Home >> Out-of-home >> Article

Will metros be the new airports for OOH?

14-February-2017
Font Size   16
Will metros be the new airports for OOH?


The latest union budget discussed a number of initiatives and one of the most interesting from an OOH industry perspective was the Finance Minister’s recognition of metros as an emerging mode of urban transportation. 



marketing/analysts-praise-%E2%80%98disciplined%E2%80%99-budget-2017_67618.html">http://www.exchange4media.com/marketing/analysts-praise-%E2%80%98disciplined%E2%80%99-budget-2017_67618.html



In fact, just a month back the Ministry of Indian Railways announced a new tender would be floated for marketing on railway properties, which, people we spoke to, said would include a huge opportunity for the outdoor sector.



http://www.exchange4media.com/outofhome/new-indian-railway-marketing-and-branding-tender-expected-in-april_67332.html




So, given that the Indian government thinks of metros as also a key member of the overall Indian infrastructure, what does it mean for the Indian OOH advertising landscape?



 “Metro is emerging as the second most important format in the transit media category. Unlike Railways, it caters to local commuters at large.  The major advantage of Metro media is the dwelling time, inside the metro train as well as stations. There's decent demand for this media from clients in certain categories like Retail, M & E etc.,” said Atul Shrivastava, CEO at Laqshya Media, though he mentioned that the most demanded media remains the civil structures on Metro lines, which are located on the roads.



Alok Gupta, Director of Graphisads, also agrees that outdoor opportunities when it comes to metro infrastructure, is still in its infancy. “Railways has been an outdoor media veteran but it is only in recent times that this media is being exploited for commercial purposes by corporations. In a market like Delhi, metro is around 10-12% of outdoor revenues. It is cost effective. However the problem is that Delhi metro only carries around 10-12% of population hence only exclusive budgets on metro is not feasible for clients.”



Despite this, he agrees that there is a huge opportunity in terms of station names with brand extensions. We have seen examples of this working pretty well in case of the Mumbai metro and in Delhi. Last year, when JCDecaux got the rights for the Chennai metro, they boasted of a number of big advertisers and one of the reasons was that the metro allowed advertisers to be visible in areas not allowed otherwise (due to legal reasons in the city).



http://www.exchange4media.com/outofhome/jcdecaux-bags-exclusive-chennai-metro-train-branding-contract_63069.html


“{There is} not great demand, but yes, slowly and steadily it is been looked upon as an option to advertise. Metro has its own target audience which is suitable for some clients. You do not expect clients targeting Sec A,B category to go on Metro,” said Gupta.



Speaking about how important Metros can be from an infrastructure point of view for outdoor advertising, Hiyav Bajaj, MD of TDI said, “As we understand, any of the marketing campaign is found to be effective when it targets the relevant audience. Seeing the widespread network, it can be clearly said that the spaces in the metro stations mark as an important inventory for an OOH marketing plan. The expanded network covers the city in all geographies- east to west and north to south with a varied ridership combining riders from different socio-economic sectors, professions, age groups, etc. This huge variety of commuters and the large spread reach justifies well the high importance of having metro projects included, as a source of inventory, in any well planned OOH marketing plan.”



However, despite the huge potential that this particular form of infrastructure holds, most of the agency heads we spoke with also agreed that just depending upon the metro without an overall plan would not make any sense. Having said this, it does seem that with the Union government giving a lot of attention to infrastructure development in the form of railway and metro infrastructure, it will open up the playing field for outdoor advertisement.

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Mookerjee will lead the agency’s focus on strategic media planning, technology, data, content and ROI driven solutions

Lizol continued to reign the top spot in BARC’s Top 10 Brands for Week 23 (June 2-8, 2018)

Mazhavil Manorama which was at the fourth position in Week 22 climbed two positions up, bagging the second spot in Malayalam GEC category. Zee Telugu came in the first spot outdoing Star Maa in week 2...