Outdoor to OOH
Changing Face of Outdoor Advertising in India Executive Summary Outdoor advertising is no more restricted to billboards. As the Indian consumer is bombarded with 1,00,000 advertisements a day on more than 250 channels, outdoor advertising has shown promise to break the clutter of advertising on traditional mediums. Out-of-home has revolutionized the way outdoor communications is being looked upon by marketers and today, it has transcended the traditional outdoor media options, extending to communicate with the customers at various touch points. The paper illustrates the new Outdoor media options starting from the cornerstone of Outdoor the billboards, street- furniture (bus- stops, walls etc.), transit media such as buses, railways and mobile-vans to new alternate media such as mall kiosks, building boards etc. clearly illustrating the media options that planners have and can choose from in OOH depending upon the target audience they have. OOH as estimated by PWC is expected to become Rs 2,000 cr industry by 2010. Though the part of media-spend in OOH is only 6% for now the industry has shown promising growth. The industry structure as for now is fragmented and less organized. The paper presents the importance and need for research for the growth of OOH media. Clutter in advertising, the need to be present at every touch-point, the relevance of OOH in local advertising and rural advertising have suddenly brought OOH to the attention of all brand marketers. Innovativeness, flexibility, impact and coverage that OOH can achieve are the feathers in cap of OOH media over other non-traditional medium. Before OOH becomes a well recognized industry challenges such as lack of syndicated study or ROI models in OOH ...