What is the Biggest Priority for an Outdoor Advertising Agency in India Now?

Outdoor Advertising Agencies have the unique task of maintaining the oldest platform of promotional activities known to mankind. The foremost step, in ensuring that Outdoor Advertising (OOH) survived and excelled throughout the years, has been the continuous adoption of the latest technologies. This has been a priority requirement for adapting to the changing nature of markets over time. The current period marks another phase in the history of Outdoor Advertising in India when a major adoption is required. This required change in modus operandi is the integration of the mobiles into the functioning of the OOH Billboards and Hoardings.

The mobile revolution has firmly hit across the generational and socioeconomic divides in India. It is very important that the Outdoor Media integrates itself with the mobile platform in order to create further reach and higher impact. The West is already seeing executions of OOH Campaigns where mobiles and handsets of the audiences are being extensively used. The integration opens up unlimited ways of sending the brand message to the viewers in a personalized manner. Before the integration, the brand message was almost always passed in a general manner. But use of the mobiles enables the brand to personalize the message so that it creates the maximum impact. The OOH Hoardings and displays then can serve the purpose of grabbing the attention of the audiences while their mobiles can be used to perpetuate the intended message. Getting connected to the mobiles can also serve the purpose of creating a database and a long term relationship with the target groups.

The major OOH Agencies in India are hoping that the regulating authorities take the urgency of the situation in account and allow for the modifications necessary for the digitization of the medium and integration of the mobiles.

Political Parties Use Extensive Brushes on OOH for Delhi Elections 2015.

As Delhi prepares for assembly elections on February 7, 2015, OOH India is being used as one of the top platforms of promotions by the political parties. The trend, which took an energetic turn during the Parliament elections during April-May 2014, strengthened itself during the Delhi elections as we saw increased spending by the contesting parties.

Delhi Assembly Elections 2015 saw OOH or Outdoor Advertising and FM radio as the two primary platforms for reaching the voters. While radio provided opportunities of dual between the leaders, OOH presented the opportunity of painting the boards with previous achievements and future promises. Another key strength, of OOH in this regard, is the platform’s ability at location based targeting. The OOH Sites at the various constituencies of the Delhi assembly are being used by the respective candidates to lure the residents. Delhi Assembly Election Campaigns have taken a leaf out of the General elections which saw the wonderful affects of advertising on the outdoor medium.

The Outdoor Hoardings, where political campaigns are being executed, are also playing their part in bringing alive the election mood in the capital of the country. It is currently hard to turn a corner in Delhi without coming face to face with a candidate’s face smiling at you from an OOH Site. Outdoor Advertising Agencies in Delhi have reported an increase in spending by the political parties. This increase is in comparison to the political spending done during the General Elections of last year. As loud rallies seem to have taken a back seat this time, the Hoardings continue to paint Delhi with the colors of the election.  

Your Brand Is What the Audiences See It to Be.

One of the important purposes of Advertising Campaigns is the creation of a brand image that the consumers can identify with and trust. The concept of Brand Image has gained a firm footing in the modern markets. This is in contrast to the earlier times when the traditional role of Advertisements was to inform and attract for the on-the-spot sales. Thus, taglines like “Hurry!” and “Cheapest Prices” were the only orders of the day. Though such taglines are still visible today, they do justice to only one scope of the promotional mediums. Advertisements, nowadays, strive to achieve much more than that. It is no longer just about clearing the racks for the day, but about building faithful consumer bases so that a sustainable model of business can be implemented.

Almost everything, of what the audiences perceive about a brand, is what the brand’s Advertisement has been able to communicate. Thus, the Hoardings, Wall Mounts, etc., are not just Advertisement stands, but the glass through which the audiences see your brand. The moment any brand’s name is uttered before us, the first images that come to our minds are the ones propagated by the Ads, closely followed by its products or services. Thus, it is no wonder that huge amounts are allocated to Advertising budgets.

Due to the creativity and innovation of the Advertising Agencies, it is no longer just the Ad copies themselves that create impressions for the brands. It is also the ways in which they are presented that makes a big impact. What had started as fliers is now a full-fledged PR management tool.

Outdoor Advertising in India Continues to Charm Audiences.

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.