Outdoor advertising has become an important element in every advertiser’s media mix, but many a times spends have not reached the high level due to lack of accountability and transparency in the industry.
An interesting tracking system that has been put in place by Proof of Performance Data Services (POPDS) in prime markets of the country has highlighted some interesting data. 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 4,275 sites that POPDS monitored in Delhi, 1,254 were blanked out in first the fortnight of June 2012. Real estate and allied industries category was the most active sector that advertised during this duration. 32 per cent of the tracked sites were dominated with real estate and allied industries sector.
This was followed it the media and entertainment sector, which created 20 per cent visibility through these sites. Interestingly, education sector was also seen heavily in the prime locations of Delhi, 10 per cent of the tracked outdoor media had educational advertisements. Banking, Financial Services and Insurance (BFSI) contributed to 10 per cent, Consumer Electronics 7 per cent, FMCG 7 per cent, and Healthcare, Retailing, Apparel, Fashion and Lifestyle – 4 per cent each, Automobile and Ancillaries 3 per cent and Telecom 3 per cent.
Real estate is known to use the outdoors to its optimum in its marketing communication plan. According to POPDS the top brands of the real Estate and allied industries were Amrapali Builders, Anant Raj Group, Paras Infrastructure, Raheja Developers, Supertech Group, Parsvnath Wave Shubhkamna Group Mahaluxmi Group and HDIL.
Media and entertainment another sector that constantly innovation in the outdoor space in the recent time was seen extremely active on these outdoor assets of Delhi Sony, Discovery Channel, Sadhna News, Star ABP News, Star Plus, Indian Express, The Week Magazine, News 24, Aaj Taka and Zee TV.
With the active admission season that’s on education section has widely used the outdoors in Delhi which didn’t really come as a surprise. The educational institutes that tapped outdoor advertising were Ansal University, DITM Group of Institutions, PDM Educational Institutions, Sadhna Media Academy, SBIT, Sharda University, VSPK International School, Gateway Institute of Engineering and Technology, NIIT and KCC Institute of Management
Financial brands which primarily go active in the first three months of the year were also seen creating a buzz in the outdoors of Delhi. Citi bank, LIC, Oriental Bank of Commerce, Punjab National Bank, SBI, State Bank of India, Syndicate Bank, UCO Bank, Muthoot Finance and Metlife were the top 10 brands in the BFSI sector.