Growing demand for building brand awareness and publicizing a company’s business is expected to drive outdoor advertising industry of India through 2025
According to TechSci Research report, “India Outdoor Advertising Market By Service Type (Billboard Advertising, Static, Mobile, Digital, Lamp Post, Bridge, Guerrilla Advertising, Point of Sale Displays, Transit Advertising), By End User (Government & Transportation, Retail, Banks & Financial Institutions, Commercial Buildings, Media & Entertainment, Others), By Region, Forecast & Opportunities, 2025”, the Indian outdoor advertising market is expected to grow at a substantial rate during the forecast period on account of rising demand from FMCG, media & entertainment and automotive sectors. Branding, distribution strength and innovative use of technology have become the decisive factors for India outdoor advertising market growth against the backdrop of ever-changing customer preferences. Most millennials today are a part of the smartphone generation, thereby outdoor advertisers are now shifting towards a more digital base. Also, the rise of e-commerce in India is playing a huge role in the digital transformation of outdoor advertising. This segment of advertising is effective for mass targeting. It is also one of the least intrusive medium of advertising.
A largely young, working and informed population is what drives brands to spend on outdoor advertising in areas where they want to establish their products or services’ image. In today’s digital era, a strong connection between outdoor advertising and technology is undoubtedly the future of advertising in India. The ever-increasing purchasing power of the Indian youth and its growing size is what going to bring a golden era for the Indian advertising industry.
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In outdoor mode of advertising, the amount of expenditure remains high from popular industries like retail, telecom, real estate and government and political parties. In recent years, several start-ups too have tried to utilize the popularity of the outdoor advertising. The Indian government has given tremendous support to the advertising industry. Moreover, Directorate of Advertising and Visual Publicity (DAVP) under Government of India has also taken several initiatives and launched various advertising campaigns to spread awareness regarding several diseases and government public welfare schemes and initiatives among various rural and urban areas in India.
The India outdoor advertising market is segmented based on service type, end user, region and company. Based on end user, outdoor advertising is segmented into government & transportation, retail, banks & financial institutions, commercial buildings, media & entertainment and others. Government & transportation is anticipated to account for significant share of the outdoor advertising market as political parties consider outdoor advertising as most approachable and effective than live mediums for conveying messages. Despite the growing popularity of digital and social media, outdoor advertising is still one of the most crucial medium for the parties to connect with voters. Also, political parties have always used outdoor advertising as part of their general rallies and in promoting their agendas and manifestos among general public.
In the past, mediums like newspapers, billboards, television, and the radio were predominantly used by the advertising industry to deliver their marketing messages. These “traditional” mediums have now been rebranded in the form of digital outdoor advertising. Brands now focus on engaging, empowering and retention with customers beyond just the point of initial purchase. Outdoor advertising plays a very important role in reinforcing brand messages where customer networks are located. Millennials spend almost half of their day outside home and the only two platforms they have access to are internet enabled smartphones and outdoor media. Outdoor messaging combined with various digital technologies and in ambient locations has the power to even induce a brand choice switch. This combination helps boost a brand’s visibility and helps it stand out amongst competitors, who may be busy flooding the digital space.
Based on service type, market can be segregated into billboard advertising, static, mobile, digital, lamp post, bridge, guerrilla advertising, point of sale displays and transit advertising. Out of these, billboard advertising is expected to account for significant share as the segment has advantages like low maintenance and high visibility over other segments.
McCann Erickson India Pvt Ltd., GroupM Media India Pvt Ltd., DDB Mudra Pvt Ltd., Dentsu Communications Pvt Ltd., Law & Kenneth Saatchi & Saatchi Pvt Ltd., Ogilvy & Mather Pvt Ltd., Mullen Lowe Lintas Group, TLG India Pvt Ltd., Fcb Ulka Advertising Pvt Ltd., J Walter Thompson Co., etc., are some of the leading players operating in India outdoor advertising market. Hoardings are not the only option when it comes to outdoor advertising. Now agencies are coming up with new ways like bus shelter advertising, road median advertising, pole kiosk advertising and metro pillar advertising to increase visibility of their brand or company which is expected to drive the market in the country.
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“Outdoor advertising is also one of the few sectors which has adapted well to the changes in consumers’ preferences. In India, the telecom sector recorded the highest growth in outdoor advertising over the last few years. Today, the goal of every businesses is to differentiate and get noticed. Thereby, it makes sense for them to use as many channels as possible, both digital and traditional, to attract their target market. Therefore, outdoor media advertisements are tailored to the format to create a bigger impact., said Mr. Karan Chechi, Research Director with TechSci Research, a research based global management consulting firm.
“India Outdoor Advertising Market By Service Type (Billboard Advertising, Static, Mobile, Digital, Lamp Post, Bridge, Guerrilla Advertising, Point of Sale Displays, Transit Advertising), By End User (Government & Transportation, Retail, Banks & Financial Institutions, Commercial Buildings, Media & Entertainment, Others), By Region, Forecast & Opportunities, 2025” has evaluated the future growth potential of India outdoor advertising market and provides statistics & information on market size, structure and future market growth. The report intends to provide cutting-edge market intelligence and help decision makers take sound investment decisions. Besides, the report also identifies and analyzes the emerging trends along with essential drivers, challenges and opportunities in India outdoor advertising market.
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