Ads make the world go around. On an average, an individual is exposed to 1,00,000 ads per day, so advertisers are continuously finding news ways to create an impact on the minds of consumers. As people associate ads with innovation, creativity, thoughtfulness, and experience the ad industry is persistently working on creative ideas to communicate about their products/services. Media planners are analyzing day in and day out the most effective media vehicles. They have at their disposal many mass media tools such as newspapers, magazines, television, radio and the Internet. They are still looking out for new avenues to communicate about their products and reach the target audience.
With the traditional media getting cluttered, outdoor media is gaining more importance. Out-of-home (Ooh)/Outdoor advertising means promoting the products and services outdoors in the form of billboards, hoardings, signs, transit ads and many more. Though outdoor advertising has been existing from ancient times, new forms have emerged recently. When we think of outdoor ads, hoardings and billboards are the first things that come to our mind. Of late, with the emergence of technology and innovative approaches, outdoor ads are changing at a faster pace.
Outdoor advertising is one of the common strategic media decisions taken by almost all the companies. Companies are increasing their ad spend on outdoor media. For instance, Star TV spends around Rs. 10 cr; Zee TV about Rs. 70 mn; Sahara Rs. 100 mn; and Sony Rs. 70 to 80 mn on outdoor advertising. On an average, outdoor media takes 8% of the total budget plan of major companies. Vasant Jante, Publisher of Outdoor Today says, "Outdoor advertising is growing and will continue to grow over the next few years. But given a more concerted effort from everybody in the industry, the medium can really come into its own." |
