Specials

Out-of-Home is In

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/01/11/Ishan%20Raina-800x800.jpg?itok=F3dHhcVv

Though times are tough, the OOH sector will continue to clock steady growth, says Out-Of-Home Media chief executive officer Ishan Raina.

Recently, I have been swamped with queries about trends and happenings on the Out-of-Home industry. And it feels good. This shows that the industry is thinking out-of-home and is looking upbeat. Out-of-Home is in.

The last year has seen a flurry of movements in OOH due to legislation issues. Although a tough year for the industry on that aspect, this has been a move for the better. We can now expect more innovation and widening horizons as agencies and the media owners are thinking beyond traditional.

Suddenly, we see a spurt of street furniture being used across cities. Newer formats of outdoor media are seeing the light of the day. Not just media formats, but creativity in using the media effectively also points to the fact that creative agencies, who are the brand custodians, are taking OOH seriously. The use of ambient media, for instance, is another development. So, if you take a walk down any street in a city like Mumbai, you can be absolutely sure that you won‘t feel bored for a moment!

With the audiences now moving out of their residences more often to newer public avenues along with the boom in the real-estate scenario (barring the current situation) such as malls, multiplexes, public entertainment zones, corporate parks, socialising hubs etc, out-of-home has exploited this trend really well.

SEC A audiences frequent to these locations, which gives the advertiser a plum of OOH advertising opportunities to put his monies on. With the Western influence seeping in, a need was felt to experiment with sleeker, technologically advanced media. The onset of digital media and its growth shows that advertisers have adapted to digital media like LEDs, OOH TV etc. quite well. From just two to now about six players already in the digital OOH TV market, this medium is making a huge impression upon the end-users‘ and hence, the marketers‘ mind. Today we have grown to about a Rs 15 billion industry (static and digital inclusive).

The specialty of OOH is the ability of an advertiser to customise his communication and buy as per his budgets. For example, OOH Media offers the tool of Flexicast - which can be explained as the ability / flexibility to telecast brand communication on Out-of-Home Media screens as per the advertisers‘ choice of city, location, target audience etc. Advertisers can, thus, use our medium or any OOH medium for various reasons like for instance to launch a brand, add frequency to their overall campaign, act as a reminder medium, etc depending on their needs. For instance, OOH Media, being the only AV media in an out-of-home environment, has the advantage of adding frequency to TV, and visual to radio, print and outdoor media campaigns.

So whether it is finance, telecom, auto, FMCG, real estate, consumer durables, apparels, media…..any and every advertiser from a small retailer to a multi-crore MNC can use the OOH medium effectively. We have seen advertisers from finance, auto, FMCG, apparels, consumer durables, telecom, real estate, media, tourism, etc use our medium quite a lot.

Legislations have been an issue especially for traditional media, but since we are in an indoor environment, these issues have not affected us much. The fact remains that OOH still remains a fragmented and unorganised industry. Our first step towards making it organised was to launch OOH Metrics - the first ever large scale research on Digital Out-of-Home TV media in India, by OOH Media and Nielsen. The research profiles the likely audience as well as substantiates footfall figures. With a scientific approach to OOH TV, advertisers and agencies are considering the medium seriously.

Though times are tough currently, my take is that advertisers will not stop spending as such on OOH, but will be more prudent and cautious. Value for money and effectiveness will be under scrutiny. That‘s where metrics will come into play. Innovations will be a crucial factor and flexibility to adjust around the advertisers‘ needs will be required.

OOH is a growing medium and will continue to grow. With so many technological advances already making news, we can look forward to a steady year ahead.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/11/Inside-Digital-India%20%281%29.jpg?itok=CnwOsdre
Rs 12 billion budgeted for 'Digital India' '17-18

With the Government’s emphasis on cashless and paper-less working, electronic governance gets the highest chunk of Rs 4.0055 billion out of the overall budget of Rs 12.1642 billion set aside for Digital India for 2017-18.

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/10/Ravi-Shankar-Prasad%20%281%29.jpg?itok=Xf9axe3G
Ravi Shankar too hopes DTH will support Swayam

Union Minister of Electronics & Information Technology and Law & Justice Ravi Shankar Prasad said, “The budget of Modi government for 2017-18 is historic and unprecedented. This is a budget for bold India, clean India, eager to tap its potential. Based on the pillars of efficiency,...

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/08/deep-sengupta%20%281%29.jpg?itok=tSmYMgrN
Budget '17: SAP enables mid-sized cos to go digital

Aligning to the Union Budget 2017, SAP SE announced the launch of SAP S/4HANA Private Cloud, the next generation business suite tailored for midsize companies, which will be available at a simple and affordable subscription pricing.

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/07/Untitled-1_1.jpg?itok=GUdW5mAy
Budget '17: Rural net will facilitate travel bookings

The union budget has broadly focused on themes such as the farming sector, the tourism industry, development of road network, and infrastructure. The high speed internet connectivity in rural areas will now be the biggest advantage to the travellers.

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/07/Nippon%20TV-800x800.jpg?itok=mQBFe8uo
MIP '17: Nippon TV gears up with two scripted, three non-scripted formats

MUMBAI: Having recently been crowned ratings champion for the third consecutive year in Japan, coupled with the tremendous success of its scripted drama Mother which has received numerous offers from around the world and is a ratings success in Turkey as ANNE, Nippon Television Network Corporation...

Specials Event Coverage Miptv
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/03/Untitled-1_0.jpg?itok=xexBn2BM
Budget '17 initiatives will drive overall demand, believe startups

Startups are in a celebratory mode after the presentation of the Union Budget 2017 by the finance minister Arun Jaitley. He announced that small businesses with an annual turnover of Rs 50 crore will now have to pay five per cent less income tax, in order to make micro, small and medium enterprises...

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/03/BUDGET02%20%281%29.jpg?itok=7R6eUsBF
Top M&E industry honchos see no major benefit from Budget '17

MUMBAI: With the Union Budget’s focus on rural and infrastructure sectors, the media and entertainment (M&E) industry seems to be disappointed as the budget does not offer much. Though the sector is hoping to get some benefit through the digital push mentioned in the budget, expectations were...

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/02/INSIDE%20%281%29.jpg?itok=2a1xE-59
Budget '17: Leading digital players hail sectoral boost

“Digital economy helps in cleaning up the system, has transformational impact, energises private investment through low-cost credit, and benefits the common man,” asserted finance minister Arun Jaitley while announcing the Union Budget 2017 on 1 February. The budget 2017 emphasised a lot on the...

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/02/prasar%20bharati-800x800.jpg?itok=K9OEduaZ
Budget '17: Prasar Bharati grant-in-aid down, film sector's aid up

NEW DELHI: The grant-in-aid for Prasar Bharati has come down marginally from the revised estimates from Rs 4500 million in 2016-17 to Rs 4300 million for 2017-18. This includes a grants-in-aid to the pubcaster of Rs 3500 million and a separate grant-in-aid to it for the Kisan Channel of Rs 800...

Specials Budget Budget 2017

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories