Outdoor industry banks on the festive season
While the OOH industry had a flat growth in the first half of 2012, it is gearing up for the festival season to attain sustainability
Looking at the current market scenario, various brand categories, as a strategic move, planned on keeping a low spend for the first half of the year. They are now geared to unveil a marketing burst during the festive season. Out of home, as communication segment, too brightens up during this season. Though, the situation this year might look a little less shiny, industry experts believe there are good avenues to explore.
“Currently the out of home industry situation is similar to Bollywood; one fortnight we see media formats in a houseful state and suddenly a dull phase rolls in. The festive season this year is definitely not better than last year but we are very positive that it will catch up a good speed to attain good sustainability,” said Mandeep Malhotra, President, Mudra Max-OOH.
While major out of home investors such as BSFI and telecom have cut down spends drastically since last year, there are few brands from these sectors that are still active seasonally in different markets. The industry does strongly feel that there are opportunities even at such times. The only thing is that agencies need to map their plan smartly to sail through well.
Rajiv Saxena, Managing Director, Blue Ocean Media is of a similar opinion, “Keeping in mind the uncertainty that is hovering over the industry, what needs to be taken care is the fact that there is a set mix of clients on board by agencies. The industry needs to be focussed to understand the brand profiles of each sector carefully.”
Lifestyle, luxury and FMCG are brand categories that are already looking bright on outdoor in various parts of major metros. According to Sudip Ghose, Group Marketing Director – South Asia, Samsonite South Asia, traditionally the festive season has been a very important marketing period for the luggage market on the whole.“Considering that there has been a considerable change in the buying preferences of the consumers over the years, the ad spends have definitely gone up. Twenty per cent of the advertising for this festive season will be invested in airport space”, added Ghose.
As per the nature of the lifestyle segment, various promotional activities are constructed towards driving footfalls to the store. Since festivals play a major role in driving business and increase customer spends, many brands are running city-specific outdoor campaigns.
Optimistic, Nabendu Bhattacharyya, Founder and Managing Director, Milestone Brandcom said, “Festive season brings in a lot of happiness to the outdoor industry. Media bookings across major metros is already bumper full; in fact there are few areas where there is an increase in demand and decrease in supply situation. With the retail expansion and development of new media formats, out of home will prove to be an attractive communication medium that will give a new dimension to advertising.”
Though all seems well in the outdoor space right now, a wait and watch situation will creep in as soon as the festive season sets down.
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