Big budget for Outdoor Advertising in 2011

Sanjeev Gupta, MD & CEO, Global Advertisere :
Rapid economic growth, changing lifestyles and induction of high-end technology in the advertising industry have all given brand promotion initiatives in the country the big push. In this scenario, brand owners and advertisers are making frenetic efforts to strengthen their consumer connect using upgraded, updated advertising tools.

As a result, high profile brands in the retail, automobile, real estate, telecom and banking sectors have expanded their budget for outdoor and BTL activities in year 2011.

The Indian outdoor industry has come a long way in recent years and we have grown with this industry. From MNCs to SMEs from different business sectors have begun to invest 40 percent of their total brand promotion budget in outdoor advertising. I have happy to state that Global Advertisers’ profits increased by 30 percent in 2010, with entertainment and banking sector contributing the most. I believe 2011 will be a year of extreme possibilities and demands.

The tools and techniques of outdoor advertising have undergone cataclysmic changes. Gone are those days when ordinary billboards were used for outdoor displays. The OOH industry has indeed given a lot to advertising brands in terms of ROI, strategic locations and innovations in year 2010. That has led to the industry heavyweights increasing their spend in the domain by 20 percent in comparison with the previous year. Outdoor advertising in the first quarter of 2011 is likely to be dominated financial, banking, travel and tourism and hospitality sectors.

As a media owner I believe that outdoor communication has been the backbone of advertising campaigns of brands. Year 2011 will see new
entrants going for digital signboard, neon and other futuristic hoardings.

Review of 'HOUSEFULL' in 'Global's' way

Innovative BTL - ‘Global Advertisers’

     After setting records of many successful IPO’s OOH advertisement and facilitation by Aqua Logistics for invaluable contribution in the success of its IPO, Global Advertisers has set new record by undertaking OOH Advertisement activities of 'Shree Ganesh Jewellery' to successfully raise funds through their IPO’s issues.

     Global’s strategy of closely monitoring – market situation, location and client’s response time to time and according to that providing perfect start to end outdoor solutions including rotational schemes, creative and innovations, Flexicasting, best Media Mix and upgrading media quality, helps clients to reach out the right investors, at the right time, giving remarkable results, and most importantly with very limited budget.

     Global believes, no matter how good your product is, the important element is to communicate properly and reach out to customers with the right image. And so, Global decided to go out of the way and try some Innovative BTL activities for ‘Gaja’s IPO Campaign. Global Advertisers has used hoardings, mobile vans at strategic locations, eye-catching umbrellas, placards, kiosks and backlit look-walkers roaming the cities to attract a huge number of eyeballs to the campaign.
      
     We had to ensure that the communication reached the potential investors across India 24x7. For this, we used large media formats to strengthen the brand equity and awareness and small media formats to complement the overall marketing programme and above-the-line mass communication.
      

     The 'Look-Walkers' generate curiosity & amp; unmatched visibility at eye-level. We have used innovative media formats which are rarely used for IPO campaigns & that has ensured necessary awareness & buzz around this activity.



     Global Advertisers is consciously creating a niche and core competence around the financial advertising arena within the broader gamut of OOH advertising.

Global Advertisers OOH campaign rakes in moolah for DQ Entertainment’s IPO

After setting records of many successful IPO’s OOH advertisement and facilitation by Aqua Logistics for invaluable contribution in the success of its IPO, Global Advertisers has set new record by undertaking OOH Advertisement activities of DQ Entertainment LTD. and Pradeep Overseas Ltd. to successfully raise funds through their IPO’s issues. Global has created niche in IPO’s OOH advertisement.

     Our strategy of closely monitoring – market situation, location and client’s response time to time and according to that providing perfect start to end outdoor solutions including rotational schemes, creative and innovations, Flexicasting, best Media Mix and upgrading media quality, helps clients to reach out the right investors, at the right time, giving remarkable results, and most importantly with very limited budget.

     We believe, no matter how good your product is the important element is to communicate properly and reach out to customers with the right image. And so, we study detail requirement of clients, their product, their extensive potential clients and market situation, to give best solutions.

     Hope our fresh, result-oriented ideas, cost-effective media solutions, well-orchestrated team efforts and quality services will help more and more companies in future.

Global Advertisers

‘Nothing goes waste’ and so recession. Where people were crumbling for recession, it has actually taught us how to beat worst situation and also paved way for many ideas, new lateral thinking and talent.

