Advertising Brands Through OOH

8/6/2019 Advertising Brands Through OOH

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Advertising brands through OOH (Out of Home) media has become a settled trend amongst theadvertisers. Accredited amongst the top list of advertising mediums, outdoor ads provide

focussed and targeted brand message to the customers. Connecting customers and brands,outdoor advertising is considered as an exclusive means of brand promotion. In this article,

some striking features and benefits of outdoor ads are briefly discussed.

Outdoor ads quickly grasp the attention of customers- In the absence of outdoor ads, movingout of home would have been a mundane or boring experience for everyone. Outdoor ads createa vivacious environment around us which encourages us to move out of home. Human vision isprone to watch anything colourful in nature (whether a poster or billboard) for which outdoor adsserve the purpose. The attention grasping nature of outdoor ads make it one of the effectivemeans of brand promotion amongst the target groups. It is also worth mentioning that outdoorads store the brand message in the audiences' minds and let them carry home (which leads tobrand recall later).

Outdoor ads are everlasting- Which type of advertising is available 24 hours a day, 7 days a

week and is not surrounded by editorials, and still can be targeted to reach specific customers?Of course, it is outdoor advertising which fulfills all these criterions of brand promotion. Thiseverlasting nature of outdoor advertising for a longer period of time makes it one of the mosteffective channels of brand advertising. With technological induction (for example theintroduction of digital billboards, signagesetc), it is now possible to edit and change existingcontent or image. The advertising media remains static in such cases while the content or imagecan be remotely monitored by experts. This revolution has changed the entire facet of customaryadvertising. Saving time, effort and budget, modern tools of OOH advertising have topped thechart of the most widely used brand promotion tools.

OOHads provide direct brand message- Time is valuable. Outdoor ads value time which is

why OOH ad displays provide direct brand message to customers. Talking straight anddelivering what is required, outdoor ads cater to provide valuable brand information to customerswithout taking much of their time. The ad copy used for a particular outdoor ad display is usuallyshort, crisp and clutter-free so that it generates brand awareness quickly and consistently withoutconfusing the target audiences. Likewise, image or images used for launching outdoor adcampaigns are relevant to the brand message and create immediate impact on customers at aquick glance.

Outdoor advertising is also an excellent adjunct to other types of advertising. It can beembedded with other brand promotion mediums such as television ads, radio ads, print ads etc.Evaluating all its features and benefits, it has been rightly acclaimed that outdoor advertising isan ideal means of brand promotion which provides focussed and targeted brand message tocustomers.


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Mobile Advertising: The Next Big Thing in

TheMarket

Everywhere it can be heard that mobile advertising is the next big thing in the business worldand when it is said, there are several reason to support the statement. Business world is gettingon really fast with immense competition to face and still survive. In such competitive times,doing something faster and different is the key just like sending online SMS to the prospectivecustomers. Online marketing is a lucrative business in itself, therefore millions of people thesedays use internet advertising to earn millions at one go. There are around 1.8 billion internetusers across the globe as compared to the 5 billion mobile phone users. Now looking at thegrowing number of mobile phone users worldwide, marketers would definitely want to make thebest of this opportunity. Since it become tough to target so many people at one go, thereforeSMS gateway India is a great way to send business SMS easily and faster. You have tounderstand the potential of mobile phone market in India which will take your business to new

heights through enhanced accessibility by everyone.

With the profusion of mobile technology, there has been a boom in the mobile advertising inIndia. The companies usually have huge database of the customers who are to be targeted and thebest way to approach them is through SMS gateway India which makes it easy to spread theword around. Businesses need to get smarter now and learn about various ways in which mobilephones can be used to improve the growth of the business. This is surely going to be the next bigthing in the market and if the companies are still not sure about it, then it is high time to startthinking about it. Sending online SMS is another great way to survive in the competitivebusiness world of today as these days people have more access to internet and mobile phonesrather than any other medium. SMS service helps the business reach to wider audience basewithin no time and is also the cheapest way of marketing products and servi9ces.

Mobile advertising is the cheapest and the most effective way of putting the message across towider audience base without missing even single prospective customer. SMS gateway Indiashould be adopted as a strategy to reach out to the target audience as it will make the work of themarketers easier and simpler. Mobile marketers usually use an online SMS system to manage theSMS sending process as more and more people can be targeted by this method and that too atnominal cost. Now for any business which aims at doing something big in the future, it hasbecome essential to realize the potential of mobile advertising as it will help boost the business inthe most cost effective manner. Though this type of advertising is still in its nascent stage,however marketers are making great use of this technology to boost their business and onlineSMS has also become a common phenomenon to promote the businesses and its services.

