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Traditional advertising media
such as print, radio and television have become quite fragmented and also cluttered
with advertisements. Therefore, they are no longer as far-reaching and
effective as they used to be during earlier years. Of course, marketers
now have a variety of new avenues, i.e., mobile phones, email,
websites, downloadable content, social media, etc., through which they can
promote their products and interact with their customers and prospects. Each
of these has its advantages and limitations. Out-of-Home or OOH
advertising (primarily comprising of outdoor hoardings and displays) is one of
the traditional advertising media, but is now being increasingly used to
compliment other forms of advertising in order to achieve better exposure
and recall. Innovation in creativity and also the adoption of modern
technology have made this medium contemporary and at the same time
more impactful. OOH advertising is a promising solution that fills the
gap left by other media. It offers plenty of opportunities for innovation
through LED billboards, dynamic floor displays, halogen projection
balloons, etc. More importantly, it also lends scope for active interaction with
consumers.
According to a report by PricewaterhouseCoopers, the
Indian OOH market has been growing at 17% per annum since 2007, from
Rs. 1,000 cr by value to Rs. 2,150 cr in 2010. OOH spending is pegged
at 5 to 7% of the total media spending, and is envisaged to grow at
more than 15% per annum. This would make OOH the fastest growing
advertising medium after the Internet. Telecom, financial services and
real estate are the major spenders in OOH advertising, followed by
consumer durables, media and automobiles. |
