rishabh.  A fashion footwear brand had already opted for LOCAD’s media planning tool Plano for their OOH campaign. “This brand has taken the tech-led media planning route for the first time,” he said. The campaign will be rolled out once the lockdown ends.

Rishabh added that LOCAD is receiving an increasing number of enquiries from clients, some of them from the overseas. “We have received enquiries from five international companies in the last five days.”

Along with OOH media planning & measurement tools, the company also offers targeted mobile advertising solutions that have seen an upswing in demand in the lockdown period.

“While this pandemic outbreak has slowed down the business wheels, brands are definitely looking to make a strong comeback to the market and some of them are already mapping their comeback plans,” summed up Rishabh.