Unboxing OOH: Data, metrics & personalization are key

What does it take to make OOH an integral part of the core media plan? This was essentially the question that set the context for the 20-minute fireside chat between Kedar Ravangave, Strategic Marketer (CPG, Ecommerce and Fintech) and Rajiv Raghunath, Managing Editor, Outdoor Asia & Media4Growth on the theme: ‘Unboxing OOH for great brand outcomes’ on Day 1 of the Out of Home Advertising Convention (OAC) 2024 that was inaugurated in Bangalore today.  

An accomplished brand leader, Kedar Ravangave, addressed the core question by drawing attention to the gap between evolution of the medium and perception of its role. “OOH is still seen as a reminder medium or a medium for impact, as against something that is core to delivering engagement,” he pointed out. 

Further sharing his own experience and observations across segments like FMCG, Ecommerce, Fintech, Kedar drew attention to the role of metrics in determining spends. 

Here he emphasised the role of the digital medium in establishing ROI as an important factor in media spend decisions, through the use of right metrics, and therefore the skew towards digital as a medium by brands. Kedar however added that with OOH evolving as a medium with greater integration and the possibility for larger data analysis, the medium is making a come-back. His message was very clear: Across categories, what brand marketers really look for are ROI driven media plans. They will invest in any medium that offers personalisation, sophistication, as is happening in OOH currently, and the possibility to measure returns.

The conversation then came back to its core theme - Unboxing of OOH. Sharing his unboxing OOH moment, Kedar talked about the famous British Airways campaign that brought alive a hoarding with the image of a kid on it, every time a British Airways flight flew by overhead. Drawing on more examples of impactful and interactive campaigns, the conversation came to a very clear conclusion – that OOH is truly getting unboxed in significant ways, pointing to dynamic possibilities with the medium.  

Kedar is a key player on Amazon's leadership team, spearheading Marketing, Brand & Category efforts. His primary focus is to elevate Amazon, Amazon Prime, Amazon Fashion, Amazon Fresh, Amazon Pay, & Amazon Specials to become the most cherished brands in the region. With a portfolio exceeding Rs 1000cr for Amazon India, Kedar leverages over 15 years of expertise in Marketing and Sales.

His journey, spanning from India's leading beauty brand Marico to the forefront of technology at Amazon, showcases his refined skills in Cross-functional Team Leadership, Marketing Strategy, Digital Marketing, and Brand Management. Kedar is adept at managing teams, navigating large budgets, and steering the success of billion-dollar businesses.

Among his many accomplishments, Kedar spearheaded Amazon Prime brand development in India, implementing Best at Amazon Prime playbooks that fuelled double-digit growth in Prime subscription; launched Amazon Fashion, bridging the gap with FK fashion group on perception and business outcomes; initiated Amazon Pay brand, propelling Payment Adoption to rank third in the category among affluent segments; led mass marketing GTMs for Amazon Fresh (Grocery), aligning with product/service changes for rapid evolution; conceptualised and launched the MPAM (Marketing Process and Assets Management) tool, driving streamlined processes; and established the in-house Regional Production hub (Studio CRICKET) for enhanced cost efficiency and quicker turnaround times.