When it is about advertising, major online streaming platforms in the country are opting for the traditional medium of billboards. The billboards of big players can be seen spread all across big cities advertising latest shows and series.
This year, these big platforms are expected to spend Rs 350-400 crore on OOH advertising alone which is almost the double of last year figure, according to experts.
While massive spend will be done by Netflix, Amazon Prime Video and Hotstar, however, platforms like Zee5, VOOT, ALTBalaji, Eros Now and MX Player will also contribute substantially to the OOH advertising this year.
For instance, Zee5 is expected to have an annual budget of Rs 70 crore for OOH, similar to that of Amazon Prime Video in India. A lot of outdoor advertising spend at Hotstar is expected to go into Hotstar Special, which showcases its original series; it has launched OOH campaigns for its web series Roar of the Lion and Criminal Justice.
The budget for outdoor advertising by various streaming platforms will cross 15% of the OOH industry turnover in 2019. Traditional billboards are placed at strategic and traffic-dense intersections to draw maximum attention.
The big push on OOH is also propelled by the limitation on how much over the top players can advertise on general entertainment channels since they are seen as competitors.
