What seems to have started as a presumptuous attempt by some buoyant marketers, Out-of-home (OOH) advertising has become an integral part of communication plans for most brands. Organisations are busy working out the ways to tap the media to attract attention of people who are now increasingly spending their time outdoors. What exactly is this out of home media? And what is the future?
OOH can be defined as an advertising medium that makes use of a network of screens to display audio-visual advertisements for consumers while they are out-of-home. The targeted audience can be involved in various activities such as in offices, malls, multiplexes, restaurants, bookstores, gymnasium and supermarkets when they receive these advertisements. This is an effective medium as it has the advantage of audio-visual communication along with the visibility of outdoor.
Through OOH media, advertisers can now also get their message across to those difficult to reach consumers with regularity and across different times of the day. This OOH medium of advertising actually follows the consumer wherever they are. Thus, by being present throughout the day of a consumer at different places, it is able to offer effective consumer connect.
Brands are always on a look out to find new and innovative ways of connecting and engaging with consumers. They are now looking to make use of such places where the audience can give uninterrupted time. These places include modern airports such as at Hyderabad, Bangalore and Delhi and Metro rail, malls-multiplexes and the road medium, which has become prominent due to the introduction of international standard bus queues, billboards and street furniture.
A glowing example of OOH advertising is evident at recent city beautification schemes in Mumbai and Delhi that has been undertaken in light of the Commonwealth Games in October 2010. Many a corporate are eager to associate their brands with the games considering the exposure it will offer. We will soon see unconventional advertising mediums such as public conveniences, information kiosks, street benches, parking bays, sun shades, promenades, water dispensers, garbage bins and other utilities being used to advertise products such as new mobile phones, a tourist destination and even a book!
Platinum India COO Gour Gupta has predicted growth rate of the OOH industry at 8-10 per cent YOY over the next five years. At present, it is worth Rs 1,600 core and is expected to be around Rs 2,650 crore by 2015.
The OOH industry is seeing a positive growth, which is sure to continue in the future as well. A lot is going in its favour as clients are more than willing to use this medium while the audience is equally receptive of it. It has been observed that clients who tried this medium initially are back to using it again.
What makes the scene little less rosy is the fact that there are still very limited numbers of clients using this medium as compared to the potential that the industry offers. Big industries such as telecom, automobiles, financial services and FMCGs are yet to try out this medium on a large scale. Another factor that may impede the smooth growth of this nascent industry is the presence of tough regulations and a large section of unorganised sector within the industry.
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