Thursday, August 7, 2008

Is OOH Media a good solution for NGO Fundraising?


Well first, what is OOH media? If you already know you can safely skip the next paragraph.

OOH media in the context of this article are the LCD and plasma screens that one sees in malls, restaurants, office cafeterias, lift lobbies, condominiums, hospitals and airports. OOH stands for 'Out of Home'. There is more to OOH but covering that is not the intention here.

Some of these places have a captive audience and hence show advertisements interspersed with some programming.

These could be ideal for fundraising. We all know that it is beyond budgets for non-profit sector to buy spots on TV for raising funds. The erstwhile 'free-spots' have become far and few.

In light of all this OOH may be a more economical solution. Another advantage is that you can show the content as per the suitability of the location. For example the one in an hospital can talk largely about health issues while the one in airports could talk about donating your air miles.

One of the companies in India who are active in OOH is called by the generic 'OOH Media’ name (www.oohindia.com/). The company, if their byline is to be believed, is the largest OOH media company in India. There are also few others also like Times OOH, Clear Channel, Selvel, Vantage, Pioneer, Portland and Lakshya.

OOH India as a part of their CSR is doing an awareness generation and call for action campaign for UNICEF. Let's see how this medium works out for non-profits.

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