Out Of Home News
Candid Marketing has sprung into action rendering its on-ground services to AXN. The massive campaign by Candid Marketing directed at promoting soon-to-be-announced fourth AXN Action awards was organised in six metropolises across India, in tune with the spirit and buyoance of the channel.
The Out Of Home (OOH) industry has for long been kept aside with step motherly treatment by advertisers. Years after its acceptance, it only happens to be the fourth most popular medium for advertisers. To top it all it has been one of the worst hit industries during the economic slowdown. Media observers, and out-of -home players, share their views on ways in which this industry can move forward.
Graphisads that specialises in outdoor advertising, has got the exclusive marketing rights for a bouquet of outdoor options including unipoles, standys, wall-mounted signages, conveyor-belt, four-side pillars and so on, at Srinagar airport.
The slowdown surely has made no dent on the launch announcements coming from the Mudra Group. Close on the heels of the agency’s partnership with Portland UK, Mudra has now launched second out-of-home agency StreetSmart that became operational from June 18, 2009.
The Media Research Users' Council (MRUC) and Hansa Research launched the Indian Outdoor Survey (IOS) 2009 for Mumbai on June 15, 2009. exchange4media spoke to OOH players and domain experts to gauge whether IOS fills the gap of a credible measurement system for the OOH industry. The players have welcomed IOS but are waiting to see the study would grow enough to become a currency for the OOH medium.
Media Research Users’ Council (MRUC) and Hansa Research launched the Indian Outdoor Survey (IOS) 2009, for Mumbai, on June 15, 2009. Following the Mumbai launch, MRUC and Hansa Research plan the Pune launch in a month’s time, if “monsoon doesn’t play spoil sport”. IOS for Delhi in the meanwhile, would take another year.
Bharat Sanchar Nigam Limited (BSNL) has empanelled four advertising companies - Crayons Advertising, Planet Advertising, Prabhatam Advertising and Concept Advertising - to carry out its proposed Rs 100 crore outdoor campaign for the year 2009-10. It is learnt that BSNL had received tenders for the business from 13 agencies.
Following an effort that has spanned five years, Media Research Users’ Council (MRUC) and Hansa Research are all set to release the Indian Outdoor Survey 2009 for Mumbai on June 15, 2009. The Patron Sponsors, who provided the initial funding for the project, include Laqshya, Outdoor Advertising Professionals, Ogilvy and Reliance ADAG.
C3CUBE plans to launch a series of public multimedia projects in the Indian market. The Dilli Dil Se kiosk network was conceived and developed by multimedia producer Raja Choudhury and his digital agency, C3CUBE Multimedia for Coca-Cola India as part of its integrated marketing program to leverage its sponsorship of the Delhi Daredevils during the DLF IPL 2009. This program also included a website, www.DilliDilSe.com, designed by C3CUBE.
Digital media solutions provider Elucido Media Networks is on an expansion spree. The company plans to grow both in terms of geography, and in its people force. In the next six months, Elucido, which has its World Headquarter in Bangalore, plans to enter Mumbai. It also plans to hire people from outside India to double its people force from 45 to 90.
Emnet Samsara Media Pvt Ltd (ESMPL) has launched its newly branded in-bus screens on June 5, 2009. The company has branded these in-bus screens as ‘Best TV. It may be recalled that ESMPL had bagged the BEST contract to install screens and CCTVs in these buses for 20 years. The contract can be renewed after 10 years.
“Digital OOH started in the last one year or so. Though it expands the overall OOH market, it still remains to achieve critical mass. As a medium there is a possibility of interacting with the TG on real-time, which needs to be exploited,” says M Kumar, GM - Brand Development, Jagran Engage.
Posterscope India, the global OOH agency from the Aegis Media, is bullish about India and is eyeing a growth of 100-plus per cent this year, as against a 3-4 per cent growth in the OOH industry. In exclusive conversation with exchange4media, Annie Rickard, President, Posterscope Worldwide and Ashish Bhasin, Chairman India and CEO South East Asia, Aegis Media, share their plans ahead.
We are recently experiencing the trends seen 10 years back coming back in new avatar – categories like boutique stores, furniture stores, PSU banks and insurances, and real estate, localised brands are suddenly seen on outdoor mediums. In January 2009, we witnessed less inventory and more bookings. I predict this trend will continue, though the industry will still be ruled by telecom, financials and media - entertainment. Moreover, inventory balancing will be done by localised advertisers.
Out-of-Home Media (India) Pvt Ltd and The Nielsen Company have released the findings of the residential research conducted across locations in Mumbai and Gurgaon. The research is an extension of OOH Metrics, the first ever research on digital out-of-home media in India released last year.
In-store radio plays a big role in setting the ambience within a store and enhancing the purchasing experience of consumers. The radio stations get the opportunity to reach out to their listeners at a very effective consumer touch point – retail – which makes a listener’s interaction with the brand as interesting as possible. Future Radio has already started in-store radio in some of these consumer touch points. Over time, Future Media has plans to launch its own in-store radio network.
Tag Media Network has also come out with a study that showcases the relevance of the in-store television medium and the quality of people that it reaches. The Tag Media Audience is a research designed to present an overview of Tag’s audience in the context of the Indian market.
Mumbaikars are expected to participate in large numbers at the Mumbai Marathon, being held on January 18. Actor John Abraham will be the face of the Mumbai Marathon this year as well. A special Mumbai Marathon package created by OOH Media under their OOH Cares property will have Abraham sharing interesting facts about the Marathon.
OOH media company Hype Integracomm has installed LCD screens in all the Western Railway trains. The network of these screens, named as Smile TV, will relay a mix of entertainment, information and advertising 18 hours a day in all the Western Railway trains.
In this era of wired and wireless connectivity, outdoor advertising is going hi-tech to stay ahead. JCDecaux concluded its innovative campaign on January 2, 2009, wherein it made use of the Bluetooth technology to greet people Merry Christmas and Happy New Year.
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