Delhi, in the last three months, has seen a consistent set of brand presence in its outdoor landscape. According to Proof of Performance Data Services (POPDS), real estate, media, BSFI and education sector invested the most in Delhi during first fortnight of September 2012. In the last three months, telecom has shown low presence in Delhi outdoors.
POPDS monitored 133 routes in Delhi in the first the fortnight of September 2012. Real estate and allied industries category was the most active sector that advertised during this duration. About 43 per cent of the tracked sites were dominated with real estate and allied industries sector which is six per cent higher than August 2012.
Followed by it was the media and entertainment sector that created 16 per cent visibility through the tracked outdoor sites, which is similar to the previous month. Banking, Financial Services and Insurance (BFSI) contributed to 13 per cent visibility, which is three per cent higher than last month.
Education sector, interestingly, saw a four per cent drop as there only five per cent of the tracked outdoor media had educational advertising. Other sectors that contributed to the active outdoor advertising were retailing apparel (five per cent visibility), consumer electronics (five per cent), automobile and ancillaries (four per cent).
Airlines, travels and tours was a new category that saw three per cent visibility. FMCG and telecom was seen the least in the outdoor space during this period; it contributed to only three per cent of outdoor advertising.
Real estate yet again dominates the Delhi outdoors. According to POPDS, the top brands of the real estate and allied industries were Amrapali, Anant Raj Group, Paras Buildtech, Parsvnath, Earth Infrastructure, Krrish Group, Wave, Greenlam, Supertech Group and Wonder Cement. About 33 per cent of the campaigns were seen on mupi, 16 per cent on unipole, 14 per cent on hoarding, 11 per cent on public utility and five per cent on bus shelter.
Media and entertainment was actively present on the outdoor assets of Delhi. Big FM was the radio media brand that actively advertised during this period. I M 24 and Jeena Hai Toh Thok movie promotions were seen to hit the big billboards of Delhi. Sony, Indian Express, The Week magazine and Spark Big CBS were the other brands of this sector that were active outdoor.
The media format that was used the most was unipole which contributed to 24 per cent of media and entertaining advertisements, followed by hoardings (22 per cent), bus shelters (16 per cent), metro panels (11 per cent) and mupis (10 per cent).
Financial brands were active on Delhi outdoor as compared to the previous month. SBI, Punjab National Bank, SBI, Citi Bank, Kotak Mahindra Bank, United Bank of India, ING Vysya Bank, LIC, HDFC Bank, Union KBC and Bank of Baroda were the top brands in the BFSI sector that spent money in Delhi outdoors. The top five media formats that were used by BSFI sector were bus shelters (33 per cent), metro panels (19 per cent), unipoles (11 per cent), hoardings (10 per cent), and mupis (nine per cent).