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Media, telecom, BFSI, auto top OOH spenders

13-July-2012
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Media, telecom, BFSI, auto top OOH spenders

Mumbai saw a healthy mix of industry verticals advertising in the outdoor space last month. According to a tracking system that has been put in place by Proof of Performance Data Services (POPDS) in Mumbai, media and entertainment was the most active sector that advertised during the first fortnight of June 2012.

Out of the 4136 sites that POPDS monitored, 1849 were blanked out in that duration. Thirty one per cent of the tracked sites were dominated by the media and entertainment sector.

This was followed by the telecom sector, which was responsible for 20 per cent of the total pie. Banking, Financial Services and Insurance (BFSI) contributed to 10 per cent. Interestingly, automobile and ancillaries sector was also seen heavily in the prime locations of Mumbai. Around seven percent of the tracked outdoor spots had advertisements pertaining to the automobile and ancillaries sector.

Retailing, Apparel, Fashion and Lifestyle contributes to seven per cent, real estate and allied industries six per cent, consumer electronics six per cent, FMCG five per cent, hospitality four per cent and healthcare four per cent.

Media and entertainment constantly innovates in the outdoor space. Colors, Zee Cinema, Sony Entertainment, Discovery Channel, Star ABP News, Indian Express, Sony, Max, Sab TV, Star ABP News and Week Magazine were the ten top players that advertised the most during this duration.

Telecom had cut down its budget significantly on outdoors early this year but there is momentum seen again in this sector. Top ten telecom players that used the Mumbai outdoor assets were Airtel, Idea, MTS, Reliance Communications, Tata, Docomo, Uninor, Vodafone, Aircel, MTNL and Loop.

In the BFSI sector Bank of India, Canara, Robeco, Citi Bank, SBI, Standard Chartered Bank, Star Union Dai-ichi Life Insurance, Punjab National Bank, Oriental Bank of Commerce, LIC and HDFC Bank were the top ten players that advertised in outdoor.

Automobile and ancillaries sector was also seen extensively in Mumbai outdoor. Ashok Leyland, Audi, Bridgestone Tyres, Honda, Hyundai, Jaguar, Maruti Suzuki, MRF, Tata Motors and Volkswagen were the most visible players of this sector.

Lifestyle brands such Adidas, Big Bazaar, Titan eye +, Fast Track, Tanishq, TBZ jewellery, Jockey, Lux Cozi, ONN and Raymonds were the other set of brands that used outdoor media extensively in Mumbai.

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