Mobile Advertising - A New Wave In The Ad

World


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Mobile advertising has become one of the most widely used forms of marketing in Asia. Themobile phone revolution has not only changed the way the people interact but also given a birthto one of the most effective advertising model. Few years back, we all knew that this glitzydevice is here to stay but we didn't know it will be used for marketing products and services.SMS gateway India is a growing phenomenon because most of the Indian marketers have opted

forbulk SMS which through this gateway reaches faster to the target audience. This low cost andresult oriented medium of advertising is witnessing a huge surge and with facilities like bulkSMS, it becomes more accessible by the marketers. Another interesting form of mobileadvertising is cross media advertising. Since short codes are there to send SMS, the companiescan also advertise through print or radio stations. If we take into consideration the number ofpeople using mobile phones, the marketers can easily recognize the potential of this medium.

Advertising through mobile phones has revolutionized the advertising world and it has become avery powerful tool to execute a well-targeted and well-designed marketing campaign. SMSgateway India is a useful means to send messages across the target audience and the serviceenables even those who do not own mobile phones or SMS enabled phones. Talking in the

Indian context, bulk SMS can be send to inform people about natural disasters like hurricane,tornado, earthquake or flood and other important messages to the employees of a company.Mobile advertising also paves the way for viral marketing as being short in length, these can beeasily forwarded among family and friends and this is another effective angle to the whole story.

Bulk SMS are mainly used for brand building and to maintain a constant presence in the mindsof the audience regarding a certain product or service. For many companies, mobile advertisinghas been very effective and has also delivered great responses from the audience. This relativelynew marketing strategy follows a personalized and direct approach which is quintessential tomake any advertising message successful. It offers a new marketing technique that a lot ofpeople will find fresh and novel. In India mobile advertising is growing with each passing dayand that has called for the SMS gateway India. Through this gateway sending SMS to varied setof people with varied networks can be sent easily.

With the growing demand ofsmart phones in the market, it is expected that by 2013 everysecond phone will be a smart phone and then mobile advertising will be on a different heightaltogether and businesses will grow rapidly. Through SMS gateway India many establishmentswill be benefitted including schools, colleges, professional educational institutions, societies,communities, groups, associations and guilds. This new wave is the advertising world will sweepthe business from other medium of sending advertising messages and if this trend continues togrow, then the day is not far when businesses will make remarkable profits through mobileadvertising.

Internet Advertising Techniques and Benefits

Internet advertising is considered to be more expensive than print advertising but is cheaper thanother mediums of advertising. Internet advertising is very flexible as the latest updates and othermodifications are done with minimum effort. There are no time limitations as is in othermediums of advertising. There is a large variety with a wide platform for advertising. The most


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Why India?The growth of Indias marketing and advertising & marketing and advertising techniques inIndia industry are becoming increasingly sophisticated, with marketing related technologies andthe internet playing crucial roles in the growth of Indias marketing and advertising industry.- The Indian advertising industry is expected to grow by 12% in 2010 to INR 246.9 billion

- Internet advertising is expected to grow the fastest at CAGR of 29.6% over next five years- The print industry is projected to grow by 5.6% over 2009-13, touching US$ 4.26 billion in2013 from the present US$ 3.24 billion in 2008 (Source: PWC)- Mobile marketing and advertising including search and video advertising will grow to US$ 19billion by 2011.- Broadcast mobile video advertising would reach $9 billion by 2011 (Source: ABI)

Indian E&M industry grew at 10.3 per cent to reach the size of Rs. 536.9 billion, although it will

witness only 8 % in 2009 compared to 16.6% compounded annual growth over the 2004-08 period.

The growth in Indian E&M industry would hover around 10.5 per cent during the forecasted period

2009-13.

Outlook for Segmented growth of the Indian E&M Industry industry (2009-13)

Television:The industry is estimated to grow at a rate of 11.4% cumulatively over the next fiveyears, from an estimated Rs. 244.7 billion in 2008. The overall television industry would reachRs. 420.0 billion by 2013. In the Television pie, television distribution is projected to garner ashare of 60% in 2013. On the other hand, television advertising industry is projected to command


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a share of 41.0% in 2013, having increased from current 39.0% in the total ad industry pie. Therelative share of the television content industry is expected to remain constant at 4%.

Film:The industry is projected to grow at a CAGR of 11.6% over the next five years, reaching toRs. 185 billion in 2013 from the current Rs. 107 billion in 2008. The film industry would see a

paradigm shift and would accrue larger revenues from new emerging avenues.

