The festive spirit has set in all across India and the media industry is getting busier day by day be it TV programming, increased ad spends and even new campaigns just to coincide with the season’s joyous mood. But, the same can’t be said about the South OOH industry. Hindrances faced by them started with Onam when Kerala was distressed due to floods and now comes the recent ban of hoardings in Bangalore. 

“For us this Diwali period is lull and compared to last year, there is a significant downturn. Though we are seeing some very positive consumer sentiments elsewhere, which is translating to good revenues, South has suffered overall and, this festive season is not good for us and I am sure it is the same for others too,” said Naresh Bhandari, COO, OMI, the OOH agency arm of Laqshya Media Group.

 

Double whammy: Kerala floods and BBMP bylaw      

The OOH industry in Kerala has been adversely affected by the floods, which wreaked havoc across the state. Just in the months of July-August alone the state’s OOH industry suffered a loss of almost Rs 60 crore.  According to experts, the industry is estimated to have incurred a loss of Rs 200 crore overall as it is taking a few months now for the business to be back on track completely.

“The market is bad and around 45% of the inventories are vacant this Diwali season, this is because the advertisers have a perception that Kerala is totally devastated after the floods. We are now on revive-mode,” said Chithra Prakash of Chitra Painters, an OOH player based in Kerala.

The OOH players in Kerala are hopeful that with Christmas season approaching and the state of Kerala getting back to normalcy, they can bring down, if not completely obliterate, the losses by getting back to business as soon as possible.

Coming to Bangalore, the BBMP (Bruhat Bengaluru Mahanagara Palike) council has approved a new draft advertising policy titled ‘BBMP Outdoor Signage and Public Messaging, 2018’ that calls for a ban on all illegal commercial billboards and hoardings in the city. The proposed advertisement policy seeks to benefit advertisers using bus shelters, gantries and skywalks by banning all other sorts of outdoor advertising.

“The ban has affected all of us as the move came in during the onset of festive season which would have otherwise contributed us well. The matter is still in court and we aren’t very clear on the way forward,” said Bhandari.

 

Lukewarm hopes

Diwali is a time of cheer everywhere in South but it’s even more prominent in Bangalore due to the cosmopolitan crowd. The recent BBMP ban has hampered the festive spending which is typically around 30-40% of most of the brand’s annual budget. During Onam, Kerala gets high on brand visibility and spends, which unfortunately wasn’t great this year because of floods. So, it is now Hyderabad and Chennai that would be hopefully driving spends of OOH in South India this Diwali.

Speaking about expectations this Diwali season, Bhandari said, “Our expectations aren’t high because Bangalore contributes the maximum to South revenues and this move by BBMP has hit the South OOH Industry at large. Onam, which is another big occasion, turned sour because of the floods. Chennai with media assets restricted to street furniture would not be very successful to add a fortune to the total South industry pie. Hyderabad seems to be in action but, not sure how would it compensate the losses faced by Bangalore and Kerala. So, overall, our expectations are low.”

“Our festive specific strategy is to be visible at all key shopping hubs for our retail brands and we also have created customized festive creatives for their OOH campaigns. We have been doing consumer experiential festive campaigns at the Hyderabad Airport too,” said Bhandari, speaking on festive strategies given the double whammy of floods and BBMP ban. 

 

 

Tags Bangalore Ooh advertising Kerala floods 2018

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Building on its quirk, wit, and innovation, MTV recently launched a clutter-breaking concept based marketing campaign for two of its latest shows, Ace of Space and Elovator Pitch.

Conceptualised in house and executed by Zenith Outdoors, the billboards bring to life the shows’ content theme and gives the audience a sneak-peek of what to expect when they tune-in.

Speaking about concept-based outdoors, Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18 said, “Innovation is core to MTV and It’s a way of life for us. With both Ace of Space and Elovator Pitch, we have pushed the envelope for innovative content. Hence, for marketing these unique shows, we have built a concept-based advertising campaign and utilised the high impact medium of billboards that stand out and give a real-life slice of the show’s content.”

For the show Ace of Space, the live billboards showcase real people enacting the scenes of being trapped in a small room. Specially designed to bring alive the uniqueness of the show, the billboards went live on October 19 between 5-9 pm and 4-6pm on Sunday at a strategic location in Mumbai.

