Showing posts with label News. Show all posts

Sunday, April 17, 2016

IPL outdoor ad spends estimated to have dipped by 50%

Season 9 of the IPL has seen a muted response from brands, in terms of outdoor activities said the heads of outdoor agencies and media owners that we spoke with.

Mandeep Malhotra, Co-Founder of The Social Street, says spends (on outdoor) might have gone down by as much as 50 per cent this year as compared to last year. Sanjeev Gupta, MD of Global Advertisers, puts the number even higher, at 60 per cent. Even Noomi Mehta, Founder and MD of Selvel, agreed that very little activity has been seen by brands around the IPL, even though outdoor advertising, otherwise, has increased.
However, though brands might have reduced their spends on OOH, the BCCI has increased its outdoor budget for this year. According to sources, the BCCI has spent around Rs 5 crore on a massive 40 city campaign for the duration of the tournament.

“This year we are witnessing a decline in the interest for IPL from audience and brands. It may be because we have recently been through the 2016 World Cup. At Global Advertisers, we had promoted IPL campaigns on large hoardings till last year, but this year, we haven’t seen much presence of IPL on any medium. IPL has given great opportunities to us since 2008; popular brands like Pepsi, Vodafone, DLF, Diakin, Kingfisher, Set Max and Idea had promoted their brand association with IPL on hoardings around Mumbai and mini metros in past seasons,” said Gupta.

The packed cricket schedule might have led to advertiser fatigue and could be one reason but Malhotra also points out that another reason might be the kind of sponsors who have come on board this year. "The new, first-time sponsors do not want to make media spends. Sports is not something where you can just sponsor a logo on the kit and leave it. You have to do fan engagement, on-ground activities, etc.," he said.

However, Atul Shrivastava, COO at Laqshya Media, agreed with Mehta's assessment that OOH spending has increased though he admitted that it is difficult to "correlate them (OOH Spends) with IPL. "In the previous years, spends on other mediums including OOH used to come down. But this year it is normal and better. So we can say that activities on OOH have also increased (compared to last year). In terms of percentage, there is a growth of 8-10 per cent (approx) in OOH spends compared to last year around this season.

The fact that TV ads are highly expensive but the most sought after could also have contributed to lesser budgets for outdoor and other mediums. Mehta agreed that TV is the main medium when it comes to the IPL. "If you see, anyway the amount of activity being done in the home cities and stadiums has decreased over the years. Brands would rather just go for team sponsorships," he said.

The importance of TV, where a 10 second ad spot is going for around 5.5-7 lakh, according to sources, is highlighted by the example of Housing.com, which has launched its first ever TVC campaign during the IPL. Last year, the company had preferred to take the digital route but this year, the company has decided that TV will be its main focus area for advertising. When asked whether the company has any plans to utilize other mediums, Nikhil Rungta, CMO at Housing.com said, "For now, we have only taken space on TV and will be supporting it through digital properties. There are no plans for using other mediums or Hotstar, etc. right now. The main focus this year will be TV."

On the other hand, H&R Johnson, which is one of the sponsors of the Gujarat Lions, will be taking mainly the digital route, through promotions and contests. However, Joydeep Mukherjee, Executive Director & CEO of H&R Johnson, said that there would some OOH campaigns that will be carried out in "few" towns.

- See more at: http://www.exchange4media.com/outofhome/ipl-outdoor-ad-spends-estimated-to-have-dipped-by-50_64061.html#sthash.iRVyEqLo.dpuf

Sunday, January 3, 2016

Godrej flagship housing project makes Mumbai sit up with Global Advertisers

Godrej Properties has announced its prestigious THE TREES project in Vikhroli, and they have roped in
OOH giant Global Advertisers to do the job. With selected sites in Vikroli, JVLR, Sion and Tagore Nagar announcing the integrated township project, the on-going project is creating sustained interest in these areas.

"Going by the reports we have received so far from the market and even the feedback from the clients, all the hours spent in studying the client brief, planning the media mix and the carefully orchestrated execution have paid off," said Sanjeev Gupta, MD, Global Advertisers.

Global has executed approximately 1.5 lakh successful campaigns, 1 lakh product launches, 80,000 in-film branding contracts and over 2 lakh event sponsorships in the last two decades. Global's creativity, innovation and ability to deliver out-of-the-box OOH media solutions have won them 350 awards, and over 500 letters of appreciation.

