Outdoor advertising is a broad term that describes any type of advertising that reaches the consumer when he or she is outside the home. It is considered as a mass-market medium just like broadcast, radio, TV and cinema advertising. Today most of us are spending more and more time out of our homes while working, shopping or socializing and it is becoming increasingly difficult for brands to engage with us.
Although It is one of the oldest forms of advertising but still drawing advertiser’s attention at a time when online ads are eating into the market share of other advertising platforms. Despite the market challenges, the outdoor advertising and out-of-home segment are still making its presence felt in the competitive advertising landscape. It is predicted that advertising expenditure in the outdoor media market such as billboards and transit advertising is set to grow this year, clocking 15% year on year. It’s a mode of advertising that can’t be skipped by the consumer or blocked in outdoor environment due to which it has remained the core channel to reach mass urban audiences.
OOH reach and audience are mostly immune from the erosion and fragmentation experienced by television or print. Unlike modern advertising, OOH advertising cannot be skipped or blocked. Today’s generation, especially youth, have become experts at avoiding advertising by blocking ad insertions. OOH is largely immune from that threat. OOH can address branding campaigns as well as lower funnel activation. Positioned in transportation and shopping malls, it has the ability to target consumers at or near point-of-sale.
In many markets, transportation and municipalities bodies are ready to partner with OOH vendors to generate advertising revenues. These OOH segments are typically based on long-term contracts and the renewal being negotiated now are often the first to come up in the context of affordable digital screens, connectivity, and programmatic opportunities. This is why digital inventory has increased exponentially.
The only disadvantage, it cannot do the heavy lifting. Any attempts to do so will usually lead to a very cluttered and confusing message as many are driving, more are occupied with their mobile device etc. So, it needs to be done very wisely.
During the year 2017, this category grew by 6% and now stands at INR 3,085 crore. The Retail sector has contributed maximum revenue followed by telecom giants. It expected that this segment will grow further and will be valued at approximately INR 3400 crore by end of 2018. Industry experts are confident that organized retail sector will continue to show the growth on this medium.
The sector will gain further from the central and state government’s publicity and elections campaigns due to upcoming state assembly election in of 2018 and Lok Sabha elections in 2019. During the last financial year, the contribution of this segment to the advertising pie was 5.8%.
Technological intervention and the introduction of digital OOH is changing the face of OOH medium. Digital OOH is very popular in advanced countries however in India it’s lagging behind due to lack of innovation, technology, and government regulations. Currently, the impact of OOH is not measurable however introduction of modern technology will make it possible in coming days.
Another barrier that is hampering the growth of this segment is creativity and content. Creatives and contents are developed keeping the medium in mind which affects the effectiveness of the medium. Passerby often only have a few seconds to engage with an OOH advert, therefore, it is imperative to create a campaign that will make them want to stop and take in the message for longer or something that is instantly memorable for them, ensuring the message stays with them long after they have left its vicinity.
Dear Readers, Thanks for reading our post. Kindly comment below the post and do share your response. Once again thanks for being here and have a great day ahead.
Comments
Post a Comment