MUMBAI: With an incremental rise in the ad space crunch across the traditional advertising platforms (print, TV), the only new way to grab more consumer attention is by integrating radio with outdoor advertising, said Radio City 91.1 FM CEO Apurva Purohit.
Speaking at the Outdoor Advertising Convention 2008 here today Purohit said, Both radio and outdoor advertising today are the only media which straddle across traditional (print, TV) and new age media (internet, digital) and are equally impactful when used along in either basket. And, if you want to create an impact which is much more effective, integration between the two is the definite answer.Purohit, who is also serving as the president of the Association of Radio Operators of India (AROI), believes that radio and outdoor are the only media which uses a consumers ?‹?“dead time at zero cost.
The fact that radio and outdoor dont take a pause in your life and only become a part of it, makes the combo less intrusive and more sticky.
As per industry analysts, while an increase in the OOH phenomenon is helping outdoor and radio deliver more eyeballs, radio as a medium is now becoming more complementary with outdoor.
While a significant increase in out-of-home activities makes it possible for brands to reach consumers at newer touch-points, integrating it with radio makes it possible for brands to retain the consumer better. This is because radio is ?‹?“the theatre of the mind. It allows your imagination to paint a picture which is larger than life. Outdoor on the other hand, conveys the message with powerful graphic images and visual association, elaborated Purohit.
Finally, Purohit stated that with the increasing client pressure on creatives to attract more consumers day by day, the advertisers can definitely look forward towards this new integration as a brand new means to drive in more eyeballs.
Radio and outdoor definitely work hand in hand. Its the power of two. Outdoor grabs attention to complete the picture. Radio elaborates with details to complete the story. And hence together, they complete the communication. Simply put, outdoor makes radio visual and radio makes audio aural, Purohit ended.