Hewlett Packard is going great guns in outdoor advertising. The company has recently come up with new innovative technologies and modes of outdoor advertising.
Speaking on these news innovations, Dhirendra Khurana, HP Country Category Manager, Large-format Printing Division, Imaging and Printing Group, said, “The trends in the outdoor advertising are growing with the emergence of small cities like B, C. The cost of printing is falling. We have adopted technologies like the Aqueos Technology, which is water-based.”
“Another new technology we have adopted is the Eco Solvent technology, which uses environment friendly solvents. Eco Solvent printers are easily disposed off. HP has tied up with Japanese company Sieko to jointly develop and market low solvent-based large-format printers intended primarily for the outdoor graphics printing market. UV Curing is one of the latest technologies being adopted for outdoor advertising. However, this technology is yet to gain prominence in India,” Khurana added.
According to Khurana, apart from the usual modes of outdoor advertising like POP displays, some other innovations gaining popularity include Vehicle Graphics, where the message is typed on the body of a bus or a car. The trend in a general store is now shifting to the digital and graphic modes. Floor graphics, too, is gaining acceptance as it creates more visibility, especially in malls.
As per the IDC report for the second quarter of 2005, Hewlett Packards’ market share in the large format space stood at 74 per cent. HP’s growth for the segment has been 30 per cent for FY05 over FY04. With the recent acquisition of Scitex Vision and the tie-up with Seiko, HP is aiming to strengthening its focus on the graphics segment (signage and marketing applications).