OOH likely to clock over 10% growth in 2020: Kumar Seetharaman, Srishti Communications

Kumar Seetharaman, MD, Srishti Communications, shares the brand’s journey and his insights on the trends and challenges faced by the OOH industry

e4m by Neethu Mohan
Updated: Feb 13, 2020 3:06 PM
Kumar Seetharaman

“The OOH business will be greatly influenced by digital media trends, and there will be a greater convergence of DOOH and digital media, such that, DOOH media operators have the opportunity of staking claim for a share of the digital media budgets of brands,” says Kumar Seetharaman, MD, Srishti Communications. 

In an interaction with exchange4media, Kumar spoke about the brand, the trends and the challenges faced by the OOH industry. He also spoke about Srishti Communications and its journey. 

Speaking on the challenges faced while transitioning to the digital media, he said: “DOOH holds the key to OOH’s growth prospects, and we are fully invested in DOOH space. However, the thrust on DOOH throws up challenges too. From the technology perspective, it takes a lot of effort to put together the best hardware, software and CMS solutions to run a networked DOOH media. From the business standpoint, clients need to be assured that advertising in loops and time belts will deliver RoI that is greater than the returns on advertising on static media. Clients are just about coming to terms with the idea of sharing screen space, and that’s a challenge we are addressing all the time.” 

Srishti Group is into its 28th year in the business of OOH advertising, and in this period the organisation has maintained a laser focus on transit media, a segment that is clearly the growth engine of Indian OOH industry. 

“In the initial years of business, doing business in the transit media space was challenging as the investment opportunities were largely confined to the railway networks where the policies governing advertising were still amorphous. But, down the years, the railway media became an attractive media investment destination, and today Indian Railways is highly ambitious about attracting a high level of media investments for which the advertising policies are being revised to enhance the ease of doing business there,” recalls Kumar about the initial days of Srishti Communications. 

Srishti holds the advertising rights at top railway stations in New Delhi, Bengaluru, Secunderabad, among others. 

“With the Airport Authority of India (AAI) seeking to engage concessionaires for advertising contracts, Srishti pro-actively pitched for contracts at non-Metro airports, and now we have sole media rights at airports in Thiruvananthapuram, Calicut, Mysuru, Hubbali, Belgaum, and Agatti. It has been our considered view that in the controlled media environments at the airports and railway stations there is the opportunity to set up state-of-the-art digital media assets.” 

Now, Srishti is at the threshold of going live with the Railway Display Network (RDN) project covering 32 railway stations in the Bengaluru Division of South Western Railway, which is a new feather in our cap. 

 “At the very outset of Srishti’s business journey, we ensured that a great experience for our advertising brands. We could achieve this by offering to our clients top quality media, total transparency in the transactions, robust media monitoring services, and more recently, state-of-the-art display solutions, Kumar added. 

 “We enjoy an enviable record in terms of client and brand loyalty, evidenced by some of India’s top advertisers doing business with us for many years now,” said Kumar. 

Srishti  has invested in people development and their  business is steered by highly experienced professionals. 

Speaking about their  clientele and campaigns, he said,  “We have planned and executed big ticket campaigns for diverse clients, from state governments and public sector undertakings to private corporates. Our major clients include BSNL, LIC, Allahabad Bank, State Bank of India, among others” 

Speaking on the game plans and growth targets for 2020, he said, “We aim to build on the gains. That is, we will continue to expand our business footprints in the airport and railway media space, while evangelising these media formats among advertisers who are looking for innovative advertising opportunities. Toward this, we plan to invest much more in data technology, and also enhance our inhouse market intelligence building. Our business proposition is – to turn miles into mileage. We want to give our clients the maximum mileage for their campaigns by employing the best media offerings.” 

“OOH display solutions are getting more sophisticated, and a large market is opening up for the global digital solutions providers. OOH is likely to clock over 10% growth in 2020,” concluded Kumar.

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