Out of home (OOH) media is on a growth trajectory as transit and digital media continue to grow along with traditional media. Although traditional media constitutes a bulk of the segment, transit and digital media are growing and would soon outnumber premium traditional media in the coming years. Macro-economic factors such as urbanization and growth of affluence are also contributing to the growth of the segment.
As per the FICCI-EY M&E Report 2024, OOH media grew 13% in 2023 to Rs 41.6 billion, the value of which includes traditional, transit and digital media, but excludes untracked unorganized OOH media such as wall paintings, billboards, ambient media, storefronts, proxy advertising, etc. Digital OOH (DOOH) media contributed 9% of the segment’s revenues, up from 8% in 2022.
The FICCI-EY report expects the OOH segment to exceed Rs 45 billion in 2024 and reach revenues of Rs 54.3 billion by 2026, While Transit media will comprise 40% of the OOH revenues by 2026, Digital media will reach 15% of the total OOH revenues.
DOOH is rapidly growing in India due to enhanced measurement capabilities, government support for digital infrastructure, and creative flexibility. The integration of mobile technology and changing consumer behavior further accelerated the adoption of DOOH in the Indian advertising landscape. DOOH has consistently shown double digit growth over the past three years owing the advances made in Programmatic Digital Out-Of-Home (pDOOH), which comprises around 15% of ad volumes, while direct deals account for 85% share.
As brands strive to capture consumer attention amid the festive season’s media clutter, industry experts Jayesh Yagnik, CEO, MOMS Outdoor; Aman Nanda, CSO & Head of Marketing, Times OOH; and Imtiyaz Vilatra, Managing Partner, Posterscope India shed light on the strategies that make OOH advertising a powerful tool for creating impactful campaigns. This narrative explores how leading figures in the advertising sector utilize data-driven insights and dynamic content to maximize engagement and sales, particularly in the vibrant and diverse East Indian markets.
Jayesh Yagnik highlights that DOOH’s growth in India, particularly in the Eastern market, is driven by its ability to target audience-centric touchpoints. He points out that while the presence of DOOH in Kolkata spans various key locations such as roadside displays, shopping malls, and corporate hubs, its scale is still developing compared to other major metro cities.
Yagnik emphasizes that DOOH’s dynamic content capabilities and advanced targeting options are key advantages. “Brands must leverage the advanced targeting options and measurement tools available to deliver an optimum campaign,” he suggests, noting the medium’s ability to instantly adapt messages to suit audience demographics or real-time factors like the time of day or weather conditions.
Aman Nanda echoes the sentiment that DOOH has revolutionized outdoor advertising by transforming it from a static medium into an interactive platform. He elaborates on how Times OOH has been a pioneer in adopting DOOH technology, showcasing it through an extensive network of assets across airports and city media.
“Times OOH has invested in building world-class assets with innovative designs, cutting-edge technologies, and captivating features,” Nanda shares, highlighting their latest investments in L-shaped and U-shaped DOOH screens at Chennai airport designed for displaying anamorphic content. This investment underscores their commitment to enhancing visual experiences and engaging audiences effectively. Nanda notes that this transformation has created a strong pull factor for brands, making DOOH an attractive option for impactful brand communication.
Imtiyaz Vilatra further illustrates the dynamic nature of DOOH in the advertising industry. He points out that DOOH combines the high-impact visibility of traditional media with the flexibility and targeting capabilities of digital technology.
Vilatra’s approach to DOOH is rooted in the use of real-time data and programmatic buying, which allows for delivering contextually relevant and timely messaging. “By integrating interactive technologies and audience analytics, we’ve been creating engaging campaigns that resonate with ever-changing consumers who are always on the move,” he explains. This approach ensures that DOOH campaigns are not only visually appealing, but also highly relevant to the audience, enhancing engagement and effectiveness.
During the festive season, the media landscape is particularly crowded, with numerous brands vying for consumer attention. In this environment, Out-of-Home (OOH) advertising becomes a strategic tool for brands to stand out. Jayesh Yagnik notes that the East is renowned for its festive buzz, with brands employing creative and well-placed OOH strategies to break through the clutter. “Strategic placement in high-traffic areas ensures visibility, while customized messaging enhances relevance,” he explains. Integration with digital platforms further extends reach and maintains consistent branding, which reinforces a brand’s positioning during these high-stakes periods.