The hoardings have the anchor Vikas Gupta, shrinking the room with the press of a button causing panic and mayhem amongst the contestants, much like the show ‘Ace of Space’.

The billboard for Elovator Pitch anchored by Gaelyn Mendonca makes for an interesting and thought-provoking visual as well. In line with the show’s concept where 10 boys try to woo one girl with quick creative thinking while riding a lift between two floors, the hoarding features Cyrus Sahukar in different avatars across each level. Sahukar is a visual reflection of the 10 participants who fight it out for their dream girl’s attention.

Tags Mtv india Ooh advertising Out of home Zenith outdoors Ace of Space Elovator Pitch.

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"DOOH is growing in double digits in other developed countries but, in India it’s still at a very nascent stage," says Amarjeet Singh Hudda- COO, Laqshya Solutions, an outdoor agency arm of Laqshya Media Group. According to him, OOH has never demanded a larger pie of the overall advertising chunk primarily because of the inadequacy of audience measurement tools in the industry.
In a chat with exchange4media, Hudda spoke about how audience measurement tool increases the accountability of an agency towards a brand, challenges and if the digital medium could be a threat to OOH in the long run. Edited Excerpts:

What are your thoughts on the effectiveness of audience measurement tools and the way in which it is increasing the accountability of an agency towards brands?

Over the years, OOH has never got a larger pie of the advertising chunk primarily because of the lack of audience measurement in this industry. Agencies with in-house tools now are in a better position to offer OOH media solutions and reach advertisers. The measurement tool addresses the brand’s 
objective of reaching out to their desired TG with minimum wastage. They are also equipped to offer them the efficacy of the plan in terms of eye-balls met. 

Do you see OOH increasing its share of the total advertise pie in the coming year? How is Laqshya leading the OOH industry?

Yes. We are hopeful of the change. Research backed strategic plans offered by specialist agencies have given advertisers the confidence on the ROI front which had always been a concern for marketers. Laqshya has been offering such research based scientific plans to our existing clients. Timely monitoring of campaigns and updates to the clients along with regular maintenance of our own media assets are all adding to factors differentiating us from the rest.

What are your views on digital OOH? Do you think it will make OOH advertising more engaging?
DOOH is growing in double digits in other developed countries but in India it's still is in a very nascent stage. Digital Outdoors with content -first approach engages viewers better as compared to a Static Billboard. Having said that, Digital OOH is definitely the growth driver for outdoor. Ambient spaces like airports and malls have been experimenting with DOOH successfully and the results are great.

 What particular challenges is the OOH industry facing and what needs to be done to transform the landscape?
Unlike online ads, Digital OOH does not cause inconvenience to consumers. In fact, a very good creative can be a visual treat for them; with the use of technology it can create innovations to further amplify a brand’s communication. Customizing and changing the content to target TG comes in handy with DOOH and, an advertiser can pick their slots as per their budgets wherever possible. DOOH campaigns are far more compelling than a static billboard. Globally, a lot of Innovation using technology such as facial recognition etc has been harnessed to make DOOH far more engaging.

Could the Digital medium be a threat to OOH in the long term?
Digital Medium isn’t a threat to the OOH Industry. And, OOH has the capability of driving online activity. OOH coupled with online works well for brands. This has been proved according to a Nielsen study done globally too. Digital is definitely the future, but in a country like ours, it still needs time. A fragmented industry like ours cannot shift to Digital so soon. The change will happen gradually. But, a lot of marketers seeing the value it brings to their brands, will vouch for it and, this 
demand could soon prove to be a game changer.

Tags Laqshya media Dooh Out of home Amarjeet Singh

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The festive season in India has begun with full gusto, first with the arrival of Ganesh Chaturthi, followed by Navratri, Durga Pujo and Diwali. Right after monsoon ends, this is the time when roads all over the country are adorned with colourful and creative ads in order to grab consumers’ attention.

Pleasant weather and celebratory mood among consumers triggers an urge to shop and brands leave no stone unturned to extract maximum value out of this season by promoting their festive offerings and heavy spends on marketing campaigns. In such a scenario, OOH plays a significant role in a brand’s communication and this is exactly why OOH business particularly thrives in the last quarter of the year.

Unlike the previous year, the OOH industry is expecting a huge surge in traffic this year. This can be a great relief for the industry, which is looking to compensate for the losses of last year due to GST and demonetisation.

