Home >> Out-of-home >> Article

Outdoor is in

22-April-2005
Font Size   16
Outdoor is in

The outdoor media in Delhi is back. Between 1997, when hoardings were banned in the city, and now, the billboard prices have shot up by about 500 per cent. And as advertisers vie for space on bus shelters, hoardings, unipoles, and public conveniences, Delhi’s Rs 80-crore outdoor advertising market is set to cross the Rs 150 crore mark by the end of 2005.

According to TAM’s advertising mapping division, AdEx, the all-India outdoor spends went up from Rs 790 crore in 2003 to Rs 850 crore in 2004.

Outdoor experts claim that the shortage of billboards has pushed the hoardings prices up. Today a bus shelter, that cost Rs 5,000 before the ban, costs nearly Rs 30,000 a month. The massive (60/20ft) hoarding at the Blind School (near the Oberoi flyover) is priced at Rs 4 lakh a month — this was available for Rs 75,000 in 1997.

The price escalation is attributed to increasing demand for hoardings as well as intense competition among advertisers.

“If LG takes a billboard in Connaught Place for Rs 4 lakh a month, Samsung doesn’t mind paying that much, if not more,” says Umesh Puri, director of Gold Star Communications.

In 1997, the outdoor industry in Delhi suffered a major blow following the Supreme Court order directing the Municipal Corporation of Delhi (MCD), NDMC, Railways, Public Works Department, Delhi Police and the Delhi Cantonment Board to “remove all hoardings on road sides which are a disturbance to safe traffic movement.”

While the agencies were required to identify and remove only the hazardous hoardings, they implemented a blanket ban on billboards, points out Pramod Bhandula, director of Selvel Advertising and a member of the Delhi Outdoor Advertising Association.

The move killed the city’s bustling outdoor industry and snuffed out a source of revenue for the government. Outdoor experts claim that the government earned close to Rs 100 crore a year in 1997. Today, its revenue is not more than Rs 15 crore.

However, the MCD set up an Urban Graphics Forum (UGF) on April 30, 2003. The objective of the body was to regulate the outdoor advertising media in the city. The graphics forum has now identified new adjuncts (advertising junctions) at South Extension, Pitampura, Red Fort and Defence Colony Flyover in the city. The tenders for these sites have yet to be floated (See box).

To further boost the city’s outdoor business, the NDMC has floated global tenders for building 200 world-class bus shelters on a Build-Operate-Transfer basis. The bus shelters will be leased for 15 years.

Planning versus commerce

The Urban Graphics Forum comprising urban planners, graphics designers, outdoor advertisers and key MCD officials was set up two years ago to monitor outdoor advertising in Delhi.

But the outdoor media agents complain that the forum is bureaucratic. Tenders for the new advertising sites, identified more than six months ago, have not been floated.

“MCD is losing revenue because of such delays,” points out Mukesh Gupta, director, Graphis Ad. Adds Selvel’s director Pramod Bhandula: “Fresh bids for subway spaces are being invited on April 26 but contracts for earlier bids are still not awarded.” Gupta and Bhandula are members of the graphics forum but say that they are hardly ever invited for its meetings.

MCD commissioner Rakesh Mehta says the grouse unwarranted: “Delhi outdoor association members have been included in the forum only for their limited technical inputs. Increasing revenue is not our main concern. The objective is to improve the urban landscape. If advertisers had their way, they would park a trailer hoarding in the middle of Chandni Chowk.”

Tags Out-of-home News

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Guest Column: Co-founder & Strategy Director at Reptile FX dissects the endless possibilities of how an explainer video can meet various communication objectives

‘Do What Moves You’ campaign aims to shine a spotlight on the brand’s belief in the power of self-expression

Mathrubhumi Media School will offer PG diploma courses in print & broadcast journalism