Evolution is the name of the great Advertising Game. Out of Home Advertising industry is filled with plethora of options such as Airports, Billboards, Hoardings, Bus Shelters, Utilities etc. But these options have reached a place where their ROI has started to plummet and your cost to benefit ratio is skewed. The essential elements of Outdoor or OOH advertising namely “Reinforcement” and “Recall” have been reduced because of extremely tenuous costs and therefore lower returns on investment for brands. Smaller brands who used to rejoice on this medium have moved to more cost effective opportunities in terms of Digital. This was putting the nail on the OOH coffin. This segment needed rejuvenation.
This marks the birth of cost effective reinforcement media with tremendous recall and lasting branding presence. We call it by the name of Residential Media. This segment contains Entry Gate branding, Society Gate Branding, RWA Branding and sharing of creative space with RWA’s also.
The BUZZ around RWA
RWA branding is the latest buzzword in OOH advertising. Cost effective being its forte along with multiple impression points and guaranteed viewership this new medium of advertising pillars on OOH and creates continuous buzz for the brands. Many brands have lapped up this opportunity of media and taken benefits of continued advertising platform and reaching out to the end consumers. Branding on the entry and exit gates is giving the consumers an opportunity to be made aware about the brand in the easiest of ways subsequently creating a strong brand association for the consumer with the Brand. When a person desires to buy a refrigerator and on the entry gate is greeted by Daikin the consumer creates an impression of the brand in his mind and when the same is reinforced while he is at the point of purchase the result is “Actual Purchase”. Continuous reinforcement creates long term recall and works on the subconscious mind and creates willingness to purchase the specific brand. RWA branding scores on these areas and delivers superior return on investment.
