An integrated outdoor advertising solution provider, Global
Advertisers has been growing by leaps and bounds in the Out of Home
(OOH) space ever since it was founded in 1996. The company whose core
business involves primarily hoardings, bus media, street furniture and
gantry, has been promoted by Sanjeev Gupta, also the Managing Director
who through his innovative ideas on branding and communication for both
products & services has revolutionized the Indian outdoor industry.
This has caught the attention of millions, including clients and the
advertising fraternity with its path-breaking outdoor initiatives.
Global's expertise includes excellent media planning, market research,
strategic hoarding locations and 24X7 assistance. And its reach extends
beyond Mumbai to Tier II and Tier III cities of India.
Global owns largest number of
strategic hoardings, across Mumbai and has over the years launched over
500 Brands and 1,000 products. Some of the popular campaigns that the
company has executed are for clients like Jaguar,Toyota, Tata Motors,
Star Cruises, Raymond, Bank of Baroda, Vodafone and Sony.
Says Sanjeev Gupta as one of the reasons behind the success of Global
Advertisers, “the Indian outdoor industry is going through a
transformation. New technology and modern ideas of new generation are
combined to deliver the best solution to an advertiser. But, the
fundamentals of business have not changed and so the demand of
hoardings. Despite the cutting edge competition with LED Displays and
Transit Media, hoardings are still considered as the ‘Most –Effective’
OOH media.” In 2012, an OOH campaign of a brand consists: 60 per cent
hoardings, 20 per cent transit media, 15 per cent digital displays and 5
per cent other media, he addaed while speaking to Adgully.
Hoardings are likely to rule the OOH
advertising market in coming years also. The reasons are not far to
seek. It has been proved that the impact of hoarding on the consumer is
much higher than any other OOH advertising media format. Being the
static medium, hoardings communicates brand’s message to mass viewers in
a most effective way. They are strategically positioned, which allow
thousand ways of innovation, their 24X7 unavoidable presence creates
strong re-call value for a brand and strongly influence the buying
decision of a consumer.
Says Gupta, “OOH medium is the most cost-effective mode of advertising.
For every budget, OOH industry has something to offer. Despite the
economic slowdown, outdoor industry has grown because it caters to local
market players as well as MNCs. An OOH campaign can be executed in a
budget of five thousand also.”
On the flip side, Gupta says, “there
are some major problems which the OOH industry faces such as illegal
hoardings, standardization of price for an OOH property, unorganized
market players and slack monitoring system. These are some of the areas
where an OOH industry has to work upon.”
On major spenders, Gupta says, “while telecom, automobile, BFSI, FMCG,
media & entertainment are the largest spenders, education,
Marathi/Bhojpuri movies, travel & hospitality are the emerging
sectors.” Commenting further on the resilience of the sector,
On future growth plans, Gupta says,
he wants to expand Globals’ reach in Tier II and Tier III cities. “We
would be acquiring premier locations, explore new OOH formats and focus
on innovations. We will reinstate our monitoring system to calculate
return on investment,” he avers.
Recently, Global Advertisers was honoured for 'Excellence in outdoor
advertising' during the Kaizen India NBC Newsmakers Achievers’
Awards-2012. Global has also been honored with the prestigious Rashtriya
Sanman Award by NEHRD and Lions' Favorite ‘Out of Home’ award at 18th
Lions Gold Awards in 2012.
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