Advertisers & #BANNER1 & # in out of home (OOH) media have to deal with increasing media options and mind boggling numbers of outdoor screens. OOH Media comes to the rescue with Flexicast, a trademark media planning tool.
The company defines flexicasting as "the ability or flexibility to telecast brand communication on Out Of Home Media's LCD and plasma screens as per the advertisers' choice of city, location, target audience, frequency of exposures, creative and language".
The advantages of using Flexicast are that it maximises exposure and media value to the advertiser's target group, minimises media spillage, adds frequency to a TV campaign, adds audiovisual to a print campaign and the visual element to a radio campaign, and adds dynamism to an outdoor campaign.
Raina adds that Flexicast will facilitate media planning of OOH TV and make it easier for advertisers and media planners to adapt it to their media needs and budgets. It gives ample choice in selection of locations to aim advertisements at the target group. Ultimately, it will ensure that the advertiser gets his money's worth. "In a nutshell, it will make OOH TV media planning simple and maximise advertisers' returns on investment."
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With Flexicast, advertisers can also practise proximity or vicinity marketing, where a client can advertise his brand or service in the area of his location for a multiplier effect, to influence people around that area. It can also act as a support to brand activation by narrowing communication in support of local events, brand activation, mall crawls and floats.
"The need for a tool like Flexicast was felt due to heavy media fragmentation, less time spent on traditional media, and more opportunities and time spent out of home," says Raina.
OOH Media was founded in November 2006, and has since grown considerably with more than 100 advertisers today. Its clients include CNN-IBN and 9X in media, Cadbury and Unilever in FMCG, Levi's and Reebok in apparel, Standard Chartered and HSBC in finance, and Nokia, Airtel and Reliance in telecom. It also works with clients from categories such as auto, real estate, travel and tourism, and consumer durables.
OOH Media operates in three different zones, OOH Work, OOH Shop and OOH Play. OOH Work consists of screens in locations such as corporate parks, commercial buildings, IT parks, BPOs, KPOs, airport coaches and health care centres to successfully capture high profile audiences with large amounts of disposable income. OOH Shop comprises malls, lifestyle stores, hyper and super markets and CSDs, thus swinging customers' purchase decisions in favour of the product being advertised. OOH Play takes products straight into entertainment areas such as multiplexes, beauty salons, clubs, pubs, cafes, fast food joints, restaurants and even book shops, to the youth and young families, who are highly receptive to advertisements while they relax. It has a reach of more than 60 million people monthly.
OOH Media's competitors in this domain include Digital Signage Networks, Live Media, Tag Media, vJive Networks and Laqshya Digital.