In 2012, the outdoor industry had a bitter-sweet mix of highs and lows; the first quarter was very challenging due to volatility of the Indian market. Most brands had squeezed their budgets for outdoor advertising. However, second half of the year brought new opportunities, thanks to a new set of media options such has transit mediums, which gave the industry a fresh boost.
With businesses going beyond borders and people spending more time in travelling, cities are expanding into distant suburbs and Tier II and III cities are gaining prominence. People are spending up to nine hours outdoors, leading to exponential growth of transit medium, especially with around 30 modern upcoming airports and metro rail expansion in all major metro cities.
Today, brands are trying to literally move with their consumers – be it via a cab, aircraft, bus, auto, and so on; consumers are bombarded with brand messages. One of the major reasons why these moving mediums are gaining prominence in brands’ outdoor media mix is because they are economical and also because of the wide reach that they offer.
According to the Pitch Madison Media Advertising Outlook (PMMAO), Transit OOH continued its bullish run in 2012 with a growth rate of 28 per cent, as against a growth rate of 2 per cent recorded for traditional outdoor. Transit outdoor is expected to grow at 10 per cent in 2013.
Advertisers have also taken to transit media in a big way in their outdoor media plans. Expensive airport advertising showed strong growth and as a result, transit advertising grew by a robust 28 per cent in 2012, as against a projected 20 per cent.
Keeping the growing clout of transit advertising in mind, the OOH Advertising Awards 2013, an exchange4media Group initiative, will be honouring innovative use of new media formats or digital outdoor medium in a moving media in a unique manner or in a manner not seen before. Also, for the first time an advisory board has been set up, which will have OOH industry leaders, who will share views on the processes of the property.
Additionally, a conference will be held with the theme ‘M3 Media Marketing Monitoring’, wherein media and marketing experts will discuss how the industry can prepare and combat during uncertain economies. Topics such as can outdoor be centrestage for media, what checkpoints are needed to grab the spotlight, are brands content with the array of outdoor solutions, identifying lacunae and addressing the gaps, OOH media monitoring and measurement, integrating measurement and monitoring with brand salience, and so on, will be discussed.
The Awards will be judged by eminent marketing experts. Harit Nagpal, Managing Director and CEO, Tata Sky is Jury Chairperson this year. The other members on the jury panel are Abhra Rajib Banerjee, Executive Business Head, Century Plyboards; Alok Bharadwaj, Executive Vice President, Canon India; Amitesh Rao, Director Brand and Media, MTS India; Bharat Dhuppar, CMO, Omkar Realtors and Developers; Karan Kumar, Marketing Manager, Education and Stationery Products Business (ESPB), ITC; Madhumita Dutta, Chief Marketing, Pantaloons, Planet Sports and Converse; Nalin Kapoor, Senior GM and Group Head – Marketing, Hyundai Motor India; Pratik Mazumder, CMO, Yatra; Pravin Kulkarnii, GM – Marketing, Parle Products; Rajiv Kumar Vij, Managing Director and CEO, Carzonrent India; Rafiq Gangjee, VP, Marketing and Communications, Yashraj Films; Shaswati Saradar, Director General, MRUC; Shubhodip Pal, Chief Marketing Officer, Micromax; Sudeep Narayan, Marketing and PR Director, Volvo Auto India; and Renuka Jaypal National Head Brand and Media at Aircel.
The Conference and Awards will take place on March 22, 2013 at the Leela Kempinski in Gurgaon.