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.