According To Ken Research Out of Home (OOH) advertising has reigned the advertising business in terms of its effectiveness, reach, and economic value. It has remained an important segment while choosing the advertising portfolio by advertisers in India. India OOH advertising industry has transcended the traditional media options and is no more restricted to posters and billboards. The new media options such as street furniture, transit media, mall kiosks, and digital media have evolved to present advertisers with a variety of options to choose from. Growth was mainly driven by improvement of technologies in transit media advertising and airport advertising which are high traffic volume areas with potential consumers and premium ad spaces. Ecommerce and government spending on OOH advertising have boosted the market positively as new sectors spending on the OOH advertising.
Physical OOH advertising has remained the dominant player in India OOH advertising industry Traditional methods such as billboards, gantries, and other roadside advertisement still dominate the market in physical OOH advertising. New innovative methods such as train wraps, street furniture are fast gaining prominence in physical OOH market with very strong growth rate. Physical OOH has remained major source for promoting products and services when general public has to be reached at large.
Digital OOH advertising has registered growth in revenue as well as market share. Reduced price, weight, and thickness of flat panel display has led the advertisers to chose digital mode as they can display multiple ads and can be customized as per changing consumer pattern. It has become a very vital source for reaching people in metros, airports, malls and other location where safety of the digital display equipments can be guaranteed from public and nature.
BFSI, Ecommerce, Government, FMCG, Telecom, real estate, automobiles, media and entertainment are some other major sectors that made significant contribution to the OOH advertising revenue generation. Market is majorly dominated by few large players and large number of small players. Laqshya media, Times OOH, Pioneer publicity, JC Decaux are some leading players in India OOH advertising industry. No company has Pan India dominance but few companies have expanded their business to many states but their share in market at those locations is still minimal. Large international player like JC Decaux has operations in major metro cities at organized spaces such as street furniture, airports, and metros.
The report titled “India Out of Home (OOH) Advertising Market Outlook to FY’2021- Future Growth to be Driven by Digital and Innovative Physical OOH Media” provides brief overview on India OOH Market and helps readers to identify the ongoing trends in the market and anticipated growth in future depending upon changing market dynamics in coming years. The report will help existing distributors, manufacturers along with end users in large appliances division to align their market centric strategies according to ongoing and expected trends in the future.