OOH all set to be the big winner in Delhi assembly elections
The BJP is likely to emerge as the biggest spender on OOH for the upcoming Delhi assembly elections
OOH has been a strong tool for political parties to reach out to voters in state elections, thanks to its location-based targeting capacities. In the run-up to the state assembly elections in Delhi in February, the Bhartiya Janta Party (BJP) has put in place an extensive OOH campaign for the Delhi assembly election.
Of all the political parties, BJP always tops the chart when it comes to campaigning. The ruling party has assigned multiple agencies for the Delhi assembly elections in order to execute the campaign on different formats throughout the region. US Advertising has been given the mandate to handle a major chunk of media including wall wraps, hoardings and unipole signs. CashurDrive, Jagran Engage and Glamour are among the other three agencies assigned to handle the wall wrap format.
Also, LOCAD, an independent monitoring firm has also been brought on board for the campaign across the Delhi region.
The EY-FICCI 2019 Media & Entertainment report said the Indian OOH industry grew by 8.8 per cent in FY 2018-19, taking the industry size to Rs 37.3 billion.
Fuelled by political spends, the growth in the OOH industry is expected to touch around 10 per cent before the elections. Rs 400 crore was spent on OOH during the Lok Sabha elections and according to media experts, the state elections will see at least Rs 75 crore to Rs 100 crore in spends if parties with deep pockets decide to go all out.
BJP has recently started its first campaign which talks about colonies and legalization, which is deployed on bus shelters.
It remains to be seen how big OOH emerges as a winner in this election battlefield.
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