Ambika Mehrotra, Senior Media Manager, Nestle member of OAA 2024 Jury

OOH Advertising Awards (OAA) 2024 has Ambika Mehrotra, Senior Media Manager, Nestlé, joining as a member of the distinguished OAA 2024 Jury.

Ambika is a passionate and self-driven marketing professional with expertise across FMCG, Telecom and automotive sectors. Her primary responsibilities comprise of creating integrated, multi-channel marketing and customer experience strategies to drive business growth. Prior to this she has had stints in leading agencies working across leading brands like Airtel, Ford, Nestle to name a few. Ambika also has also received ‘India’s best marketers & planners awards’.

Speaking about whether creativity receives its due recognition in the OOH industry, Ambika told Media4Growth, “The creative landscape of Indian Out-of-Home (OOH) advertising has seen significant growth and evolution in recent years. With advancements in technology and the availability of innovative advertising formats, there has been a shift towards more visually appealing and engaging campaigns.”

She further said that “Indian OOH advertising has witnessed the emergence of creative and eye-catching campaigns that utilise various elements such as interactive displays, augmented reality, and dynamic content. While creativity in OOH advertising is certainly present, the recognition it receives may vary. OOH advertising is often seen as a traditional medium, and the focus is sometimes more on the reach and impact of the campaigns rather than the creative aspects. However, there is an increasing appreciation for creativity in the industry, with awards and recognition programmes dedicated to OOH advertising creativity. Overall, while creativity in Indian OOH advertising is gaining recognition, there may still be room for further appreciation and acknowledgment of the creative efforts put into these campaigns.”

Talking about how OOH is perceived in brand media planning strategies, Ambika notes, “There have been distinct changes in how Out-of-Home (OOH) advertising is perceived and incorporated into brand media planning strategies. Traditionally, OOH was seen as a standalone medium, primarily used for mass reach and brand awareness. However, with advancements in technology and changing consumer behaviours, OOH has evolved to become more integrated and strategic in brand media planning.

She explains, “One significant change is the shift towards data-driven planning and targeting in OOH advertising. Brands now have access to various data sources, such as location data, demographic data, and audience insights, which enable them to plan OOH campaigns more strategically. This data-driven approach allows brands to identify high-traffic areas, understand their target audience’s behaviour, and deliver more relevant and personalised messages.”

“Another change is the integration of digital elements into OOH advertising. Digital screens, interactive displays, and dynamic content have become more prevalent, allowing brands to deliver real-time and contextually relevant messages. This integration of digital technology enhances the flexibility and creativity of OOH campaigns, enabling brands to engage with their audience in more interactive and impactful ways.”

Ambika adds, “Additionally, there has been a growing emphasis on measurement and accountability in OOH advertising. Brands are now demanding more robust measurement metrics and tools to evaluate the effectiveness of their OOH campaigns. This includes metrics such as footfall tracking, audience engagement, and attribution modelling, which provide brands with valuable insights into the impact of their OOH advertising efforts.”

“Furthermore, OOH is increasingly being integrated with other media channels as part of a holistic marketing strategy. Brands are recognising the power of combining OOH with digital, social media, and mobile advertising to create a seamless and integrated brand experience. This integration allows for cross-channel consistency and amplifies the reach and impact of the brand message.”

Sharing her perspective on OOH Advertising Awards (OAA), she emphasised, “The OOH Advertising Awards (OAA) in India plays a crucial role in highlighting exemplary works within the Indian OOH industry. It serves as a platform to recognise and celebrate the creativity, innovation, and effectiveness of OOH campaigns in India. The OAA provides a valuable opportunity for industry professionals, agencies, and brands to  showcase their best work and gain recognition for their efforts. By honouring outstanding campaigns, the OAA not only acknowledges the talent and creativity within the industry but also inspires others to strive for excellence.”

Talking about what she looks forward to as a jury member, Ambika says, “As a jury member, I am eager to observe, discuss, and evaluate the following aspects during the judging process.

1. Creativity and innovation: Would look for fresh and original ideas, unique approaches, and out-of-the-box thinking that captivate and engage the target audience.

2. Impact and effectiveness: Would assess how well the campaigns achieved their objectives, whether it be brand awareness, message delivery, or driving specific actions. Will look for evidence of measurable results and the ability of the campaigns to resonate with the target audience.

3. Execution and craftsmanship: The execution and craftsmanship of the campaigns would also be closely observed. I would evaluate the quality of design, visual appeal, and attention to detail.

4. Relevance and context: The relevance and context of the campaigns in relation to the target audience and the OOH medium would be important considerations. I would evaluate how well the campaigns fit within the specific environment and context in which they were displayed, and whether they effectively communicated the intended message to the intended audience.

5. Overall impact and memorability: Would evaluate whether the campaigns left a lasting impression, created a strong brand recall, or generated buzz and conversation within the industry or among the target audience.”

The OOH Advertising Awards function will be held at Hilton Garden Inn, Embassy Manyata Business Park, Bengaluru, on July 27, 2024.