Print media: It is projected to grow by 5.6% over the period 2009-13, reaching to Rs. 213 billion in 2013 from the present Rs. 162 billion in 2008. The relative shares of newspaper publishing and magazine publishing would remain the same at around 87% in favour ofnewspaper publishing. Magazine publishing is expected to grow at a higher rate of 6.5% ascompared with newspaper publishing which is expected to grow at 5.6% for the next 5 years.

Radio advertising: This industry is projected to grow at a CAGR of 18% over 2009-13,reaching Rs. 19 billion in 2013 from the present Rs. 8.3 billion in 2008; more than double itspresent size.In terms of attracting ad spend , it is projected that the radio advertising industry will

be able to increase its share from 3.8% to 5.2% in the next five years.

Emerging segments: The key growth driver for the music industry over the next five years willbe digital music, and its share is expected to move from 16% in 2008 to 60% in 2013. Withindigital music, mobile music will continue to increase its share and maintain its dominance.

Online advertising : It is projected to grow by 32% over the next five years and reach anestimated Rs. 20 billion in 2013 from the present Rs. 5 billion in 2008. The share of the onlineadvertising too is projected to grow from 2.3% in 2008 to 5.5% in 2013 of the overall advertisingpie.

Out of home (OOH) : Advertising spend is expected to touch Rs 15 billion in 2008, which isalmost twice its current size Rs 25 billion in 2013.Its share in the total ad pie is expected to godown marginally to 6.8% in 2013 from a current level of 6.9% in 2008.

Animation, gaming and VFX industry : It will continue to maintain its growth pace and isprojected to grow at a CAGR of 22 per cent to Rs. 42.5 billion in 2013 from its current size ofRs. 15.6 billion.

Advertising Industry owing to the economic slowdown has slowed after a period of robustgrowth. In 2008, overall advertising spending recorded a growth of 11.3%, over the previousyear which is much lower than the growth rate of 20.7% in the earlier year. Overall spending

expected to increase from the present size of Rs. 216 billion in 2008, to Rs. 366 billion in 2013.

The advertising industry fortunes are closely related to the growth of Median & EntertainmentSector in India. The lowering of projections in Media & Entertainment industry in India wouldcertainly lower the expected growth rate for Advertising industry too.

Thus it wont be inept to say that Indian demographics and spending surge is benefiting themodern age entertainment industry as well as attracting huge advertising spend in the country.


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India's Media industry to grow 10.5 % by

2013 : PWC

PricewaterhouseCoopers in its Indian entertainment and media outlook 2009" report hasestimated that the Indian Entertainment & Media industry will return to double digit growthin 2010 .

Indias E&M industry witnessed remarkable growth in recent years having consistentlyoutpaced growth in domestic GDP. While annual average growth in nominal GDP was14.48% over the period 2004-08, overall E&M growth in 2008 slowed, reflecting weakeroverall economic conditions. This is expected to continue in 2009.

Timmy Kandhari, leader India Entertainment and Media practice, PricewaterhouseCooperssaid, The slowdown in growth requires the E&M industry to revisit their short term businessplans and strategies. However, double digit growth is expected to return over the forecastperiod with India recording one of the highest growth in the E&M industry as well as in

advertising spending in the world, along with China.

After registering a growth of around 16.6% compounded annually over the period 2004-08,growth in the E&M industry is set to decelerate to 8.0% in 2009. This has largely beeninfluenced by a marked slowdown in advertising spending, which is expected to touch 9.2%in 2009 after having posting a CAGR of close to 17.3% during 2004-08.

Growth rates will increase in 2010 to 10.4% as economic conditions are expected togradually improve. For the remaining years of the forecast period, the industry will continueto grow at increasing rates, resulting in the overall compound annual growth rate for theperiod 2009-13 of 10.5%.

Television industry is projected to continue to be the major contributor to the overallindustry revenue pie and is estimated to grow at a stable rate of 11.4% cumulatively overthe next five years, from an estimated Rs. 244.7 billion in 2008. The overall televisionindustry is projected to reach Rs. 420.0 billion by 2013. In the Television pie, televisiondistribution is projected to garner a share of 60% in 2013. On the other hand, televisionadvertising industry is projected to command a share of 41.0% in 2013, having increasedfrom a present share of 39.0% in the total ad industry pie. The relative share of thetelevision content industry is expected to remain constant at 4%.

Film industry is projected to grow at a CAGR of 11.6% over the next five years, reaching toRs. 185 billion in 2013 from the present Rs. 107 billion in 2008. The relative shares of thefilm industry are expected to shift marginally from the traditional revenues to the new

emerging revenues.

