Dead time during commuting is an opportunity for OOH

By:  Sanjeev Gupta MD, Global Advertisers Date: May 13, 2014 The discerning Indian consumers are in the era of fast moving lifeline, from hi-speed internet to speedy metro trains, they are moving faster than ever. To maintain the pace with consumers, out-of-home industry makes effort to open up new opportunities for brands to engage with consumers on the move. The proliferation of smartphones is also a boon for the out-of-home sector by allowing people to interact with outdoor display immediately, from visiting a website listed on a billboard of a train platform, to scanning a QR code at the bus stop. As such, the outdoor advertising in transport hubs is on the up as brands take advantage of the 'dead' time people face while waiting for a train or to catch a plane, or while they are sitting in traffic. So there is an opportunity for advertisers to help kill that dead time. Outdoor advertising sector becomes gradually digitised, it seems the options open to advertisers are limitless. It’s an exciting media channel to be part of right now, as the industry keeps growing because advertisers are recognising out-of-home’s potential.   Join us on

Outdoor industry shows promising growth curve in 2014

MUMBAI: One of India’s premier outdoor advertising agency - Global Advertisers - revealed that it has witnessed promising growth in the outdoor advertising sector in 2013 due to several factors likes Lok-Sabha elections, new launches in telecomm, FMCG, Automobile etc. Global Advertisers MD Sanjeev Gupta said: “We believe that the future of out-of-home lies in 3Is-innovation, infrastructure and investment”.  

 

According to the report by The Pitch Madison Media Advertising Outlook 2014, OOH is expected to bring in total ad spends of about Rs 2,138 crore and transit media continues to be the preferred option. “We at Global Advertisers have already anticipated the current market conditions and increased our inventory by 25 per cent in 2013,” Gupta added. India’s discerning customer has greater exposure in terms of brands, services and price knowledge. Customers are always looking for value for money products serving their need or luxury. This means, an Indian consumer is well-connected with the out of home world.

It’s important to note that outdoor medium has evolved in malls and multiplexes, which holds out a good deal of hope and potential. Brands want to engage with the consumers more than ever before. There are several opportunities that this medium can tap into and Transit Media, Hoardings, Street Furniture, Neon have empowered the medium enabling it to grow and sustain itself in the highly competitive advertisement sphere.

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Brand's budget on growing OOH Industry

Target practice

The economic slowdown may have made the customer hesitant about spending her hard-earned money but marketers are pulling out all stops to convince her to step into the store. From harping about low prices in their ads to experimenting with the media mix, brands are trying their best to beat the blues

The past one month has seen the rupee sinking to new lows against the dollar, industrial growth spluttering and interest rates climbing up menacingly.

While the dollar dominance sent India’s marketers into a tizzy, consumers tread a world of almost anticipatory darkness. The HSBC purchasing managers’ index (PMI) states that India’s manufacturing activity slipped for the first time in August 2013 since the high-decibel 2008 economic crisis as both output and business orders witnessed a significant fall. Add to this the Prime Minister’s Economic Advisory Council’s estimates that the Indian economy is expected to grow by 5.3%, and the scenario becomes bleaker. Meanwhile, consumers are increasingly cutting back on their household shopping (soaps, shampoos, skincare, packaged groceries and food items) to counter rising prices and hence, slowing economic growth.

So, does this mean that the marketer is staring at empty stores? ........................

Apart from digital, it is regional print, regional television and out-of-home (OOH) which are expected to attract a significant portion of the ‘more focussed’ advertising budgets. “Regional television and regional print attract a more focussed audience set; they are also low-cost platforms and, therefore, the return on investment is better,” says Pawan Jailkhani, chief revenue officer at 9X Media. 

Meanwhile, Sanjeev Gupta, managing director of outdoor media agency Global Advertisers, notes that OOH has already started witnessing significant growth as advertisers have increased their budgets for outdoor campaigns by 10-15% this year. “Real estate clients have increased their spends by about 12% while media and FMCG brands have increased their outdoor budgets by 10% and 15% respectively,” he says.  Read more.....

Link: http://epaper.financialexpress.com/163557/BRANDWAGON/24-September-2013#page/2/2

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