Global Advertisers bullish on current quarter, reinforces quality imperative

network2media Bureau

Monday, 14 February 2011 09:00 (IST)

NEW DELHI: Quality is paramount. Leading OOH firm Global Advertisers has made quality its credo in every conceivable engagement in the outdoor domain. And the results speak for themselves. Over the last year and more, as the Indian OOH industry fast-tracked its northbound journey, the leadership at Global Advertisers decided upon placing a premium on quality instead of quantity. The OOH firm directed particular attention on creating premium sites that would be compelling advertising platforms for top brands instead of relentlessly expanding its media ownership. Sanjeev Gupta With this approach, Global Advertisers is looking to grow at 30 percent in the current quarter. Reflecting on the firm’s strategy and outlook, Sanjeev Gupta, chairman, Global Advertisers, told network2media that the business success stems from careful planning and execution of each outdoor activity which has yielded in a significant number of repeat businesses. Global Advertisers has done pioneering work in the outdoor advertising of banking and financial institutions. The firm has over the years executed a large number of IPO campaigns. While the focus on these areas will remain, Gupta said the emphasis is now on corporate brands in sectors such as real estate, FMCG, media and entertainment, among others. “Bright, well-illuminated giant-sized display concepts targeting the city’s bustling night life have earned Global Advertisers many new real estate clients,” he said. Further, in executing campaigns for banking and FIs, Global Advertisers has introduced a cost-effective combination of ATL and BTL activities to give the desired result to the clients. This combination includes flagship service of hoardings, mobile vans, street furniture and ground level activities like back packs, look walkers, lit balloons, public utilities, etc. Notably, the firm has taken key steps to usher in green outdoor properties such as solar energy lit billboards with LED display. This is at a nascent stage but Gupta maintained that green energy will become integral to outdoor advertising in the days to come. He said that Global Advertisers is in talks with international players for the latest solar technologies for outdoor media illumination. On digital OOH, his observation was that the Indian outdoor domain will also get progressively digitalised in tandem with the international trends. Global Advertisers is already working on proposals to introduce digital media properties in select cities. The firm’s presence is concentrated in Mumbai but plans are afoot to expand the footprints in all four major metros. In due course, the firm will expand into the mini Metros, he said. However, there is no plan on the anvil to take up street furniture projects or such initiatives linked with city beautification. Gupta explained that premium hoardings continue to command brand attention and therefore Global Advertisers will be focused upon creating and developing quality hoardings instead of spreading itself thin. Social communication is another key dimension of Global Advertisers’ looming presence. The firm has supported several social causes including fund-raisers. While Gupta would like the social communication to make a deeper impact on society, he observed that as an outdoor firm Global Advertisers’ objective is to provide an information tool for the communication to reach the targeted groups. Beyond that the onus is on the target groups to receive the communication in the way they think best. As a CSR initiative, Global Advertisers has also established a school called Karunanjali to provide school education to the children in the slums of Mumbai city. “We believe that education can elevate the people who are downtrodden and backward both economically and socially. Karunanjali also gives financial aid to the orphanages and homes for the economically weaker sections of society,” said a company release. Besides, Global Advertisers has been associated with several social issues like AIDS awareness, blood donation, counter-terrorism, Save The Tiger, road safety, water conservation, among others. With a multi-pronged approach Global Advertisers is fully geared to ride the crest of the current buoyancy in business.