Out Of Home News
Aaren Initiative, the outdoor company of Lintas India's Integrated Marketing Action Group, has bagged six new business accounts in the last three weeks. These include the outdoor business from the newly-launched CNBC's Awaaz Channel, Sutherland, Indus League, Dena Bank and Tata Indicom (TN Circle).
With WPP agreeing to merge WPP's current outdoor specialist, Portland Outdoor Limited with Poster Publicity to create a global outdoor media buying and planning business, the Indian operations is set to see some changes as well.
Media 24*7 has bagged the exclusive in-stadia rights for the India-Pakistan cricket match in Bangalore. An important in-stadia innovation for the match will be 25 feet by 20 feet huge LCD screen. It will offer crystal clear clarity and will showcase commercials, trivia, scores, live contests etc.
LemonTree Media has acquired the in-stadia advertising rights for the upper tier for five grounds in the upcoming mega cricket series between India and Pakistan, The five grounds are Bangalore, Visakhapatnam, Jamshedpur, Kanpur and Ahmedabad.
DuPont India has launched DuPont Teflon Sign Solutions for the signage market, which will provide end-to-end signage solutions for the Indian corporate identity segment. It will offer a unique 3-layer signage system.
While outdoor has been contributing about 5-6 per cent of advertising industry spends world over, it has been around 8.5 per cent to 10 per cent in India and is expected to be an Rs 6-billion industry very soon. Despite these buoyant facts not all is picture-perfect for outdoor.
PrimeOutdoors, a division of Primetime-IP Media Pvt. Ltd , has won the outdoor activities for Tata Teleservices in Himachal Pradesh and MP-Chattisgarh circle. This account was won in a multi-agency pitch and the incumbent was RMG David.
Explosion in the number of channels has shown its effect on other frontiers as well. Not only are new channels like Hungama TV, Zoom and STAROne screaming at the audience about the increase in choice, but wary of competition, older players too are ensuring that they retain, if not increase, their viewers. In the whole bid, Outdoor medium has turned to be a silent accomplisher.
Advertising has evolved over the years; from print and television, the industry is fast tapping the outdoors medium. “Compared to print and TV, outdoor is a cost effective medium with a clear target group. In the coming years outdoor will and should take over other mediums,” says Atul Rai, COO, Ads Advertising.
<p align=justify>“Traditionally, when people talk about outdoors, it approximates Rs 875 crore business annually. This is what the industry spends. One normally talks of outdoors when it comes to out-of-home communications and says Rs 875 crore, but actually this is not the case. If you are looking at out-of-home as outdoor along with visual merchandising and the rest of it, then it all amounts to a whopping Rs 2,000-crore-plus industry.” <br><br>
The Lintas Media Guide 2005 has some interesting information in store for the media fraternity. In the course of sharing a comprehensive picture on various mediums, the study brings to fore the change in the role of the outdoor medium, which has moved from a support medium to being an active participant in the life cycle of a brand.
If expert comments are anything to go by, Out of Home is one component that is increasingly claiming more of the advertisers’ money. In a recent Point-Of- Purchase seminar, citing the INR data, industry leaders share that even though out of home, claims only seven per cent of the total ad Indian industry, unlike other components, this one shows growth.
Aaren Initiative, the out-of-home solutions division of Lintas Integrated Marketing Action Group, has been awarded the out-of-home solutions account for the prestigious TN circle of Tata Teleservices. This account was won in a multi-agency pitch, where the incumbent agency was RMG David.
Hong Kong’s largest commercial LED screen has been put up by JM Media, enabling advertisers to choose frequency and duration of ads.
Drinking tea is soon going to be the coolest thing to do for India's Gen Next and working hard to make this happen is the Pune-based design company Elephant Design, which has been roped in by FMCG major Hindustan Lever to make its tea brand, Lipton, hot and happening.
Ad agencies with OOH operations such as Mudra (Primesite), Lintas (Aaren Initiative), O&M (Ogilvy Activation) and Madison Outdoor (MOMS) are incorporating software-led technology packages which are likely to further change the face of outdoor advertising in the country apart from boosting the business potential of this segment.
“OOH as a medium has the greatest flexibility in terms of being able to transform ideas and imaginations into reality and as long as we have people walking on the streets, the industry has an exciting future. To be better off, marketers will have to look at ways the customer can interface with products, with brands, when he is out on the streets.”
In recognition of the changing advertiser requirements and new paradigms of the out-of-home business, PrimeOutdoors has developed and implemented a set of planning and process management systems to ensure better utilisation of the advertising rupee and smoother campaign deliveries.
“The outdoor market in India is currently looking positive. There is an increase in bookings – more short-term than long-term, largely driven by media, entertainment, telecom and finance categories. There is more accountability for the rupee spent, and research and planning tools are gaining prominence. Out-of-Home is the fastest growing media segment in the country and has an average growth of 20 per cent annually.”
The traditional brand communication mediums are facing serious threat from the emerging ‘out-of-home communications’ (OOH). The OOH constitutes more than 10 per cent of the media mix in large part of the world and in over the last five years, the OOH communication industry grown by approximately seven per cent.
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