Amarjeet Singh, COO, Laqshya Solution, said, “Today OOH goes where most other media can’t go. OOH is everywhere consumers are. The fact that India has one of the highest chunks of millennial population and approximately 70% of their waking hours is spent outside, just makes OOH more lucrative for advertisers."

“Marketers heavily ride on the festive fervour and OOH works well to connect them to their TG by being visible at congregations that are relevant to them. OOH follows them at B2B pockets, residential clusters, to the journey to and fro along with all destination points they can possibly visit- be it main arterial roads, malls, movie theatres, coffee shops, airports, and even golf course and grocery shopping. So OOH offers a customised media plan for different TGs," added Singh. Alok Gupta, Graphisads, said, “Festive season means traffic snarls, outdoor as a medium always has had an impact value. 2-3 hours of forced viewing helps brands to create an immediate recall value, which leads to impulse purchase decisions."

When asked as to how much a brand’s marketing spends usually increases during the festive season, he added, “Many brands keeps aside as much as 15-20% of their annual budgets for this specific period. You would see many clients that are not visible during the year suddenly come up at the time of festive season."

According to Rohan Srinivasan, Chief Marketing and Communication Officer, Vyoma Media, “The OOH Industry will hope to get 30-40% of its total revenues this festive season alone. (Country wide) Spends are expected to be significantly up from last year. The very nature of festivals has people gathering together in one place to celebrate, which brands use to their advantage and hence focus on this season in particular. The opportunity to target a vast audience, increased visibility for products by localising content reaps rewards by transforming into eventual sales."

“We are very optimistic and are looking at a sizeable growth when compared to last year. Previously, the whole industry was affected by GST and demonetisation," he added. 
"OOH is the only impact creation option in the entire communication chain", said Charanjeet Singh Arora, CO-CEO- India, Kinetic India. “No other media delivers the impact which OOH can deliver because of its size, and OOH is always the last mile media in consumer marketing so, if you plan and place OOH well, it helps brands with higher ROI," he pointed out. 
A brand’s marketing spend purely depends on the brand's priorities and product. “Like for automobile, white goods, jewelry, clothing and lifestyle products, Diwali is the peak sales period. All brands keep aside a festival budget for this period depending on specific priorities for instance which region matters more for which festival and then, brands spend likewise. All brands keep a consistency of presence in target priority markets and they create spike of media presence during big festivals. Spending goes up as high as even 100% for few product categories," explained Charanjeet Singh Arora.
“Typically consumer-focused brands hike their spends substantially. There are brands that spend 30-40% of their annual budget specifically during OND (October, November, December) quarter," said Amarjeet Singh.

The industry at large believes that this festive year will be positive for them in terms of budget. Gupta said, “This year, we are hoping that the outdoor industry shall recover the losses of past 2-3 years of sluggishness. Availability issues for getting key locations for clients have begun. Since outdoor media is so location-specific, important areas have already been booked."

Since media occupancy is going up, Gupta expects an overall 20-25% spurt in the top line this year, as compared to the last year. Haresh Nayak, Managing Director, Postercope, said, “Historically we have seen a 10-12% increase during festivities. Given that last year spends were adversely affected due to the policy changes, we see a possible increase of 15-18% as compared to last year."
“We should see a healthy double-digit growth. An overall growth of approximately 10% compared to last year is what we all expect," said Amarjeet Singh.

 

 

 

 

 

 

 

Tags Festive season Graphisads Kinetic india Lakshya Out of home

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Vyoma Media, the out of home digital solutions company, has won the Digital Outdoor Advertising mandate for TVS Victor.

TVS Victor’s new model will be the first bike in its segment to feature a unique Daytime Running Lamp (DRL), along with a host of other class leading features. Vyoma Media will aim to build on the massive affinity towards the TVS brand by engaging consumers through their smart dispays at ticket counters across the Kolkata Metro and Bihar railway stations.

The first phase of TVS Victor’s ‘Badi Bhi Badhiya Bhi’ campaign will be for a duration of two months and then will be seen across other markets.
The multi-lingual creatives, in English, Hindi and Bengali, will play simultaneously across locations and will allow consumers a chance to win the brand new TVS Victor bike.

This campaign will take content localisation to the next level by not only displaying content in the three languages but also delivering the resulting SMS on the viewers’ mobile phones in the same language as shown in the creative they have responded to. Further consumer engagement will be ensured when the consumer is redirected to the brand’s Facebook page to participate in a contest to win more goodies.

