Thursday, October 30, 2014

Ariisto Group ropes in Global Advertisers for outdoor promotion

Ariisto Group - Massive Outdoor Campaign with Global Advertisers 

Real estate developer Ariisto has taken the outdoor route to promote its latest project, Bellanza at Ariisto Heaven in Mumbai’s Mulund suburb. Global Advertisers has been engaged for the promotion of this uber luxurious real estate project. 

Spread across the city, the campaign was launched to coincide with real estate purchases that are a regular Diwali feature. However, the season came with its own share of issues as there was a serious shortage of outdoor media sites during the festive season coupled with ‘slow movement’ of existing inventory in the real estate sector. 

“The people at Ariisto trusted us with the campaign, and we put in all our effort to ensure the message reached all the right places. The client has reported 13,000 inquiries in the last 10 days alone, and counting. Not surprisingly, our real estate team has also been approached by several new clients following the massive buzz,” says Sanjeev Gupta, MD, Global Advertisers.

Saturday, October 18, 2014

Global Advertisers launches EMI scheme

OOH agency Global Advertisers has announced a new scheme, under which, its premium inventory will be made available to SMEs and advertisers with smaller budgets at an EMI. The offer was introduced in September and the agency is currently in talks with six clients.

The EMI scheme has been launched in association with HDFC Bank and the EMI period is between 18 months to three years depending on the campaign. Sanjeev Gupta, MD of Global Advertisers said that currently there are no discount schemes available but these might be introduced after seeing the response.

The new move is targeted mainly towards SMEs, real estate businesses, small retail establishments and companies currently grappling with cash-flow issues. "It makes sense to advertise in the peak season when you need the footfalls and pay later in the months ahead. We have extended the offer to all our billboards across the Mumbai Metropolitan Region for clients with a range of budgets," said Gupta.

Monday, October 13, 2014

OOH rides the State Elections wave, revenues put a dent in the spirit

Political Outdoor Campaign - Global Advertisers
The Maharashtra State Elections are perhaps, politically, the most interesting democratic mandate that the state has seen. With long standing political alliances having broken down, it is a case for every person for themselves. The radio industry has already reaped the benefits of an aggressive political campaigning period, but it is hardly the only local medium being used by parties. The outdoor sector has seen an increased demand this time around, which has in some cases also lead to shortage of inventory for corporate players.

 All the five major political parties have been very aggressive this year, said Sanjeev Gupta, MD of Global Advertisers. “They have become very professional in the way they have used outdoor advertising this time. In fact, more than the parties, it is the individual candidates which are being promoted more,” he added. Another industry insider said that the demand for outdoor inventory has been so high that corporate clients have had to push back launches and campaigns due to shortage of inventory.

“The Maharashtra Elections have affected corporate campaigns as the availability of sites came down during the peak season. I would like to clarify that the period between Dussehra to Diwali is never lean. It is peak season for the OOH media industry,” agreed Atul Srivastava, COO of Laqshya Media.
Another reason for the windfall for mediums like radio and OOH is that the campaign period has been less than 15 days. Combine this with the fact this might be the most hard fought elections in the state’s history (due to the breakdown of longstanding political alliances) and there is no wonder that the outdoor sector has been able to reap the benefits.

“Everyone is campaigning on their own. So the demand for media consumption has increased. The premium inventory is always in demand but we have seen non-premium inventory also getting sold out,” said Rajiv Saxena, MD of Blue Ocean Media.

Srivastava also seconded the fact that political campaigns have consumed even the non-premium inventory too. “Moreover since there is a shortage of inventory, the political campaigns have utilized whatever they could get,” he added.

“Yes, the spends on OOH media have definitely gone up this time and could have been higher, but for the availability of the media,” he said.

Each of the alliance partners is now focusing on their core audience and trying to reach them through various communications including OOH.

But does this actually translate to a windfall for the OOH sector? The answer to this is not easy. A media owner we spoke with said that it would have been better to have had corporate clients as the revenue would have been much higher. However, the OOH industry is still riding high on the election wave and with the festive season still continuing, the optimism seen since the start of the year seems very much justified

Wednesday, October 8, 2014

MCHI partners with Global Advertisers

MCHI Award - Global Advertisers
Global Advertisers has been chosen as the official outdoor partner by the Maharashtra Chamber of Housing Industry (MCHI) for its Property 2014 exhibition. The honor was formally announced on October 4, 2014, the second day of the ongoing property exhibition at the Bandra-Kurla Complex in Mumbai.

Sanjeev Gupta, MD, Global Advertisers, said it was Global's innovations, flexible payment plans, and customized packages for the real estate sector that helped them score over others players.

"I thank MCHI for reposing their trust in our team. Global has built a reputation in the last 18 years for providing innovative, cost-effective, and customized outdoor media solutions for the real estate sector. We allow our clients to space their payments to us. We also offer barter deals. We accept flats, plots, bungalows or even holiday homes as payment in lieu of hoardings. It is an exchange of value for value," explains Gupta.
Global owns some of the most premium hoarding sites in the Mumbai Metropolitan Region, including Asia's biggest hoarding in Bandra.