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According to a Nielsen’s article on Indian markets in the first half of 2019, consumer confidence not only increased from the first quarter to the second quarter but consumers have also placed more faith in store brand products; and in different channels of FMCG sales like chemist shops. This means that manufacturers of FMCGs and Retail outlets that sell FMCGs; both named brands and/or store brands, need to work on, simultaneously, entertaining, educating, and localising content; and deliver them to where the consumer lives and shops.
Nielsen published another article that underlines the factors that influence the sales of FMCGs in various retail outlets. They mostly revolve around ideas of reliability and visibility of brands and products on shelves. However, not limited to that both producers and retail outlets, when targeting local/specific markets, must consider the advantages of OOH; both, by and in a OOH plays much role in aiding, improving retention, recall, and sales according to such publications.
The Fast-moving Consumer Goods (FMCG) market is one of the largest & most lucrative entities in the world, while it also features some of the most prominent global brands. Brands in this market are also increasingly likely to advertise their products outdoor, as per the latest figures, the FMCG brands increased their mobile spend by 28% during the same 12-month period. Benefits of OOH Media for FMCG Brands:
Importance of Location – If your primary reason for using OOH media is to drive traffic in-store, the location of your ads remains the single most important factors.
Roadside – Roadside advertising is particularly well-suited to this objective, particularly when you target busy commuter locations with large, 48 or 96-sheet billboards.
Purchasing decisions – Targeting retail parks & ad spaces close to your store can also yield excellent results. Customers are far more likely to make impulsive purchasing decisions while on the move & shopping.
Create Consistent & Eye-catching Brand – Earlier in the post, we talked about the importance of driving brand recognition through integrated and holistic marketing campaigns.
Avoid over promotions – OOH media is a non-intrusive marketing medium that boasts naturally high levels of engagement, it seems a shame to spoil this with overly promotional messaging.
Established in 2015, Mplan a full-service media planning and advertising agency in India. We equip our clients with comprehensive ad inventories across both traditional and digital platforms.
By leveraging Media, Data, Technology, and Commerce, we offer advertising solutions and strategies that empower brands to “Plan Ads Better” ensuring they achieve measurable success.