Print media industry is projected to grow by 5.6% over the period 2009-13, reaching toRs.213 billion in 2013 from the present Rs. 162 billion in 2008. The relative shares ofnewspaper publishing and magazine publishing are not expected to change significantly andare expected to remain the same at around 87% in favour of newspaper publishing.Magazine publishing is expected to grow at a higher rate of 6.5% as compared withnewspaper publishing which is expected to grow at 5.6% for the next 5 years.


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Radio advertising industry is projected to grow at a CAGR of 18% over 2009-13, reachingRs. 19 billion in 2013 from the present Rs. 8.3 billion in 2008; more than double its presentsize.In terms of share of ad pie, it is projected that the radio advertising industry will beable to increase its share from 3.8% to 5.2% in the next five years.

Emerging segments ,the key growth driver for the music industry over the next five years

will be digital music, and its share is expected to move from 16% in 2008 to 60% in 2013.Within digital music, mobile music will continue to increase its share and maintain itsdominance.

Given the trends of increased internet usage, internet advertising is projected to grow by32% over the next five years and reach an estimated Rs. 20 billion in 2013 from thepresent Rs. 5 billion in 2008. The share of the online advertising too is projected to growfrom 2.3% in 2008 to 5.5% in 2013 of the overall advertising pie.

The estimated size of Out of home (OOH) advertising spend is Rs 15 billion in 2008, which isprojected to become almost twice its current size in 2013 (i.e., Rs 25 billion). Its share inthe total ad pie is expected to go down marginally to 6.8% in 2013 from a current level of

6.9% in 2008.

Animation, gaming and VFX industry will continue to maintain its growth pace and isprojected to grow at a CAGR of 22% to Rs. 42.5 billion in 2013 from its current size of Rs.15.6 billion. In the animation space, domestic demand will create the fillip in its growth, aswell as contribution from international co-productions, in the film and television space.

Owing to the economic slowdown, the growth in advertising spending has slowed after aperiod of robust growth. In 2008, overall advertising spending recorded a growth of 11.3%,over the previous year which is much lower than the growth rate of 20.7% in the earlieryear. Overall spending expected to increase from the present size of Rs. 216 billion in 2008,to Rs. 366 billion in 2013 (a cumulative growth of 11.1% on an overall basis).

Timmy Kandhari added, Against the backdrop of volatility in advertising spending, we arealso experiencing increased fragmentation of media and its audiences. This will result in astructural change in the advertising world with advertising becoming more targeted,interactive and accountable.

While on-line is currently the smallest component of total advertising spend, it willexperience the highest growth over the next five years, growing at a compound rate of32%. As a consequence its share of total advertising spend will increase to 5.5% in 2013from 2.3% in 2008. The next highest growth over the period 2009-13 is expected by theradio industry at 18% estimated to reach Rs.19 billion in 2013, from Rs. 8.3 billion in2008. The share of the print advertising spend is expected to decline from 47.9% to 41.5%.Television, the other large contributor in the segment is expected to grow marginally from

39% to 41%.

Marcel Fenez, Global Entertainment and Media Leader PricewaterhouseCoopers, concluded,Though operating in challenging and fast-moving times, there has never been such anexciting time for the industry The onset of increased digitization will expose the industry tonew business models and dynamics. In order for each of the industrys diverse segments toparticipate fully in this growth, they will first need to embrace the digital future. This is astrue in India as in the other important entertainment and media markets globally.


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This 2009 edition of the PricewaterhouseCoopers report Indian entertainment and mediaoutlook 2009 has in-depth forecasts and analysis of eight industry segments. These are television, filmed entertainment, print media comprising newspaper and magazinepublishing, radio, emerging segments like music, animation, gaming, internet advertising,out-of-home advertising and sports.

The report has been prepared on the basis of information obtained from key industryplayers, trade associations, government agencies, trade publications, and other industrysources. The performance trends in different segments of the industry were analysed andan attempt was made to identify the underlying factors. Models were developed to quantifythe impact of each of these factors, to create a forecast scenario. PwCs professionalexpertise, institutional knowledge and global resources of knowledge and excellence wereapplied to review and adjust those values wherever required. The entire process was thenexamined for internal consistency and transparency vis--vis prevailing industry wisdom.Feedback from key industry players was subjected to a rigorous validation process to ensurethat it was consistent and conformed to the industry feel.

http://www.medianewsline.com/news/132/ARTICLE/4864/2009-07-29.html

Advertising Brands Through OOH

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