Out Of Home News
The government has banned all advertising along national highways in the model concession agreement for build-operate-transfer (BOT) projects. The move is likely to hit the Rs 850-crore outdoor advertising industry as well as the income of road operators.
Mudra Group’s out of home agency Primesite has come up with new outdoor campaigns for two-wheeler major TVS Motor Company’s recently launched bikes. The unique feature is that instead of concentrating on big cities, the main focus is smaller towns.
<p align=justify>“We have to have relevant data on outdoor and we have to scientifically justify ROI. Till that happens I guess opportunities would only mean a new site on some new road… Currently, creativity in outdoor only means creativity in visuals but creativity has to be there in strategy and media as well.”
Want a billboard for Christmas? Better hurry, they’re almost gone. Advertisers’ concerns about the fragmentation of TV audiences and the tuning out of broadcast messages have driven demand for out-of-home inventory to levels unseen since the halcyon dot-com days of the late ’90s.
In a bid to reposition itself as the common man’s voice, Red FM 93.5 has unfurled a series of innovative hoardings raising the issues that affect the common man. The FM channel unveiled their latest hoarding in suburban Mumbai depicting the plight of the out of work dance bar girls.
With hoardings being banned in Delhi, vehicles for out-of-home (OOH) communication in the National Capital are limited. However, the Delhi Metro’s advent has brought much cheer to advertisers. In a recent development, Times OOH has won ad space for the Connaught Place zone following a bidding that took place a fortnight ago.
OOH is beginning to gain importance and Pantaloon is all too pleased to work for its cause. It has come up with a dedicated ‘Out of Home’ space division, which will provide a new option for advertisers to promote their brands.
For that to happen, the outdoor industry has to have relevant data and scientifically justify ROI. Till that happens, it would only mean a new site on some new road, says Soumitra S Bhattacharyya, CEO, Madison Outdoor Media Services (MOMS).
<p align=justify>“I think a reasonable figure for the industry currently is Rs 1,000 crore annually. Let us not forget that there are so many things that we cannot measure in outdoors, unlike traditional media. The growth rate is at 20 per cent year-on-year.”
<p align=justify>“We have to have relevant data on outdoor and we have to scientifically justify ROI. Till that happens I guess opportunities would only mean a new site on some new road… Currently, creativity in outdoor only means creativity in visuals but creativity has to be there in strategy and media as well.”
While there are several media options and ways to promote a product, what is scarce, however, is consumer attention. With high fragmentation and clutter, the need has become even more intense to get one’s brand engage the consumer.
Ogilvy & Mather, India has inked a pact with Pakistan-based Interflow Communication’s under which, the latter will now offer the expertise of Ogilvy Landscapes to its clients.
In order to offer integrated out-of-home solutions, the outdoor and retail units of Madison, Madison Outdoor Media Services and Madison Retail Paradigm, have announced restructuring at the senior management level.
Times Infotainment Media Ltd has officially christened its out-of-home division as Times OOH Media. The division will be active under the leadership of Farid Kureshi, erstwhile EVP-Sales, Radio Mirchi, from August.
In order to offer integrated out-of-home solutions, the outdoor and retail units of Madison, Madison Outdoor Media Services and Madison Retail Paradigm, have announced restructuring at the senior management level.
PrimeHealthcareSigns, a vertical business unit of Prime Site, the specialised OOH division of Mudra, has established itself in the country and is now looking at stepping out to win itself global clients and recognition.
The Delhi Metro has opened a completely new chapter for the Capital’s commuters. Will this latest mode of transport also become a moneymaking opportunity for advertisers? What is the real potential of this new outdoor medium? We try to explore.
The public interest litigation that hit out at hoardings was actually fanned by newspapers. It is ironical, though, that newspapers have used hoardings most extensively to advertise themselves.
Research or rather the lack of it is certainly an issue for the outdoor medium. Industry players observe that the Rs 800-crore outdoor industry needs to be more organised in its operations and also requires research for further growth.
Laqshya Media has planned to create specialised divisions for media planning and buying, media ownership business, events and promotions, and retail solutions. According to Satish Singh, COO, Laqshya Media, currently the reasonable figure for the outdoor industry is Rs 1,000 crore annually. The growth rate is at 20 per cent year-on-year.
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