Infrastructure has got a major thrust in Budget 2013-14 with Finance Minister P Chidambaram announcing a slew of measures such as raising Rs 50,000 crore through tax-free bonds, setting up of major ports and a road regulator, etc. to boost the sector’s growth. Infrastructural growth has got a lot of implications on the development of outdoor advertising technically.
Reasons are obvious. Out of home has already extended communication with customers through media options such as bus backs, taxis, railway stations, airports, malls, retail stores, roads, clubs and scores of others. Transit as a medium is on an upward swing with new airport infrastructure, the metro rails and improved public transport vehicles in metros.
In Delhi and NCR, metro rail contributes to almost 15 per cent of the outdoor spend, and with the hope of introduction of metros in other cities, this is expected to rise much higher. Government and other authorities will look at infrastructure-based advertisement rights for the long-term. The emergence of newer formats coupled with enhanced look and feel on the streets is on the cards. Be prepared to see small format mediums and street furniture.
New channels like bus shelters, LED billboards and street furniture are widely used. The situation is improving fast, with many new commercial spaces including malls, multiplexes and office buildings coming up making audience spend three fourth of their day out of home. Though billboards appear to continue as the medium of choice, experts believe that the overall percentage of spends on billboards will reduce over time.
Further, there have been various new formats that have evolved – smaller format ambient medium such has digital pods, larger digital formats, station announcements, which are increasingly being used to customise and localise a brand’s communication needs.
Keeping this positive emergence in mind, OOH Advertising Awards, an exchange4media Group property, will be honouring innovative creation of a new medium.
Also, for the first time an advisory board has been set up that has OOH industry leaders, who will share views on the processes of the property. Additionally, a conference will be held with the theme M3 (cube) 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 centre stage 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, etc. will be discussed.
The Conference and Awards will take place on March 22 at Leela Kempinski, Gurgaon.
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 Kr 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