Kendraj Joshi, Head – Commuter Motorcycles Marketing, said, “We wanted to come up with a unique campaign with a focus on interactive and localised creatives. This initial phase, with Vyoma’s intelligent displays at eye-level at the ticket counters, allows us to integrate and amplify the brands campaign across two key markets. It will also ensure our brand loyalists are aware of our new innovative bike features and help us maintain our unrivalled market presence. The second phase of the campaign will be across cities in Karnataka, Maharashtra and Telangana.”

Tags Tvs Vyoma media ‘Badi Bhi Badhiya Bhi’ campaign

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Edelweiss is going all out in OOH media using innovations to drive its recent campaign themed #BeUnlimited"

Commenting on the campaign, Shabnam Panjwani, Head Marketing & Communication, Edelweiss Group, said, “The objective was to bring out the #BeUnlimited spirit of the athletes that resonates with Edelweiss. Every time these athletes play in the world arena, they play as one team, for one country, with one vision. Through this outdoor campaign based on the theme - koi bhi limit, limit nahi hoti Edelweiss salutes the untiring spirit of Team India. We firmly believe that OOH, if done innovatively, commands attention, while building on overall campaign memorability specially for multimedia campaigns. OOH innovations are a marketer’s weapon and have been used by brands across product categories. Clutter-breaking innovations help drive buzz, create awareness, build brand recall and make a concept come alive, especially in sporting events like the “Asian Games” – full of action, glory and pride. The right innovation can give a fillip to one’s campaign And Team “Headsail Media Services Pvt Ltd.” has proved it by conceptualising and executing the innovations for Edelweiss."

Vijay Jain – Founder & CEO of Headsail Media Services Pvt. Ltd., says, "Marketing is not always about doing ad extensive campaign, sometimes you must break the shackles, come up with some breakthrough innovative strategy and execution. The future of OOH will be defined by innovations, So we came up with path-breaking innovative campaign. The idea was to give life to the creative that would relate to professional sports of the athletes, innovatively on the billboard. It is delighted to have the opportunity to work with such renowned brand like Edelweiss."

Team Credits:

Client Servicing Director – Kavita Sabherwal
Creative Director – Rajesh Khanna
Media Planning – Smita Patade
Buying & Execution – Chirag Jain

https://we.tl/t-jHFgeZSiEc

Tags Edelweiss

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The state of Kerala and its economy is limping back to normalcy after the floods which devastated the state just few days ago. Reportedly, the disaster claimed around 400 lives and the state has incurred a loss of about Rs 21,000 crore overall. As a result of the flood, all the industries and businesses in the state have been affected quite adversely, that it was the Onam festive season, when advertising spends are at peak, made things even worse.

Onam, which marks the beginning of festive season in the country, is also a time when the entire marketing focus of not just local but even national brands shifts to Kerala. The advertising spends by brands witness a considerable rise during this season.

One of the most widely affected media industries during the flood in Kerala was the Out Of Home (OOH) industry as there was severe loss of ad inventory and devastation of infrastructure across the state.

According to industry experts, the OOH industry has incurred a loss of almost Rs 60 crore, just during the months of July-August. Overall, industry is estimated to incur a loss of Rs 200 crore as it will take 4-6 months for things to normalise.

K Vijayakumar, President, Kerala Advertising Industries Association said, “Onam season is a peak time for the OOH industry in terms of revenue and this year due to heavy rainfall and floods about 50 per cent of the campaigns were cancelled. Most of the hoardings remain vacant in the city. But the losses incurred by the OOH industry is due to clients backing off and campaign cancellations and not because of the destruction of properties. In fact, the hoardings and billboards are intact as there was less wind in the flood affected areas.”

Sreekumar PV, Secretary, Kerala Advertising Industries Association said, “The flood has hit he OOH industry very severely and it will take minimum 4-6 months to resume business. Clients backed off from the campaigns as it doesn’t seem sensible to run an advertisement campaign when the whole state of Kerala is suffering. But they have promised that they will come back to us when the state attains normalcy. The industry loss approximately will be Rs 200 crore, as the industry will be idle for another 4-6 months.”