Aman Nanda highlights the unique opportunity OOH advertising presents amid the bustling festive season in East India. He emphasizes the region’s potential for brand growth due to its diverse and sizable population, which spans various demographics. This diverse consumer base, coupled with the region’s economic growth and increasing disposable incomes, offers brands a vast audience to target.
However, Nanda points out the challenges posed by the unorganized and sometimes illegal nature of city OOH media in the East. According to him, “The best strategy for brands is to invest in locations that are organised, cater to premium audiences, and provide legal media options such as airports.” An exemplary location is Kolkata Airport, which offers premium DOOH and various media formats suitable for a range of brands, from real estate to fashion and retail.
Imtiyaz Vilatra adds that the festive season’s heightened advertising activity makes it crucial for brands to use OOH advertising effectively. He stresses on the importance of combining traditional OOH with unconventional and highly targeted formats to maximize impact.
“A notable example from the market is the pandal branding, innovative displays, and consumer engagement activities during Durga Puja,” he shares. By leveraging culturally adaptable media formats such as LED AV displays and gate branding, brands can create a distinguished image and increase brand recall. Vilatra underscores that coupling these formats with vernacular messaging makes the brand more personal to the viewer, enhancing its appeal and effectiveness.
The effectiveness of Out-of-Home (OOH) advertising, particularly during festive campaigns in the East markets, is increasingly supported by data-driven insights and trends. Jayesh Yagnik highlights a significant evolution in OOH advertising strategies, noting a shift from mere location-based targeting to sophisticated mapping of consumer travel patterns.
“This sophisticated approach allows advertisers to optimize location selection based on consumers’ frequent visits to Points of Interest (POI),” he explains. By analyzing consumer cohorts and their behavior, advertisers can strategically rationalize campaign locations, enhancing the precision and effectiveness of their OOH campaigns.
Imtiyaz Vilatra reinforces the importance of data-driven insights in demonstrating the value of OOH advertising, especially during festive periods. He emphasizes that research in East India markets shows how outdoor media can significantly boost engagement and sales.
“By analyzing consumer movement patterns, purchase behavior, and festive activities, we can pinpoint strategic locations and timing for OOH placements,” Vilatra elaborates. This targeted approach ensures that campaigns are not only seen, but also act as catalysts for purchase. Vilatra adds that this method helps brands create ‘points of intervention’, where consumers are led to take actionable steps after seeing the ad, thus maximizing the impact of the campaign.
In the vibrant East markets, especially during festive campaigns, outdoor media advertisers employ a variety of strategic approaches to captivate their audience. Jayesh Yagnik emphasizes the importance of generating buzz and maintaining a strong presence throughout the festive season.
“In the Eastern market specifically, major brands focus on the festive period to generate buzz and noise in the city. They also maintain a long-term presence through strategic placement at high-traffic points, ensuring disruptive visibility through temporary media and adopting more engaging approaches,” he explains. This dual strategy of combining long-term visibility with short-term festive spikes ensures that brands remain top-of-mind during these critical periods.
Aman Nanda elaborates on the tailored strategies that resonate particularly well in the East markets. He highlights the effectiveness of cause-related branding activities, which align brands with meaningful causes and foster deeper connections with the audience.
“Outdoor media advertisers in East markets capitalize on vibrant festive seasons, from Durga Puja to Christmas, with tailored strategies. Cause-related branding activities resonate strongly, aligning brands with meaningful causes,” Nanda points out. Additionally, incorporating local traditions and symbols into campaigns helps to create a cultural connection. Leveraging digital tools such as QR codes and augmented reality further enhances engagement, while strategic location targeting maximizes the impact of these campaigns.
Imtiyaz Vilatra discusses the experimental nature of the East markets, which offers brands the opportunity to innovate and adapt. “The East markets have been an experimental one for many brands. It offers us an opportunity to evolve and adapt to it,” he says. He notes how traditional elements like age-old trams have been transformed into modern, media-friendly vehicles, such as a retail brand converting a tram into a ‘store on wheels’. This blend of heritage and modernity is a hallmark of the East market’s evolution.
Vilatra highlights the use of branded AC lounges and lit tunnels as functional touchpoints that create memorable experiences. “With technology woven into it, branded LED screens are set up to bring the experience closer to the viewers,” he adds, emphasizing the integration of digital innovation into traditional outdoor advertising.