How FMCG may use OOH as a bingo medium

Aishwarya Pratap Singh, Chief Business Officer of ITC Foods, spoke at the recent OOH Advertising Convention (OAC) 2024 about the lasting value of out-of-home advertising and its part in developing an all-encompassing marketing strategy for FMCG brands.The Chief Business Officer of ITC Foods, Aishwarya Pratap Singh, spoke at the recently attended OOH Advertising Convention (OAC) 2024 about the value of OOH as a medium. During her enlightening talk, "Reimagined OOH: A Bingo for Brands," Aishwarya emphasized the way out-of-home (OOH) advertising is changing and how important it is still, particularly for FMCG companies. Here's a detailed analysis of the most important lessons he discussed.The impact of narrative in out-of-home advertising Aishwarya started out by citing a noteworthy instance from 2022: a Bingo! campaign. The city's current temperature was deftly emphasized by Mad Angles, who then elevated the messaging by drawing a comparison between it and their product's hot peri-peri flavor. If this communication had been shown indoors on smaller displays, it would not have had any effect. He thus emphasized the significance of over-the-top OOH displays and their ongoing applicability.

The 360-degree strategy for campaigns Aishwarya also emphasized how a 360-degree advertising approach is essential to FMCG firms' success. Pointing out that traditional FMCG companies operate in large categories with omnipresent consumption occasions and needs, they cannot afford to focus on a single medium, unlike newer digital-first brands. He made the case for an integrated approach that includes TV, print, digital, point-of-sale merchandising, and PR—all crucial to reaching a variety of consumer touchpoints. Additionally, as he noted, a sizable amount of FMCG sales still originate from general trade, despite the growth of e-commerce and modern trade. For this reason, there is a need for widespread brand visibility across a variety of channels. OOH resurgence accompanied by an uptick in going out Aishwarya also emphasized the unexpected comeback of OOH advertising, in spite of