“Firstly, it is very unfortunate that the state of Kerala has gone through a disaster like this, which claimed several lives. In terms of business, it’s a tough time for the OOH industry in the state as most of the spends in Kerala happens during the festive season. 50-60 % of spends happens during the months of August-September alone. Campaigns got postponed due to the calamity and an approximate loss of Rs 50-60 crore has occurred in these last two months alone,” said Haresh Nayak, Regional Director, Posterscope APAC & Managing Director, Posterscope Group.

The Kerala OOH industry has a turnover of almost Rs 350 crore per year of which Onam season alone accounts 45 per cent.

Speaking to exchange4media, Chithra Prakash of Chitra Painters, one of the initial players in the OOH industry in Kerala, said, “The flood has affected the OOH industry of the state very badly. When the intensity of rain increased, and the situation was going out of hands, most of my clients backed off from the Onam campaigns. My firm alone incurred a loss of Rs 5-6 crore.”

“OOH within the city limits were not affected by the rains. But places like Perumbavoor, Aluva, Paravoor, Thodupuzha, Chengannur, Ranni etc were severely affected by the rains and this has reflected in the OOH campaigns as well. The areas surrounding the Cochin International Airport is another important spot for the OOH industry in the Ernakulam district, and the closing down of airport for a few days also turned out to be a prime reason for cancelling of OOH campaigns by the clients. My estimate is that the OOH industry in Kerala has to face an approximate loss of Rs 150-200 crore,” added Prakash.

“Even when the OOH industry is badly affected, the players didn’t stop themselves from helping the flood victims, they were actively involved in flood relief activities. The Kerala Advertising Industries Association has distributed around 2000 essential food kits to the flood victims in Alapuzha district and is also involved in other flood relief work,” added Sreekumar.

The state is now slowly limping back to normalcy. “According to me the state and the OOH industry is slowly getting back on track,” added Nayak

According to all industry experts we spoke with, the OOH industry in Kerala will now take minimum 4-6 months to get back to its feet. Now the OOH players are pinning their hope on the Christmas season, which accounts to about 25-30 per cent of the revenue for the year.

Tags Haresh nayak Out of home Kerala floods 2018 Kerala floods chithra prakash K jayakumar Sreekumar PV

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Kinetic India recently promoted Charanjeet Arora and Rachana Lokhande as new Co-CEOs of Kinetic Advertising India Pvt. Ltd.. This follows the resignation of Suresh Balakrishna, CEO, South Asia and Middle East. Arora has been working with Kinetic Advertising India since November 2017.

We spoke to him about his views on the OOH medium, measures companies must take to promote programmatic digital OOH across markets and growth of DOOH in the near future.

Edited Excerpts:

OOH as a medium to connect in non-metro cities:

Arora says, “OOH has always been a key media in local markets and has played a vital role. Telecom, Retail, Education, Real Estate, Automobile sectors have always used OOH as the key media in non-metros. There are many advantages of OOH in non-metros, which has always encouraged brands to advertise in OOH space."

The reasons for this he says is Low cost of media, Contextual placement and Customised communication at key touch points.

“Majority of brands use OOH in non-metros to promote sales schemes, which immediately converts into numbers, so, in a way non metro clients understand the power of media well and believe in ROI," he says.

Programmatic digital OOH across markets

According to him, programmatic will help media owners to earn maximum revenue and utilisation of inventory. “Automation is the future of every business and technologies across the globe are redefining business and enhancing efficiencies. It is high time for large OOH media owners to automate availability and publish card rates on their sites," Arora says.

Changes needed in the OOH space

He perceives digital formats as the future of OOH business, but highlights that “the present method of printing flex is not eco-friendly and whatever is not eco friendly is not going to be there for long."
Digital media will ensure transparency; speed of execution and digital formats are definitely more dynamic and can accommodate multiple creatives.

He sees regularisation and standardisation of OOH formats across markets, and says, there’s more transparency in OOH business. He also admits, “There is a possibility of national OOH policy, which is the need of the hour."

“Major OOH companies are partnering in infrastructure growth of India through BOOT models and working with governments and to build a smarter India by creating international design BQS and more public facilities in Tier 1 and Tier 2 towns," he adds.

How Kinetic ensures high ROI

Arora explained how Kinetic ensures maximum ROI to the buyer on their platform. “Data, Technology and Content are the future of the media business. Kinetic uses its patented global tool Aureus, in planning, which is scientific and ensures most accurate planning and therefore, maximum return of investment. Kinetic uses AIM scoring to select the best sites for brands, based on brand requirements and the market."

