How OOH can be a ‘bingo’ medium for FMCG

At the recent OOH Advertising Convention (OAC) 2024, Aishwarya Pratap Singh, Chief Business Officer of ITC Foods, shared his perspective on the enduring importance of out-of-home advertising and its role in creating a comprehensive marketing strategy for FMCG brands.

Aishwarya Pratap Singh, Chief Business Officer of ITC Foods, shared his insights on the importance of OOH as a medium at the recently held OOH Advertising Convention (OAC) 2024. In an informative presentation titled ‘Reimagined OOH: A Bingo for Brands,’ Aishwarya highlighted the evolving landscape of out-of-home (OOH) advertising and its continued relevance, especially for FMCG brands. Here is a deep dive into the key takeaways from his talk.

The power of storytelling in OOH campaigns

Aishwarya began with an interesting example from 2022, where a campaign for Bingo! Mad Angles cleverly highlighted the live temperature of the city and then took the messaging up a notch by comparing it with the fiery peri-peri flavour of their product. This communication would not have made an impact if it were seen on smaller screens within the comfort of the indoors. He thus emphasised the impact of larger-than-life OOH displays and its continued relevance. 

The 360-degree campaign approach

Aishwarya also highlighted how the success of FMCG brands hinges on a 360-degree campaign strategy. “Unlike newer digital-first brands, traditional FMCG companies cannot afford to focus on a single medium as we operate in large categories with omni present consumption occasion and needs,” he pointed out, building the case for an integrated approach, encompassing TV, print, digital, point-of-sale merchandising, and PR - all essential to reach diverse consumer touchpoints. Also, as he pointed out, despite the rise of e-commerce and modern trade, a sizeable portion of FMCG sales still come from general trade, and hence the need for widespread brand visibility across multiple channels.

Resurgence of OOH with increase in going-out behaviour

Aishwarya also highlighted the surprising resurgence in OOH advertising, despite the surge in digital marketing during the COVID-19 pandemic. Citing recent data from the Kantar OOH panel, he noted a 44% growth in OOH consumption in India (outpacing other countries) and OOH consumption growing faster in-home consumption within India. This trend suggests that while digital engagement has increased, people are also spending more time outside their homes, creating a valuable opportunity for OOH advertising.

Key strategies for effective OOH campaigns

Aishwarya also mentioned key strategies for creating and effective OOH Campaign:

1. Simple and clear messaging: Aishwarya emphasised the importance of keeping OOH creatives simple, especially given the fleeting nature of consumer attention. “Campaigns should focus on one or two key messages to ensure clarity and impact,” he pointed out.

2. Strategic location selection: The placement of OOH advertisements is most crucial. Drawing on the example of brands he managed, Aishwarya shared how he prioritises locations near consumption points like malls, supermarkets, and market areas and other out of home consumption centres to boost the relevance and effectiveness of OOH campaigns. For example: YiPPee focuses a lot on bus shelters that are near marketplaces so that it can gently nudge costumers who are out for their grocery shopping to pick it up too.

Bingo! rides on the perpetual rise in daily commuters to create the craving as they reach their destination.

3. Integration with other media: Aishwarya also emphasised the need for OOH to be part of a broader media mix, rather than being a stand-alone medium. As he pointed out, this integration ensures consistent messaging and maximises reach across different consumer touchpoints.

4. Creativity and innovation: While maintaining simplicity, Aishwarya advocated for innovative OOH executions that capture consumer attention. He shared examples of creative campaigns from his experience to bring alive the point. From Sunfeast Mom’s Magic pronouncing India’s first cashew filled cookie through a hoarding bursting with cashews to the Bingo! Tedhe Medhe promoting its consumer promo through a moving football or even the Bingo! Mad Angles hoarding announcing the new pack by moving chips from old pack to new pack - such campaigns not only keep the advertising medium vibrant but also helps in bringing alive the brand proposition in an innovative way- thereby creating an ever-lasting impact in the mind of consumers.

Challenges and the future of OOH

Voicing a common concern in the context of OOH, Aishwarya acknowledged the challenge of measuring effectiveness of OOH campaigns, especially when compared to digital media and other conventional mediums like TV and print. However, he believes that advancements in digital OOH will enhance measurement capabilities, providing marketers with better data and insights.

Aishwarya concluded with a call-out for a more aesthetically pleasing OOH ecosystem, one that not only serves brands, but also enhances the urban environment and adds to beauty of the city. Given the real estate the OOH media occupies, it is time to look at OOH as an essential part of public space design wherein they are not just communicating a brand message but also extending their added functionality for public services and engagement.

His concluding thoughts in fact encapsulated the crucial elements that can drive the continued relevance and growth of OOH advertising - creativity and quality of content.