Wobbling market of 2009 has brought huge reduction in spends by companies, else entire sectors went off advertising. To cope up many media owner started offering discounts and schemes, which has actually resulted in heavy losses.

When nothing works, we search for ‘Something’ that will work. It was time, when we thought of reviewing Market, consumer behavior, and also how we can give more to companies, without occurring losses. While study, we have considered top four categories of advertising in OOH - retail and real estate, Telecom service providers, Media and entertainment, Banking and Mutual funds.

Consumers always seeks for value for their money, they want more and quality by spending less. We found that, Indians are not shoppers, they are buyers. They usually don’t spend much time on searching, browsing, or comparing. 80% Indians step out of their house with mission of buying, picking up brands that are important to them, ones used for long time, or product which has grabbed their attention, which they think could give them best usage and value for their money.

At the same time, Companies which were occurring losses despite of providing best services were looking for something, which will help them to retain and attract new consumers, and profits.

So, we started giving media solutions according to company, product, consumer, and market situation. We thought of rotational schemes, creative and innovation, best Media Mix and upgrading media quality, which allowed Flexicasting to companies, i.e. flexibility of doling out multi category advertising options for given time and budget. It incorporates regular OOH advertising, like mobile vans, station branding, neon signs, etc. and some exclusive advertising options like inside multiplexes, amusement parks, Subways, etc.

Even for IPOs of ARSS and Aqua Logistics, Global has introduced path-breaking media strategies and futuristic technology that have transformed the image of outdoor advertising. Global Advertisers poised to help ARSS and Aqua raise crores from the market to fund their ongoing projects and future growth.

Sometimes discount and barter happened but has benefited clients in the form of cost savings and the agency in the barter value received.

Every worst situation is challenge, which gives you opportunity to grow. Now as we have brought so many new solutions, 2009 was ‘Year of Correction and perfection’, and 2010 will be ‘Year of growth’.

IPOs enjoy Global edge

ARSS Infrastructure and Aqua Logistics IPO’s enjoy Global edge. 

Global Advertisers brings “clear-cut advantage" in what is otherwise a very challenging market for IPO. Armed with 15 years of unmatched experience in handling over 50 topmost IPO’s, Global Advertisers is poised to help ARSS and Aqua raise crores from the market to fund their ongoing projects and future growth.  Global’s highly strategic and prominent hoardings from Mumbai to Bhubneshwar are put to task to the make the IPO’s oversubscribed in a record time.
  

As you read this, an army of conventional as well as high-end billboards are grabbing eyeballs of millions – encouraging them to take a wise investment decision.  These outdoor ads are catching attention of the people at the perfect moment – walking or driving to work in the morning, when mind is clear. Most interestingly, Global’s outdoor creative for the IPO’s are quick and easy distraction in the competitive advertising environment.  

Moreover, Global Advertisers’ ahead-of-its-time infrastructure and highly-committed taskmasters work round-the-clock to give corporate heavyweights more than desired. Headed by Mr. Sanjeev, the face of revolution in IPO advertising, has introduced path-breaking media strategies and futuristic technology that have transformed the image of outdoor advertising.  He has tapped new avenues for MNC’s demanding exclusivity with first-of-its-kind media innovations.  The think-tank behind the dynamic agency, Mr. Sanjeev challenges the creative levels everyday to successfully build brands and launch IPO’s across the nation. 

In the past, Global Advertisers had intelligently used outdoor media for Godrej Properties, Bank of Baroda, Janmat, Lotus, 20 Microns Ltd. Austral Coke, Thomas Scott, Export, Jindal Cotex Hilton, Globus Spirit,  Omnitech, Avon Weighing Systems, Ltd.,  Varun Industries Ltd., etc to oversubscribe their IPOs with an overwhelming response.

How to make Outdoor Advertising work in your favor during IPO. 

1.	Build brand equity: Launch, re-launch or build a brand by increasing the brand awareness using innovative outdoor ads.
2.	Make an impact: Create a lasting impact by using the media creatively. Use a spectrum of colors, fonts and styles to make your outdoor IPO ad eye-catching and appealing.
3.	Reach large audiences at low cost: Reach large yet specific audiences at a lower cost as compared to the other media.
4.	Segment market to target unique customers: Segment the market and advertise according to area's specific requirements. For example, to reach the workforce of BKC, do corporate branding in that particular area.
5.	Compliment other media: Use it in combination with the other media to increase the impact of the campaign. It can serve as a reminder to reinforce the brand image for sustained brand awareness.