Outdoor Advertising India has seen glorious years of
operation. The Wall Mounts, Hoardings, Billboards, etc., emphatically continue
to catch the imagination of a nation apart from bringing in high Returns of
Investment (ROI) for brands belonging to various industries. It has been a
surprising observation to see OOH Advertising India continuing to prosper and
expand in spite of the high enthusiasm for the digital medium too. Very
interestingly, increase in interest for Advertising on the online medium has
not resulted in decrease for the OOH platform.
The most apt case for studying the above phenomenon is TDI
International India P Limited, the leading Advertising Agency in India, which
pioneered Airport Advertising in India. TDI, today, provides services of
Airport Advertising, Delhi Metro Advertising, Mall Activation, and Mobile and
Internet Advertising. It has in fact a separate division called MAD (Mobile
Advertising Division) to look after Online Advertising on the digital platform.
TDI reports that the expansion of MAD has in no way affected the performance of
its outdoor operations. TDI’s Outdoor Advertising clients still happily report
high RoI from its Outdoor Advertising Campaigns at the airports and metro stations and from its Mall Activation.
The scenario of Advertising India presents a rare opportunity for brands to
effectively promote their brands on both the mediums.
One of the reasons for the above situation can be found in
the way that the Indian consumers behave. They are armed with the latest devices
that technology offers. The latest mobiles, laptops, etc. ensure that they can
be targeted through this medium. But they are also still comfortable when the
product or service and their ad displays are presented in manners that are
tangible in some way or the other. Even while embracing the new schools of thought,
the Indian audiences also hold close to their heart, what they have learnt from
the previous generations.
