Hoardings, bus shelters, unipoles rule Mumbai’s OOH
In June 2012, top outdoor spenders in Mumbai such as media, telecom, BFSI and auto used a healthy mix of outdoor in their media mix
A tracking system from Proof of Performance Data Services (POPDS) in Mumbai shows that there has been a healthy mix of sectors that were seen in the outdoor media in June 2012. Proof of Performance Data Services provides solutions that allow organisations to plan, monitor and analyse their outdoor campaigns across the prime markets.
Out of the 68 routes tracked, 50 percent of the advertisements were seen on hoardings, 29 percent were seen at bus shelters and 4 percent on unipoles. Glass facades, information panels and traffic signages were the least used outdoor mediums across categories for advertising during this tracked period.
In order to create high visibility for the new show that Colors, Zee Cinema, Sony Entertainment launched; these channels used hoardings the most in their outdoor media plan. Around 53 percent of the advertisements from media and entertainment sector were on hoardings, followed by 20 percent presence on bus shelters and 11 percent on mupis.
Telecom, which cut down its budget significantly on outdoors early this year, is now seen to have increased spends again. Top telecom players that used the Mumbai outdoor assets used 73 percent of hoarding space for their campaigns. In addition to this 12 percent bus shelters and six percent of mupis were used by the telecom sector.
With its localised nature, BFSI used maximum outdoor visibility through bus shelters which constituted 44 percent. The sector also used 33 percent of hoardings and 4 percent of mupis. Few brands were also seen using wall wraps and unipoles.
Automobile and ancillaries sector were also seen extensively in the outdoors in Mumbai. The most visible brands of this sector used 48 percent on hoardings, 34 percent on bus shelters and seven percent on bridge panels.
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