OUTDOOR ADVERTISING : WHY IT IS STILL RELEVANT - Explained
The Importance of OOH is Unparalleled in India
Outdoor advertisements, also known as Out of Home advertisements, simply put are campaigns that are done outside home. The simple aim of OOH adverts is to capture the attention of the crowd while they are “on the go”. These gigantic banners and billboards often become important in convincing potential customers to buy certain products. OOH not only triggers purchase decisions but also builds brand awareness and promotes services. Billboards, hoardings, kiosks, overhead gates, cut-outs are the most traditional forms used for this kind of marketing.
Almost 42% of the world’s population these days spends a significant amount of their time on the internet. As a result marketers too are targeting various social media platforms to promote their brands. But while Facebook, Instagram or Youtube can help brands reach out to millions of potential customers, they also provide the users the liberty to choose whether they want to see an advertisement or not. No such barrier between a brand and its customer exists when it comes to Outdoor marketing. Outdoor campaigns therefore, are extremely effective in triggering purchase decisions. In the last two years Indian OOH market size has grown by 8.8% and is now a RS. 33.7 billion Industry.
This marketing strategy works big time in India because a major half of the country’s population cannot afford devices that can feature digital advertisements. So in cases of electoral campaigns, festivals or the big ticket events like Durga Puja, Diwali, Navratri Dandiya, Holi, Christmas, Eid or the Kumbh Mela, or even IPL, it becomes easier for the marketers to communicate with their audience through out of home advertisements. Hence its importance is unparalleled.
GROWTH RATE IN INDIA
The contribution of outdoor media in Indian advertising industry is almost 40.8% (according to an article in The Hindu Business Line)
WAARC reports that several reputed brands are investing nearly 48% of their total marketing budget for OOH campaigns
Government and non-profit campaigns contributed 56% of their budget in outdoor marketing.
Nearly 50-60% of the space in airports across India has been reserved for Digital Outdoor Advertising.
Benefits of OOH Advertisements
Since billboards, kiosks, hoardings and cut-outs become a part of the outdoor environment it becomes unavoidable for the passersby. If prominent positions are identified, these marketing mediums can create huge impact on the target customers.
People cannot help observing these massive posters with catchy taglines and creative designs.
They are extremely cost effective.
It has wide reach. In fact customers who do not have access to other forms of marketing can be communicated through these outdoor ads.
POWER TO INFLUENCE PURCHASE DECISION
OOH is a great way to influence purchase decisions OOH therefore, is a crucial medium for marketers to connect with their target audience.