An interesting tracking system put in place by Proof of Performance (POP) has revealed that real estate, BSFI, retail and auto dominated Delhi outdoor media during the first fortnight of May 2013.
Hoardings, public utilities and unipoles were the highly used media formats during this period.
Proof of Performance Data Services provides an innovative solution that allows organisations to plan, monitor and analyse their outdoor campaigns across the prime markets.
Out of the outdoor media sites that POP monitored in Delhi, real estate and allied industries category was the most active sector that advertised during this duration. About 23 per cent of the tracked sites were dominated with real estate and allied industries sector.
This was followed by Banking, Financial Services and Insurance (BSFI) which used eight per cent of outdoor media formats. Interestingly, retail sector was also seen heavily in the prime locations of Delhi.
FMCG accounted to four per cent of the advertising. Educational advertisements, automobile and ancillaries, consumer durables, and media and entertainment contributed to three per cent each. Healthcare was two percent and hospitality was one per cent.
Real estate is known to use the outdoor medium to its optimum in its marketing communication plan. According to POPDS, the top brands of real estate and allied industries were Premia Projects, Supertech Group, Gaursons India, Prateek Group, DLF, TDI, GALAXY, Paras Buildtech, Vardhmans and Sunworld.
BSFI was another sector that saw some consistency in Delhi during the tracked period. Punjab National Bank, SBI, LIC, Oriental Bank of Commerce, Ing Vysya Bank, Uco Bank, Bank of Baroda, Yes Bank, South Indian Bank and Vijaya Bank were the most active brands in the Delhi outdoor landscape.
PC Jeweller, Meena Bazaar, Shreem Jeweler, Pure Gold Jewellers, Adidas, Azva Jewellery, Zoya Jewellery, PK Diamond, Tanishq and Big Bazaar were the top 10 retail brands advertised on outdoor during this period.
Currently the auto sector is aggressive with various new launches in the two-wheeler, four-wheeler and luxury categories and is likely to boost campaign initiatives. This reflected in the way the sector invested on outdoor too. The top 10 automobile and ancillaries brands were Honda Four Wheelers, Hero Motocorp, Hyundai, Volkswagen, Mahindra Motors, Honda Bikes, Sikka Hyundai, Audi, Bajaj and Indian Oil.
Panasonic, Tata Sky, Daikin, Voltas, Blue Star, Su-Kam Inverter Batteries, Dish TV, Samsung, Luminous and Hotstar were the top 10 consumer durables brands that made extensive outdoor impressions during the tracked period.