The expenditure on advertising in the outdoor media market, such as billboards and transit advertising is going to rise, clocking 15 per cent growth year on year. Out-of-home (OOH) medium has remained one of the main channels to reach mass urban audiences as they cannot be ignored or blocked by the commuters.
In 2017, the OOH market in India grew by 6 percent and now stands at ₹3,085 crore. While retail topped the list of spenders on OOH, the telecom sector recorded the highest growth in OOH advertising, courtesy the high-voltage launch of Reliance Jio, according to Sam Balsara, Chairman of media buying agency Madison World.
“In 2016, yearly spends on the OOH medium were ₹2,910 crore, while it rose to ₹3,085 crore in 2017. This year, we are expecting OOH spends at ₹3,395 crore. Though e-commerce will remain the backbone, the organised retail sector will continue to show the highest growth on this medium,” Balsara said.
Furthermore, digital OOH is changing the face of outdoor advertising. In the international advertising market, the digital OOH is making rapid progress. However, the scenario in India is apparently very different when it comes to digital OOH.
Debraj Tripathy, Managing Director, MediaCom South Asia, leading media agency said, “OOH media in India is definitely not in the same league as in parts of the developed world. Two areas need to be focused on for the medium to get its due. The first is the use of technology in enhancing the medium. This will not only make it measurable but also lead to innovations and make the medium more impactful.”