“Because of the sheer size and volume, we get best the deals in the OOH space and we ensure we pass on the benefits to our esteemed clients. We are transparent to the core and ensure fair dealing at all levels; the idea is to deliver best to our clients. We believe in creating values for brands associated with us," says Arora.

DOOH as a medium of the future

When asked as to how he sees the growth of DOOH as a medium in the future, he says, “DOOH would grow at high pace in the coming years and this will help in better digital integrations. Consumer behaviours are changing fast and the way consumers consume media is also changing rapidly. Mobile has become a major media and digital OOH would help brands connect with consumers on mobile by using smart integrations and through innovative OOH+ Mobile interface."

Tags Charanjeet singh arora Dooh Kinetic Kinetic group Out of home

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There are hardly any brands that do not advertise on OOH, says Noomi Mehta, Chairman and Managing Director of Selvel One. The new LED screens add the touch of glamour to a medium that has long been the workhorse of the advertising world, he says. “Technology is a friend to OOH. It adds flexibility and gives a creative boost to the medium. Technology will secure the future of OOH around the world.”  

In a conversation with exchange4media, Mehta talks about the various aspects of OOH advertising and why it is crucial for brands.

Edited excerpts:

What are your views on digital OOH? Do you think it will become a huge growth driver for the OOH industry?

All over the world, digital has taken a disproportionate share of the OOH media pie. And this has not happened by cannibalising the classic OOH media, but through a quantum jump in the share of OOH in the overall media pie. I see no reason why the India story should be any different. In fact, given the density of population in cities, the growth story should be even more dramatic. By and large, just 5 to 7 per cent of digital OOH expenditure is equivalent to nearly 50 per cent of the total OOH expenditure.

What changes do you think technology will bring about in the OOH landscape?

Technology has been a disruption for media. Newspapers and magazines all over the world have suffered a sharp decline in their hard copy formats and subsequently their advertising support, and have been forced to adapt IoT as they moved online. Television too has come under enormous pressure. Channels are suffering as players like Amazon, Netflix, Facebook, YouTube and Hotstar have become the preferred medium for viewing.

Technology is a friend to OOH. It adds flexibility, colour and immediacy via latest hardware and helps place advertisements better by automatically changing products and creatives to match the audience. It has given a creative boost to the medium. Studies have shown that the efficacy of digital advertising increases substantially when bolstered by on OOH campaign. The medium cannot be zapped, switched or silenced as it cannot be manipulated by bots, clicks and automation.

The efficiency of buying OOH has increased dramatically with the use of technology. Technology can give an idea of the reach, frequency and likelihood of seeing as cameras capture eye movements, pauses and even smiles when ads are viewed. Predictive analysis on movements, passageways and destinations make it possible to pinpoint the ads that have actually influenced people and contributed to sale. This gives the marketers an invaluable ally and tool in evaluating and allocating market spends. This may take a while to percolate into the Indian market, but when it does catch on, it will spread like wildfire. Yes, technology will secure the future of OOH around the world.

Is the OOH domain bringing more brands into its fold? What is your particular experience in this regard?

There are hardly any brands that do not advertise on OOH. The new LED screens add the touch of glamour to a medium that has long been the workhorse of the advertising world. The final barrier of resistance to OOH will crumble with the drama, effect and impact that giant LED screens can provide. Once clients get to experience the effectiveness of the medium, the market will explode.

What do you think is the impact of advertising on the street?

The fact that all other media uses OOH shows its impact. When you think of the world's largest brands, you automatically remember their OOH campaigns -- Coca-Cola, Pepsi, Google, Samsung, Apple, and Amazon. In fact, Netflix has bought off OOH companies along the West Coast of USA to advertise their own programmes! Need we say more?

How does Selvel provide leverage to brands in terms of visibility, reach and recall?

Visibility and reach are in-built in every location that we own. Over the years, we have pioneered almost every size and format in OOH-- from monopoles to backlit, to halogen lighting and then to metal halides. We put up street lamps, created parks and even engineered and financed a traffic signal system in a major city. We pioneered LED screens 15 years ago to provide reach and visibility with a variety of options.

Any challenges that you face in the Indian OOH scenario?

The problems we face are the same as others in different parts of the country. There is a belief that billboards cause danger to motorists. Sadly not a single study has ever proven any link, even casually, between OOH media and accidents. In fact, the major accidents in the country are on highways!

We at IOAA are trying to get a model code approved by the Ministry of Urban Affairs so that the basic guidelines can be universally adapted with changes for local peculiarities. Every municipal corporation interprets OOH differently with some by-laws that govern our business dating back to the days of our independence! And of course every commissioner who takes charge automatically knows everything there is to know about OOH without even bothering to study the industry. So changes keep happening in rules and regulations every time there is a change in the top executive of a municipal body.

New OOH needs time and this requires stability and long-term contracts. Given proper encouragement, OOH can contribute substantially to the city infrastructure. We have already proven that we are better than the government in maintaining civic infrastructure entrusted to us on BOOT basis. Smart cities need smart OOH and that means large investments.

Tags Chairman Dooh Noomi mehta Outdoor advertising Selvel one out of home

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Third party data is the cornerstone for all OOH companies and brands in getting scientific analysis and measurement. Third party monitoring agency, Time Outdoor Monitoring, tracks OOH spends, monitors outdoor campaigns and tracks the effectiveness of spends. The report is based on PAN India analysis across 42 cities.

When analysing OOH spends, it is important to understand which categories are competing in the OOH market. Be it direct or indirect competition, one can obtain a fair perspective regarding the activities of various categories in the OOH space. It can be used as a tool and can be applied in many contexts and at many scales, and may be applied to an individual brand as well as the whole category.

Top categories which highlight themselves in first two quarters as per spends and share of space are showcased below:

TOP 20 CATEGORIES IN THE MONTH OF JANUARY TO MARCH 2018:





The data does not cover transit media airport, malls, inside railway stations and kiosks. Rates are indicative figure and subject to negotiation.

In the above data chart and table all the categories mentioned are competing in terms of spends and share of space.

Share of expenditure:

Real estate and builders category with their huge budget is leading the first quarter of the year 2018 with spends of Rs 1456.85 million and with share of space 96,82,131 square feet. Jewellery/Jewellery Shops category taking second spot with spends of Rs 428.95 million and share of space of 31,30,139 square feet. Showrooms/Shopping malls category in third spot with 416.33 million and share of space of 32,74,849 square feet.

Smartphone users are on the rise in India. This has interested a lot of mobile companies around the globe to highlight themselves in the form of OOH media and this is especially true in case of Xiaomi Corporation, one of the most popular Chinese brand among smart phone users in India have never used the OOH medium to market their products and only recently have moved into the OOH space owing to their sheer popularity and customer base in India. Similarly, there is huge customer base for all the car segments from luxury to mid-size to compact cars. Given the vast number of people travelling on road today gives four wheeler companies an opportunity to introduce their new car models or highlight the already popular ones through OOH medium to reach the masses.

January to March being the final quarter of the financial year makes salaried individuals and business houses file their tax returns. This period witnesses a significant increase in life insurance and mutual fund investments. No wonder, life insurance and mutual fund companies maximise their spends during this period.

Overall there are many emerging categories and regular players in the first quarter.

Share of Space (Square feet):

As compared to share of expenditure, we can see similar trend followed by categories in the Share of Space segment. Real estate category leads in top position and Showrooms/Shopping malls category taking second position with little more coverage in terms of square feet than Jewellery category.

Remaining category rankings stay more or less similar compared to their share of expenditure.

TOP 20 CATEGORIES IN THE MONTH OF APRIL TO JUNE 2018:





The data does not cover transit media airport, malls, inside railway stations and kiosks. Rates are indicative figure and subject to negotiation.

Compared to previous quarter:

Spends of the current quarter (Apr-Jun) has slightly decreased from the previous quarter but still in both quarters Real Estate category reclaims its first spot. June being prime time for all the school and colleges to reopen, the education institute category maximises its spends taking a huge leap from ninth to second position moving ahead of Jewellery/Jewellery Shops category from the previous quarter. April and May being the vacation months in India, all shopping malls and showrooms are the frequently visited hence it has retained its third position from the earlier quarter.

Air conditioner/Air cooler, Apparels/Garment, Soft drink, Undergarments and Footwear categories are the new entrants in the list for the second quarter of the year. Political party, film ads, Housing finance, Hotels/Resort and Mutual fund category did not make it to the list.

Tags Ooh advertising Ooh industry Xiaomi Time Outdoor Monitoring

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