Recap 2019: Top 25 sectors contributed over 90% of the total OOH spends

Atul Shrivastava, Group CEO and Executive Director, Laqshya Media Group, sums up the year in the Out Of Home (OOH) industry in India, the big spenders in the OOH as well as crystal gazes at some forthcoming trends in this space in 2020. 

Which were your favourite top 5 campaigns of 2019?

• Paytm - Campaign on OOH is larger than life always.
• Platinum - The campaign has an emotional connect that’s visible through the OOH.
• Daikin - Campaign is largely visible during April-May period, but their impact is very strong.
• Behrouz Biryani - Perfect example of campaigns that trust OOH largely to deliver.
• Tanishq festive campaign caught everyone’s attention with its very handpicked media plan approach.
• Xiaomi REDMI Note 7 campaign was an overall successful campaign with larger than life media plan.

What new trends in media did you notice in 2019? How is it shaping the Indian industry?

Innovative DOOH displays in Ambient Space have opened up newer and greater avenues for clients in the OOH space.

Sectors like E-Commerce, Mobile App and OTT stayed visible throughout 2019, with peak spending during launches. These sectors will grow the existing OOH pie in the future too. 

What do you think is the upcoming media trend for the 2020?

2020 will be a year of Integration and Personalisation. The convergence of Mobile & OOH is the key growth driver for this sector. Hyperlocal or location-based advertising, where we can geo-fence a particular area and advertise strategically. Integration of both, if made engaging, will be proved immensely effective for any brand. 

Which all categories were top spenders in 2019?

Brand across sectors are investing on OOH. The sectoral contribution is season and need driven. Below are the typical festive specific sector spends. 

• Organised Retail undoubtedly rules the roost along with Real Estate.
• The Top 25 Sectors contributed more than 90 per cent of the total OOH Spends.
• Organised Retail was the most contributing sector with a SOE of 20 per cent. In this sector, Showrooms, Apparels and Jewellery hold the larger chunk.
• Real Estate continued to hold the other bigger share with almost 14 per cent.

Which categories will be the top spenders in 2020?

Real Estate and Organised Retail will keep holding the larger pie of OOH. There’s no doubt that sectors like E-Commerce, OTT and Mobile Apps will hike their spends and contribute in a bigger way than the current year.

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