Out Of Home News
The third edition of Outdoor Advertising Awards has added seven new categories, bringing the total number of categories to 23. The new categories are Real Estate & Construction; Travel & Hospitality; Healthcare; Clothing, Footwear & Accessories; Education & Training; Best Format Innovation; and Best Print Innovation.
Farid Kureshi, CEO, Times OOH, says Outdoor has been around for 60 years, but there are a lot of issues that need to be sorted out, like lack of research, professional people, and investment. It’s a mom and pop shop kind of business even today and extremely fragmented. Logically, things should improve when the industry comes out with better products as eventually one has to look at advertisers as consumers.
‘Outdoor Advertising’ magazine, previously ‘Outdoor Today’, stated to be India’s only magazine for the OOH advertising community, is changing its format and frequency to address industry requirements better.
Anup Jalan, co-founder MOMS, has sold his 49 per cent stake in the agency to Madison Communications. Jalan now intends to fully concentrate on his venture in Dubai, Right Angle Media FZ LLC. Incidentally, Madison has also moved out of Right Angle Media.
Times Innovative Media Pvt Ltd, a wholly-owned subsidiary of Entertainment Network (India) Ltd, has bagged the advertisement rights for Mumbai’s Chhatrapati Shivaji International Airport. The contract was won at Rs 250 crore. The total revenue generation from this project would be in excess of Rs 350 crore.
<p align=justify>The Indian outdoor market looks positive in comparison to the global market, it contributes 10 per cent of the advertising expenditure and has been growing at 20 per cent for the last couple of years as against in the US where it is growing at a mere 2.2 per cent and Europe where it is growing at 6 per cent. Standardisation of the medium, aesthetic structures and scientific research will decide the quality growth of the medium.
Nabendu Bhattacharyya, Country Head-Landscapes & Signscapes, Ogilvy Activation, feels that the international outdoor players will help introduce aesthetic structures, accountable solutions and research in the medium. The Indian outdoor market looks positive in comparison to the global market in terms of growth potential and growth rate, he says.
After hectic bidding, Delhi International Airport Pvt Ltd (DIAL) has awarded the licence for advertisement locations at Indira Gandhi International Airport to Times OOH Media. The winning bid was for Rs 150 crore.
<p align=justify>You cannot expect to make money or better the industry by just planting outdoor media formats arbitrarily. The building of world class outdoor formats must go hand-in-hand with the cityscape and must form part of the city. Further, to do all of this requires huge investments, which we are more than willing to do.
In a first-of-its-kind localised campaign developed for India, BBC World has taken the OOH route in a differentiated way to drive home the point that international news also affects the Indian audience. For this, BBC has tied up with Pantaloons, wherein live models have been used to reiterate the campaign ‘What affects the world, affects you’.
vJive is all set to provide broadband digital out-of-home solutions at points of purchase. For this endeavour, the technology provider will be backed by Matrix Partners India with an initial investment of Rs 20 crore out of the agreed Rs 100 crore.
Adille J Sumariwalla, Chairman & MD, Clear Channel Communications India, emphasizes that the building of world-class OOH formats must go hand-in-hand with the cityscape and must form part of the city. But that requires huge investments, which Clear Channel is willing to do.
Delhi-based OOH agency Graphisads is in talks with foreign outdoor ad agencies for a joint venture partnership in the fastest growing outdoor medium. The agency is already in talks with a few players based in Europe.
<p align=justify>“We are a pro-client agency and the only objective we have is to be accountable for every penny the client spends with us and I guess all our clients will vouch for us in this regard. We always try to add value at each step when a campaign is in progress, starting from planning to post-campaign presentations. This was our approach for the Tesco campaign or the recent Suzuki Zeus launch campaign across 70 towns.”
Honda has unveiled a new outdoor initiative to promote its new CR-V, the third in the series. The auto major will be concentrating more on outdoor promotions as they feel that their target group of high-end customers can be easily accessed in such a manner.
Pratik Sen, Partner, is upbeat after his agency Media Mindscapes, recently bagged the contract for all international outdoor advertising of the Ministry of Tourism’s Incredible India! campaign. He talks of the journey that has taken Media Mindscapes from a start-up with an investment of Rs 1000 to a Rs 15-crore OOH company in less than five years: by adding value at each step when a campaign is in progress.
<p align=justify>With more and more global OOH majors coming into India, the outlook of the clients, the specialist agencies and also the media owners will undergo a sea change. Technology, innovation and accountability with service delivered to the “T” will be the benchmarks that clients will use to judge us, and we all have to stand the test. OOH will evolve beyond its ‘static media’ heritage. Consolidation will also play a key role in taking OOH to the next level.
UTI Venture Funds, one of the leading private equity firms, has announced an investment of $10 million in India’s outdoor media company, Laqshya Media Pvt Ltd. This is the first investment by a private equity firm in the Indian outdoor media sector. Enam Financial Consultants acted as investment bankers to the transaction.
Kaushik Chakravorty, Country Head, Enhance India, says the agency was created as a separate division of the Starcom group to offer specialised services to independent as well as Starcom clients in the fields of ambient media assets, navigational signage and retail branding.
<p align=justify>We are like a newborn baby which can only devour energy and grow. In the process, we are using technology, generating state-of-the-art knowledge, data bank and policies. We will be building and consolidating our network to tackle legislative issues across the country, and all this without sacrificing any cash flow.
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