The biggest disruptors of 2019 in the outdoor advertising industry
Industry leaders share insights on the key events that influenced the OOH industry
In 2019, the Out-of-home (OOH) industry in India witnessed its share of ups and downs. According to the KPMG report, OOH experienced close to 11 per cent compound annual growth rate (CAGR) over the last 5 years, growing from Rs 2,000 crore (Rs 20 billion) in FY14 to Rs 3,400 crore (Rs 34 billion) in FY19.
The report stated that the Digital OOH contributed to nearly 30 per cent of OOH revenues globally, but in India, the contribution has been limited to Rs 100 crore (3 per cent). The report also said that FY19 didn’t experience significant growth in OOH advertising expenditure, partly due to the ban on all outdoor advertising in Bengaluru.
While the year 2019, began on a high note with General Elections, the Cricket World Cup, and of course, the Indian Premier league among other marquee events, the industry couldn't pick up its pace thanks to the economic slowdown. Despite this, there were some OOH trends in 2019 that were disruptive, according to thought leaders. Here's a look at some of them.
In a chat with exchange4media earlier, Aman Nanda, Chief Strategy Officer, Times OOH told us that Digital OOH has rapidly gained widespread acceptance and significant momentum in India as well as in the global marketing community. “Of late, there has been a remarkable interest in DOOH creatives, and we have seen brands using the medium to narrate compelling stories and create an impact. BTL OOH activities such as product sampling, events/activations and lounge tie-ups are gaining popularity.”
Venkata Varadarajan, Co-founder, CMO, UrbanIQ, said, “Organised retail, real estate, consumer services are the usual spenders on this medium. But in 2019, the boom in OTT platform also played a much larger part in increasing the OOH pie. In a market like India, billboards will still continue to dominate the larger share on OOH, but with the advent of technology, data and lower display cost, DOOH will start gaining larger prominence.”
OTT players – Netflix, Amazon Prime, Zee5, Alt Balaji and others – became one of the heavy investors on OOH. The KPMG report also cites that airport advertising is one of the most significant contributors to OOH growth in 2019 with 27 per cent revenue share, followed by other transit formats like trains, buses etc with 17 per cent revenue shares and 5 per cent shares from mall media. The remaining 51 per cent is contributed by road-facing media, which includes bus stops, hoardings, billboards, metro hoarding, etc.
According to Rachana Lokhande, Co-CEO, Kinetic India, one of the most popular trends globally, which is also fast seeping into the Indian market, is mobile complementing OOH in terms of media as well as data. “Another trend is integrating automation with transactions, more commonly known as programmatic DOOH. The OOH space also has a considerable amount of inclination towards investing in DOOH in controlled environments, ensuring that the impact created reaches the accurate target audience at the right time,” she said.
exchange4media’s upcoming event, e4m Play-Streaming Media Awards Conference slated for March 2020, will acknowledge & perquisite the best achievers in the on-demand video & audio content space. The conference will be holding in-depth discussions on similar industry challenges, possible solutions and more with a congregation of the best and most influential in the business.
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