86% of consumers will notice OOH ads as much as or more than before: Laqshya study

Online shopping is the only digital activity that is poised for growth post lockdown

e4m by exchange4media Staff
Published: May 4, 2020 3:14 PM  | 2 min read

Laqshya Media Group has released an e-paper ‘Perceptions, Aspirations and Anticipations of Indian Millennials++’ based on data compiled from The Reserve Bank of India, The International Monetary Fund and McKinsey & Company. The study is meant to help marketeers figure out the perceptions, aspirations and anticipations of the Indian Millennial via-a-vis the ‘New Normal’ that the world faces today.

An online study was conducted reaching 1104 respondents across the primary cities in India. The target group belonged to the age group between 18 and 39, across genders and representing both NCCS A and B.

The out-of-home industry is currently reeling in from the effects of the COVID-19 pandemic and the resultant lockdown. With most of their audiences confined indoors, advertisers and marketers have been clamping down on their OOH spends. But experts are confident that post lockdown, things will start looking up for the industry.

Lending credence to this thought, the study found out that a whopping 86% of millennials interviewed said that they will notice OOH advertising as much or more than they did before.

Only 14% opted for “less than before.” 23% of the consumers replied that they are likely to notice OOH ads to a greater extent than earlier. “This relates positively with the choices made by the respondents in the previous question on lower consumption of digital media post lockdown,” the report stated.

About how much more, or less, the respondents will use the following digital services, Perhaps impacted by overuse during the lockdown, 52% of all respondents stated that they will use less video-calling and 59% said that they will use less OTT services. 76% of the respondents have stated that they will continue to use Online Shopping as much (40%) or more (36%) as compared to pre-lockdown usage. 

“Online shopping is the only digital activity that is poised for growth post lockdown across both age cohorts,” the report said.

Find the entire report here

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