A recent British Broadcasting Corporation (BBC) report surveying the world hoarding industry makes special mention of Global Advertisers’ billboard site in Bandra.

Wednesday, October 28, 2015

OOH to grow 7-8% in 2015 on back of e-commerce, real estate spends

The outdoor advertising sector saw an increase in ad spends in the quarter ending September and is on track to register 7-8 per cent growth in 2015, said OOH owners and media agencies we spoke with.

According to OOH agency heads, the increase in ad spends could be attributed to a number of reasons. For example, Nabendu Bhattacharyya, MD of Milestone Brandcom says Q3 has been better because of spending by categories like mobile handsets, m-commerce and e-commerce and media and entertainment. “Previously, we have not seen the m-commerce category spend this strongly. I would say that ad spends have gone up by 20-25 per cent in July-September’15 as compared to the same period last year,” he said.

On similar lines, Sanjeev Gupta, MD at Global Advertisers, welcomed the positivity seen in the market in this quarter, claiming that the market had picked up momentum after a recessionary trend in Q2. He said that ad revenues for OOH would have increased in the range of 70-80 per cent in Q3 as compared to Q2. When asked about which categories have spent the most money, he singled out electronics, real estate, entertainment channels and event companies. “Even among e-commerce companies Amazon has clearly been the biggest spender. Apart from Amazon, there were just 2-3 others that have spent big, but Amazon has spent a lot of money on all mediums,” he said.

Noomi Mehta, Chairman and MD of Selvel also agreed that, overall, ad spends on OOH had increased across India with Mumbai and Delhi seeing a lot of spending and with Bangalore remaining steady. However, he pointed out that the ongoing tussle in Kolkata with the municipal corporation has caused clients to drop investments in outdoor. “We cannot understand what is going on in Kolkata. They (The municipal corporation) say that out of the 400 sites given to us, 250 are illegal. So even clients have lost interest and don’t want to advertise,” he explained.

On the other hand, Rajiv Saxena, MD of Blue Ocean Media, feels that the OOH sector will not grow till the inventory crunch being faced is addressed. “There has hardly been any new media or new inventory introduced for a long time. So long as the industry remains local it will not grow,” he said. Saxena, however, agreed that Q3’15 had been much better than Q3’14 due to government campaigns as well as spending by e-commerce sector even though some sectors like the film industry have not been doing any promotions on OOH for the past 6 months.

Friday, March 27, 2015

Global Launches project Sheltrex for Xeco Group

Posted By: adminon: March 27, 2015In: RegionalNo Comments

Mumbai: Global Advertisers is making OOH work wonders for the Xeco Group, and the market is noticing it too. The real estate group’s residential project Sheltrex at Karjat, designed by well known architect Hafeez Contractor, and promises ‘Next generation living experience by applying the world’s latest technologies in urban design, energy conservation, communication, water and sewage management and safety.’

The project is a short walking distance from the Karjat railway station.

The campaign spread across Mumbai includes the Mumbai-Pune Highway with hoardings and bus shelters with specially designed neon signage.

“The project promises a complete smart city experience campaign to buyers. The design, amenities, facilities and town planning are impeccable. Our job was to communicate to potential buyers that all this is available at unbeatable Karjat rates. The campaign began in the middle of the month and will continue for four weeks. The calls have increased substantially since the campaign began as have the footfalls. The client is happy with the initial buzz. We have invested a lot of time, strategic thinking and effort to ensure that buzz is created in targeted pockets in the city. We expect it to get even better from here,” said Sanjeev Gupta, MD, Global Advertisers.

Global owns the most number of premium location hoardings in Mumbai, including Asia’s biggest hoarding in Bandra. We also own multiple big-format hoardings that offer the most number of corridor branding opportunities in the Mumbai Metropolitan Region.

Global has executed approximately 1.5 lakh successful campaigns, 1 lakh product launches, 80,000 in-film branding contracts and over 2 lakh event sponsorships in the last 18 years.Global’s creativity, innovation and ability to deliver out-of-the-box OOH media solutions have won them 350 awards, and over 500 letters of appreciation.

A recent British Broadcasting Corporation (BBC) report surveying the world hoarding industry makes a special mention of Global Advertisers’ billboard site in Bandra.