Budgets for OOH advertising may surge in 2011

In a brand conscious world, Advertising provides a huge impact in the brand marketing activities. Various channels of advertising are hammering brand information to customers through hi-end and customized advertising mediums. So it is not surprising that Outdoor Advertising initiatives are expanded to new-age avenues such as Airport & Mall.

Brand promotion at airport areas is one of the in demand avenues of OOH Advertising in India. Sanjeev Gupta, MD, Global Advertisers says "I believe that Airport Advertising is considered posh as well as superior mode of providing brand message to the target groups. Mumbai handles 38 percent of air traffic alone - more than 15000 passengers travel every day . I think it's a huge opportunity for brands to catch attention of target people with disposable incomes".

Global Advertisers have recently captured the Mumbai's widest hoarding of 600'x8' at Mumbai Airport. LED, Digital Signboard, Neon are quite popular at these locations. Airport Advertising is currently rated amongst the top revenue drawing practices of OOH Advertising in India. The opening and revamping of various airports further open pools of opportunities for various airport advertisers.

Whereas, Mall Advertising is one of the emerging modes of OOH brand promotion. With a big leap in outdoor advertising activities, mall ads have also become quite popular in India. Shopping malls are multiplying - providing more and more advertising spaces. "Mall Advertising entertains and at the same time informs customers about valuable brand information, I think it redefines the shopping, recreational and leisure activities of customers. Global Advertisers, have been using this tool for generating good media mix for retailers. Out of 10 clients, four would like to use Mall Media" says, Sanjeev Gupta, MD, Global Advertisers.

As per the statics number of malls in the country will go up from the existing 1000 to 1500 by 2012 and in the next five years, approximately 40,000 km of road length will be added to connect metropolitan cities. The outlook for the outdoor industry looks relatively optimistic for 2011. | By Janees Antoo [janees(at)adgully.com]