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Outdoor gradually increasing share in media plans

24-January-2005
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Outdoor gradually increasing share in media plans

If expert comments are anything to go by, Out of Home is one component that is increasingly claiming more of the advertisers’ money. In a recent Point-Of- Purchase seminar, citing the INR data, industry leaders share that even though out of home, claims only seven per cent of the total ad Indian industry, unlike other components, this one shows growth.

The Rs 700-800 crore outdoor industry is slated to be growing between 7 to 9 per cent per annum. Of the total Indian advertising industry spends, which is valued in the region of Rs 11,700 crore, print and television claims over 45 per cent. Looking at further data, the growth of these segments is static. Cinema, on the other hand is losing share. The segments that are gaining are Internet, to some extent, and Outdoor.

Perhaps this is one reason why international players like Posterscope have decided to enter the Indian market. Jignesh Sharma, CEO, Posterscope India expresses, “This is one area where marketers increasingly want to seen now. The competition in the market will increase with the development of the segment, which is the case in the international markets and is what we are seeing in India presently.”

Adding more Hemanth R. Shah, Consultant, Madison Outdoor Media Services gives a picture of the metro markets, “Presently, even the ‘not-so-visible’ options are taken. Needless to say some cities are better off than others. Markets like Mumbai and Ahmedabad are currently utilised fully, despite a five to 30 per cent rate increase on prime sites in cities like Mumbai.”

One benefit that the outdoor medium offers is the all-day visibility, the opportunity of localised communication and the high opportunity to see. Added to that, new initiatives on the front like the National Outdoor Specialists Association (NOSA) ensure that players are solving problems of the measurement of the medium as well.

Ratnakar Rai, MD, Prime Outdoors says, “Outdoor delivers but the entire business has to become organised and accountable. The research would measure the performance of outdoor and would be an OTS, reach construct. MRUC would be advising us on how to take it forward and assist in deciding parameters.” The study would start with a limited number of cities but will be extended further soon.

Irrespective of scale, advertisers are utilising outdoor for its benefits. Kaushik Roy, Head – Marketing, Reliance India Mobile (40 per cent plus share of the company’s ad spend goes to OOH), says, “It is very difficult to reach male audiences through TV barring perhaps during India cricket. Though some soaps have flattering ratings, one does not really know if viewers are really involved in it; and whether it is the entire family watching or the man is just sitting there and skimming through a newspaper.”

Media clutter has proved to be the double edged sword that gives the benefit of choice and a case of too much choice – what medium or vehicle should the advertiser go with? In such a scene, it is not as if, outdoor is deprived of clutter but a campaign does appear to have a larger share of noise when it decides to paint one’s city and marketers are increasingly doing that.

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