Top 3 Platforms of Outdoor Advertising in India

OOH Advertising

Advertising has become a vital part of the marketing plan for businesses of all sizes. One of the best media to reach the masses in India is the Outdoor Advertising or OOH in India. The OOH medium is one of the vastest media for promotional activities in India. This article mentions the top 3 platforms of OOH India.

Airports

Airport Advertising has been the king of OOH in India. No other media has the distinction of presenting your brand to the cream of the audiences like the airports do. It has been the top favorite of brands in the category of options provided by OOH. Advertising sites at the airports can be used to effectively target both international and domestic audiences. Since the airports are the gateways to the cities, branding campaigns at the airports are often the first things which the airport audiences see.

Metro Transit Stations

The stations of the metro transit systems are the next in line to share the limelight of the top locations in India where you can place your brand. It is especially very useful in mapping large cities like Delhi and the National Capital Region (NCR). The focus on connectivity ensures that every part of the area can be covered. While the airports are popular for filtering the cream of the audiences, the metro media takes its credit in its reach.

Outdoor Locations

There is a still a large section, of the audiences in India, which is not a frequent user of any of the above 2 platforms. OOH Advertising in India provides the options of other outdoor sites at strategic locations like market places, malls, roadsides, etc.

The above 3 OOH media are the best platforms in Outdoor Advertising India as they cover all the essential elements requirement for outstanding OOH campaigns. All 3 of them are preferred by brands as their first choice for promotional activities.         

Top Advantages of Promoting Your Brand on Outdoor Advertising

Outdoor Advertising or OOH, the oldest platform for brand promotions, still provides stiff competition to even the most modern of advertising methods today. OOH has been used to spread awareness since a time when terms like “Brand Promotion” did not even exist. As times progressed, making the markets more competitive, OOH successfully negotiated the new situations and incorporated all the changes which were required. This blog takes a look at the top advantages of OOH which keeps the brands interested in the medium.

Best Medium to Target Huge Audiences

While attempting to target large audiences at the same time, nothing is more convenient than Outdoor Advertising. Placing even a single hoarding at key positions, where the masses accumulate, is the best way to target even the largest of audiences.

Reaches All Markets

OOH can reach not just the modern, tech-savvy audiences but also those who are yet to catch up with the latest. Since no technology is required to form any bridge between the brand message and the audiences, every person, within the range of visibility of the site, can be effectively targeted.

Presence on Ground

Huge, larger-than-life hoardings, etc., reinforce the presence of the brand in the markets and in the process reassures the existing consumers. They also leave a better and bigger impact on the minds of the audiences.

Frequency

Since regular visitors to the place of the sites will always be present, the frequency of impact is also high. This is a luxury which cannot be afforded by many other platforms.

The above are just the tip of the iceberg in examining the advantages of Outdoor Advertising. The high impact, of OOH mediums like airports, metro, roadsides, etc., will always keep the medium a favorite of the brands.

The Obstacles Faced by Outdoor Advertising in India

Outdoor Advertising or OOH (Out-of-Home), the oldest form of advertising, is still going strong. The platform has always successfully negotiated the obstacles which have occurred in its path throughout the ages. When we put it in the Indian context, we find a higher number of obstacles due to various reasons. Let us look at some of the stymies which the OOH Agencies in India have to overcome.

The first and foremost obstacle arises due to the diversity of India. The different kinds of terrain and weather conditions, in themselves, make a challenge out of successful implementations of OOH campaigns. It has been found best to employ local assets who can also ensure proper maintenance throughout the period of the campaign. Managing assets, on a pan India basis, requires a strong network which cannot be afforded by most of the agencies.

Another problem, plaguing the Outdoor scenario in India, is the continued presence of illegal hoardings. Apart from the dangers which they create, illegal hoardings eat away into the revenue of the authorized Outdoor Agencies, making their sustenance and growth a difficult affair. The fight, against the unauthorized agencies, has been on since a long time and has recently received a ray of hope with the Delhi high court finally ordering the immediate removal of all illegal hoardings in Delhi.

The OOH Sector in India has to take into account government regulations in their attempts at digitization of the sites. The dream of complete OOH-Mobile integration cannot be completed without convincing the authorities. Media houses have been praying to the authorities in this regard for quite some time now. 

The above are the top obstacles which are faced by Outdoor Advertising Agencies in India. However, the media continues to provide excellent solutions to the brands even in the face of the above obstacles.

TDI International joins hands with Alibaba.com to become its 1st Channel Partner in India

TDI International India (P) Limited, one of the most experienced and well known advertising agencies in India, and Alibaba.com, the leading platform for global wholesale trade under Alibaba Group (NYSE:BABA), today announced the parties’ collaboration. TDI has been selected as Alibaba.com’s first official Channel Partner in India. This partnership will allow TDI’s mobile and internet vertical, MAD (Mobile & Internet Advertising Division), to sell Alibaba.com’s Gold Membership packages to the small-and-medium sized businesses in India.

Bhushan Patil, Channel Director, Alibaba.com in India said, “We are pleased to select TDI International India (P) Limited, to be our channel partner for India. TDI’s mobile and internet advertising vertical’s technical expertise, along with the presence across the country will help Alibaba.com reach to more small businesses across India.” Mr. Sudheesh Nair, Channel leader from India for Alibaba.com, also echoed the views and welcomed TDI to Alibaba.com’s partner family.

TDIIndia Partnership with Alibaba

Management at TDI are also excited about the prospect which the tie-up has brought in. The advertising agency is well known across the length and breadth of India. Apart from the 9 airports and 73 Delhi Metro Stations where it has exclusive rights, TDI’s Media Services is known for its ability to put brand displays on Outdoor sites across the country. The agency is highly experienced with the country’s SME sector through its mobile and internet division also and has many patrons from the sector.

Hiyav Bajaj, M.D. of TDI said, “We have been the leader of Outdoor Advertising in India since 1986 and the tie-up with Alibaba.com is a natural progress in the digital field. We believe that this partnership has got a potential of changing the SME scenario in a big way and contribute to the ”Make in India” vision of the current government.”

Bajaj added, “The partnership brings in an unparalleled opportunity for the Indian SMEs to export their products to buyers across the world and thereby contribute to the “Make in India” program initiated by Mr. Narendra Modi, the honorable Prime Minister of India. The Indian SMEs can hereby conveniently enroll themselves as Gold Members of Alibaba.com and find buyers from across the world. Through Alibaba.com, one of the biggest e-commerce platforms for buyers and sellers around the word, the Indian SMEs will immensely benefit from the arrangement. We have a strong pan-Indian Team which is being trained up for this partnership.”

Sanjay Sharma, Global Head of TDI says, “We have a great vision for this partnership and we will be covering the entire Indian geography with skilled feet on street, selling Alibaba.com’s Gold Supplier packages.  Over 4.46 million Indian SMEs leverage Alibaba.com platform for cross border trade opportunities. For Indian suppliers, Alibaba.com Gold Membership offers many features to showcase them to buyers across the world. Features like displaying multiple products,  company profile & exploring thousands of buying opportunities on Alibaba.com can help improve trade for Indian SMEs. With Alibaba.com and Tdi India, the value of platform can be taken to more small and medium enterprises and across India.”

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.