According to FICCI-KPMG Report 2012, OOH spend is about five per cent of a clients’ total advertising spend. Hopefully, this figure will rise over a period of time as marketers realise the full potential of this medium and do not consider OOH as a last resort in the media plan.
The OOH sector is projected to grow at 10 per cent over the next five years and reach a size of INR 28.59 billion by 2016. The industry is optimistic about its growth. Sunder Hemarajani, MD, Times OOH stated, “While there are challenges, we will see cost effective innovations taking place.”
Billboards continue to be the medium of choice. Though this may not change for a while, one can see the overall percentage of spends on billboards reducing over time. Airport and other transit media have seen growth and as people spend more time out of home, advertisers are looking at investing in malls. Also, new formats are increasingly being used to customise and localise a brand’s communication needs.
According to Anuradha Aggarwal, Vice President, Brand Communication and Insights, Vodafone, “OOH is the art of seeking attention and the idea thereby has to engage people. Basics should be clear while planning an OOH campaign along with keeping in mind the relative context. OOH and digital media can work perfectly to generate a magnifying effect.”
Pratap Bose, COO, DDB Mudra Group too had similar opinion to share, “The focus should be on transforming the static medium of OOH to an active medium of communication.”
The digital platform, that plays a very important role in the OOH industry worldwide, is still at a nascent stage in India, but it is evolving. The advent of inexpensive digital has fostered an expansion in the number of outdoor surfaces available for commercial messaging. A great advantage of the digital platform is that it is inherently more flexible in terms of ‘time of day’ targeting or altering creative content than historical application of outdoor advertising.